PENGARUH CUSTOMER ENGAGEMENT DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN MELALUI BRAND AWARENESS SEBAGAI VARIABEL INTERVENING DI CV. FLORIST GLOBALINDO KABUPATEN PURWAKARTA

Fadela Fatihah Rizkaprazti, Wahyu Setiawan

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh Customer Engagement dan Kualitas Produk terhadap Brand awareness dan Loyalitas Pelanggan di CV. Flowrist Globalindo, Kabupaten Purwakarta. Dalam dunia bisnis yang semakin kompetitif, pengenalan merek dan loyalitas pelanggan menjadi faktor kunci dalam mempertahankan posisi pasar perusahaan. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada pelanggan CV. Flowrist Globalindo. Teknik pengambilan sampel yang digunakan adalah purposive sampling, dan data yang diperoleh dianalisis menggunakan metode regresi linier berganda. Hasil penelitian menunjukkan bahwa Customer Engagement dan Kualitas Produk memiliki pengaruh yang signifikan terhadap Brand awareness. Selain itu, Brand awareness juga ditemukan berperan penting dalam meningkatkan Loyalitas Pelanggan. Kesimpulannya, strategi untuk meningkatkan keterlibatan pelanggan dan kualitas produk yang baik dapat secara signifikan meningkatkan pengenalan merek dan loyalitas pelanggan di CV. Flowrist Globalindo. Penelitian ini memberikan kontribusi bagi perusahaan dalam merancang strategi pemasaran yang lebih efektif untuk memperkuat merek dan mempertahankan loyalitas pelanggan, serta menjadi referensi bagi penelitian selanjutnya dalam bidang pemasaran.

Kata Kunci: Customer Engagement Kualitas Produk, Brand awareness, Loyalitas Pelanggan, CV. Flowrist Globalindo.


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