Article Per Year (5 Year)
p-Index From 2019 - 2024
0.23
P-Index
This Author published in this journals
All Journal JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN)
Lisnawati
Universitas Sriwijaya
Decision Sciences, Operations Research & Management

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Membangun Loyalitas Online: Pengaruh Kepercayaan Merek, Keterikatan Merek dan Penerimaan Teknologi Dessy Yunita; Ahmad Nazaruddin; Lisnawati
JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) Vol. 9 No. 2 (2023): JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) MEI
Publisher : Universitas Medan Area

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31289/jkbm.v9i2.8848

Abstract

Technological developments change the mode of retail business. Initially, the company relied on traditi-onal channels (brick and mortar), then changed to online-based channels (brick and click). These changes affect customer behavior towards retail. Loyalty that has been built in traditional retail with a single channel is expected to be able to form online loyalty in multi-channel retail. Brand trust, brand attach-ment, and technology acceptance are considerations that influence online loyalty. The population are The Body Shop (TBS) buyers who have made purchases in stores and online channels. The sampling method uses non probability sampling and the sample selection uses purposive sampling, which is selected accord-ing to research needs. The data collection method was in the form of distributing 200 questionnaires. The analysis technique uses structural equation modeling to examine the relationships and influences between variables. The statistical analysis use SPSS version 22 and AMOS version 22 were used. The research results showed that brand trust, brand attachment had a positive significant effect on offline loyalty, offline loyalty had a positive significant effect on online loyalty and technology acceptance had no positive significant effect on online loyalty. Then, offline loyalty is not proven to mediate between brand trust and online loyalty and offline loyalty is not proven to mediate between brand attachment and online loyalty
Co-Authors Ahmad Nazaruddin Yunita, Dessy