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All Journal Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Jurnal Ekonomi dan Kewirausahaan Media Ekonomi dan Manajemen Indonesian Journal of Business and Entrepreneurship (IJBE) JURNAL EKONOMI AKUNTANSI DAN MANAJEMEN EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis MIX : Jurnal Ilmiah Manajemen Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Jurnal Organisasi Dan Manajemen JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) JURNAL MANAJEMEN (EDISI ELEKTRONIK) Jurnal Keuangan dan Bisnis JESI (Jurnal Ekonomi Syariah Indonesia) Kajian Bisnis STIE Widya Wiwaha JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) Jurnal Ilmiah Poli Bisnis Value: Jurnal Manajemen dan Akuntansi Jurnal Informatika Ekonomi Bisnis BASKARA: Journal of Business and Entrepreneurship Jurnal Darma Agung Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Cakrawala Repositori Imwi Jurnal Ecogen Jurnal Manajemen Bisnis dan Keuangan Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Keuangan dan Bisnis Jurnal Informatika Ekonomi Bisnis Ekuitas Jurnal Pnedidikan Ekonomi JER
Endy Gunanto Marsasi
Universitas Islam Indonesia
Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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Journal : MIX : Jurnal Ilmiah Manajemen

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How Gratitude and Self-Image Congruency Can Affect the Satisfaction, Trust and Affective Commitment? Siska Wiganda; Endy Gunanto Marsasi
MIX: JURNAL ILMIAH MANAJEMEN Vol 13, No 2 (2023): MIX: JURNAL ILMIAH MANAJEMEN
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2023.v13i2.003

Abstract

Objectives: This study aims to determine the effect of perceived relationship marketing investments, self-image congruency, and customer gratitude on satisfaction, trust, and affective commitment perceived by-product customers who are associated with local brands. Methodology: This study uses a quantitative approach by distributing questionnaires. Hypothesis testing was carried out using SEM (Structural Equation Model) analysis technique on AMOS 24.0 software. The object used is the brand of consumer goods products. This research was conducted by surveying 305 Y and Z generation customers who have used or are currently using the product.Finding: The results of this study indicate that gratitude has a positive and significant effect on trust and affective commitment, and also has a negative and significant effect on overall satisfaction.Conclusion: This research shows that when the customer has felt the relationship marketing investment that a product or organization has made then from then positive feelings and a greater sense of gratitude will arise for the product or organization. Keywords: Affective Commitment; Customer Gratitude; Perceived Relationship Marketing Investment; Satisfaction; Self-Image Congruence; Trust.
Co-Authors Achmad Aflah Aufa Afaf, Irfan Ahcmad Rivai Sinar Gemilang Alifia Indah Putri Shaliha Anindya Panyekar Asih Dewi Yuanita Berlian Annisa Hermawan Billy Pratama cantika kusuma Cielomita Brilian Qotrunnada Deasa Nurrhausan Albana Deni Saputra Desna Ramadhanti Dhea Almyra Putri Andari farhan ratna Hafiz Jodith Arfansyah Lauda Radhea Zain Melfi Cahya Anggraini Mohamad Rizan Muhammad Taufikkur Rahman Afandi Niken Safitri Nova Jelita Desilia Ajeng Odhyza Prakarsa Razak Raudah Rakhmah Yumi Sarah Barqiah Sarah Barqiah Siska Wiganda Tasya, Athala Insyira Yayi Candradewi Yenni Kurnia Gusti Zuhdi Syaiful Anhar