ANALISIS PENGARUH ETHICAL MARKETING, CUSTOMER EXPERIENCE, SERVQUAL, TERHADAP CUSTOMER TRUST, CUSTOMER ENGAGEMENT, CUSTOMER LOYALTY UMKM ONLINE

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Maria Mia Kristanti

Abstract

Membangun loyalitas pelanggan yang kuat semakin penting untuk perusahaan di lingkungan bisnis online yang saat ini berubah dengan cepat. Studi menunjukkan bahwa perusahaan harus menginformasikan pesan merek mereka dengan mempertimbangkan dampak sosial serta lingkungan dalam memasarkan produknya kepada konsumen, mengingat masyarakat modern menuntut perusahaan untuk bertanggung jawab dan beretika penuh dalam aktivitas bisnis online mereka.Tujuan studi adalah untuk menggarisbawahi pengaruh Ethical Marketing, Customer Experience, SERVQUAL, terhadap Customer Trust, Customer Engagement, dan Customer Loyalty sebagai strategi perlindungan hak pelanggan. Disain penelitian kuantitatif kausalitas, dengan Structural Equation Modeling (SEM), serta instrumen kuesioner pada 550 purposive sampling responden, dianalisa dengan serangkaian uji statistk menggunakan SPSS dan LISREL. Hasil penelitian menunjukan Ethical Marketing, dan SERVQUAL berpengaruh tinggi terhadap Customer Trust, diikuti dengan pengaruh Customer Engagament terhadap Customer Loyalty.   

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