Pengaruh Keterikatan Merek terhadap Customer Citizenship Behavior Melalui Nilai yang Dirasa dan Kepercayaan Pelanggan Milenial Starbucks di Sidoarjo
Daftar Isi:
- Currently Starbucks is on the rise because millennial teenagers prefer Starbucks to enjoy a cup of coffee than other coffee shops. The purpose of this study was to examine and analyze the effect of Brand Engagement on Customer Citizenship Behavior through Customer Perceived Values and Starbucks Millennial Customer Trust in Sidoarjo. This type of research is causality research. The sample in this study were 100 customers who bought Starbucks in Sidoarjo using purposive sampling technique. The data collection technique in this study uses Partial Least Square analysis using the WarpPLS program. The results of the analysis in this study indicate that Brand Engagement has a significant effect on Customer Perceived Value, Customer Trust and Customer Citizenship Behavior. The results of the analysis also prove that Customer Perceived Value and Customer Trust have a significant effect on Customer Citizenship Behavior. Then Customer Perceived Value and Customer Trust are proven to mediate the influence of Brand Engagement with Customer Citizenship Behavior with a partial influence role. Keywords : Brand Engagement, Customer Perceived Value, Customer Trust, Customer Citizenship Behavior