Tujuan dari penelitian ini adalah untuk mengevaluasi hubungan antara berbagai jenis program loyalitas (praktis, hedonis dan simbolik), kepuasan program dan loyalitas e-commerce (loyalitas program dan loyalitas e-commerce) terkait dengan minuman bubble tea Indonesia. Sebanyak 389 kuesioner dikumpulkan di antara anggota pelanggan bubble tea Indonesia menggunakan purposive sampling. Hubungan antara variabel-variabel yang diusulkan diuji dengan menggunakan model Persamaan Struktural Partial Least Square (PLSSEM). Hasil penelitian menunjukkan bahwa di antara ketiga keunggulan (praktis, hedonis, dan simbolik), hanya keunggulan hedonis dan simbolik yang berpengaruh positif signifikan terhadap kepuasan program. Selain itu, kepuasan program telah terbukti memberikan kontribusi yang signifikan dan positif terhadap program dan loyalitas merek. Ditemukan pula bahwa loyalitas program berpengaruh positif terhadap loyalitas merek. The study aims to shed light on the connection between different type of loyalty programs (practical, hedonic and symbolic), towards program satisfaction and customer loyalty (loyalty to the program and loyalty to the brand) related to Indonesian bubble tea beverages. A total of 389 questionnaires were collected amongst members of the Indonesian bubble tea customers using convenience sampling. The degree of significance between variables was tested using a Partial Least Square Structural Equation modeling (PLS-SEM). Acquired data and analysis infer that among the three advantages (practical, hedonic, and symbolic), only hedonic and symbolic advantages have a significant positive impact on program satisfaction. In addition, program satisfaction has been shown to make a significant and positive contribution to program and brand loyalty. Finally, it is found that program loyalty has a positive effect on brand loyalty.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.