ANALISA LOYALITAS GENERASI Z TERHADAP PILIHAN SKINCARE
نویسندگان
چکیده
Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh brand satisfaction dan customer engagement terhadap loyalty melalui attitude, attachment trust. Metode yang digunakan selama pengumpulan sampel menggunakan metode quota sampling pendekatan kuantitatif generasi Z di kota Batam khususnya berusia 15-25 tahun. Dalam penilitian 412 data pengujian hipotesis SEM PLS. Hasil penelitian menunjukkan bahwa tidak berpengaruh signifikan loyalty, positif attitude trust loyalty.
 
 Kata Kunci: Brand satisfaction, Customer engagement, trust,
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ژورنال
عنوان ژورنال: Jurnal ilmiah bisnis dan ekonomi Asia
سال: 2023
ISSN: ['0126-1258', '2620-875X']
DOI: https://doi.org/10.32815/jibeka.v17i2.1390