Pengaruh online brand experience dan online community terhadap consumer loyalty melalui brand relationship quality pada e-commerce di indonesia

DETAIL KOLEKSI

Pengaruh online brand experience dan online community terhadap consumer loyalty melalui brand relationship quality pada e-commerce di indonesia

Oleh : Adinda Ariani Arief

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2026

Pembimbing 1 : Arnolt Kristian Pakpahan

Pembimbing 2 : Arnolt Kristian Pakpahan

Kata Kunci : Brand Relationship Quality. Consumer Loyalty,E-Commerce,Online Brand Community,Online Brand Experien

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2026_SK_SMJ_022001801254_Halaman-Judul.pdf	11
2.	2026_SK_SMJ_022001801254_Surat-Pernyataan-Revisi-Terakhir.pdf	1
3.	2026_SK_SMJ_022001801254_Surat-Hasil-Similaritas.pdf	1
4.	2026_SK_SMJ_022001801254_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf	1
5.	2026_SK_SMJ_022001801254_Lembar-Pengesahan.pdf	4
6.	2026_SK_SMJ_022001801254_Pernyataan-Orisinalitas.pdf	1
7.	2026_SK_SMJ_022001801254_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	1
8.	2026_SK_SMJ_022001801254_Bab-1.pdf	10
9.	2026_SK_SMJ_022001801254_Bab-2.pdf	27
10.	2026_SK_SMJ_022001801254_Bab-3.pdf	16
11.	2026_SK_SMJ_022001801254_Bab-4.pdf	27
12.	2026_SK_SMJ_022001801254_Bab-5.pdf	7
13.	2026_SK_SMJ_022001801254_Daftar-Pustaka.pdf	2
14.	2026_SK_SMJ_022001801254_Lampiran.pdf	21

Abstrak
Abstract

P Penelitian ini bertujuan menganalisis pengaruh online brand experience dan online brand community terhadap consumer loyalty melalui brand relationship quality sebagai pendekatan kuantitatif dengan metode surveiterhadap 200 responden yang dipilih menggunakan teknik purposive sampling. data dianalisis menggunakan structur equation modeling-partial least square (sem-pls). hasil penelitian ini menunjukan bahwa seluruh hipotesis diterima.nilai r-square sebesar 0,514 menunjukkan bahwa brand relationship quality dapat dijelaskan sebesar 51,4% oleh online brand experience dan online brand community, sedangkan nilai r-square sebesar 0,709 menunjukkan bahwa consumer loyalty dapat dijelaskan sebesar 70,9% oleh online brand experience, online brand community, dan brand relationship quality. penelitian ini merekomendasikan agar perusahaan e-commerce meningkatkan pengalaman merek secara online serta mengelola komunitas merek secara efektif untuk memperkuat kualitas hubungan dengan pelanggan dan meningkatkan loyalitas konsumen secara berkelanjutan.

T This study aims to examine the effects of online brand experience and online brand community on consumer loyalty, with brand relationship quality serving as a mediating variable among e-commerce users in indonesia. the study employed a quantitative approach using a survey method involving 200 respondents selected through purposive sampling. the data were analyzed using structural equation modelingâ€“partial least squares (sem-pls).the results indicate that all proposed hypotheses were supported. the r-square value of 0.514 indicates that brand relationship quality is explained by online brand experience and online brand community by 51.4%. meanwhile, the r-square value of 0.709 indicates that consumer loyalty is explained by online brand experience, online brand community, and brand relationship quality by 70.9%.based on these findings, this study recommends that e-commerce companies enhance customers\\\' online brand experiences and effectively manage online brand communities to strengthen brand relationship quality and foster sustainable consumer loyalty.