Faktor-faktor yang memengaruhi brand loyalty yang dimediasi oleh brand trust pada perusahaan asuransi di Jakarta
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Abstract
From this research, the aim is to indicate whether brand experiences, perceived value, and customer engagement can predict brand loyalty mediated by brand trust on customers of Insurance Company in Jakarta. There are 100 respondents who were customers of Insurance Company in Jakarta by distributing questionnaires online and by agent, collecting data using a Likert scale and processing using Smart-PLS4. The results obtained show that brand experience cannot positively predict brand trust, perceived value and customer engagement predict brand trust positively and significantly. Brand trust predict brand loyalty positively and significantly. This research also show that brand trust cannot positively and significantly mediate brand experience and brand loyalty, but brand trust mediate positively and significantly perceived value, customer engagement and brand loyalty. With these results, researcher hope that insurance company in Jakarta can create an accurate marketing strategy to create trust and loyalty.
Dari penelitian ini, tujuannya adalah untuk menunjukkan apakah pengalaman merek, nilai yang dirasakan, dan keterlibatan pelanggan dapat memprediksi loyalitas merek yang dimediasi oleh kepercayaan merek pada nasabah PT Asuransi Jiwa di Jakarta. Responden yang digunakan adalah 100 orang yang merupakan nasabah asuransi jiwa di Jakarta dengan menyebarkan kuesioner secara online dan melalui agen asuransi, pengumpulan data menggunakan skala likert dan pengolahan menggunakan Smart-PLS4. Hasil yang diperoleh menunjukkan bahwa pengalaman merek tidak dapat memprediksi kepercayaan merek secara positif, nilai yang dirasakan dan keterlibatan pelanggan memprediksi kepercayaan merek secara positif dan signifikan. Kepercayaan merek memprediksi loyalitas merek secara positif dan signifikan. Penelitian ini juga menunjukkan bahwa kepercayaan merek tidak dapat memediasi pengalaman merek dan loyalitas merek secara positif dan signifikan, tetapi kepercayaan merek secara positif dan signifikan memediasi nilai yang dirasakan, keterlibatan pelanggan dan loyalitas merek. Dengan hasil ini, peneliti berharap perusahaan asuransi di Jakarta dapat membuat strategi pemasaran yang tepat untuk menciptakan kepercayaan dan loyalitas.
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