Pengaruh Customer Experience Terhadap Customer Loyalty Melalui Customer Engagement Sebagai Variabel Intervening Pada Cafe Teras Co Pekanbaru

Citra Naina Viona Br Lumbantobing; Syofiatul Safitri

doi:10.55606/jurimea.v6i2.2205

Authors

Citra Naina Viona Br Lumbantobing Universitas Riau, Riau
Syofiatul Safitri Universitas Riau, Riau

DOI:

https://doi.org/10.55606/jurimea.v6i2.2205

Keywords:

Customer Experience ; Customer Engagement ; Customer Loyalty

Abstract

This study aims to determine the effect of of customer experience on customer loyalty of Teras co cafe visitors in Pekanbaru, by integrating customer engagement as an intervening variable in the research model. This research adopted a quantitative approach with a descriptive design. Primary data was obtained by distributing research questionnaires to 99 respondents. This sampling process applied a purposive sampling technique, where participants were selected based on specific criteria relevant to the study's focus. The data analysis technique applied relied on the Partial Least Squares Structural Equation Modeling (PLS-SEM) method, utilizing SmartPLS software version 4.0 as its primary statistical processing instrument. Empirical evidence from statistical test results confirmed that customer experience triggers a positive and significant direct influence, both on the formation of customer loyalty and customer engagement. In addition, customer engagement was also confirmed to have a positive and significant contribution to increasing customer loyalty. Comprehensively, the test results proved that customer engagement successfully bridged the influence of customer experience on increasing customer loyalty in a positive and significant direction

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