Customer Engagement and Customer Loyalty with Value Co-Creation as a Mediating Variable
Abstract
Abstract.This study aims to analyze how consumer involvement influences the behavior of creating shared value and its impact on customer loyalty of PT KCI?. The type of research used in this study is an explanatory research type. The population in this study were consumers of PT KCI, namely Commuter train users in the Jabodebek area. The sampling technique used in this study was purposive sampling, namely 140 Commuter train users in the Jabodebek area with departures or destinations at Jakarta Kota, Bekasi, Bogor, Tanah Abang and Tangerang stations. Data collection obtained through questionnaires was carried out using interval measurements with a Likert scale of 1 to 5. Data analysis in this study used Partial Least Square (PLS). The results of the hypothesis testing are as follows: Customer Participation has a significant positive effect on Value Co-Creation and Customer Loyalty; Social Support has a significant positive effect on Value Co-Creation and Customer Loyalty; Value Co-Creation has a significant positive effect on Customer Loyalty. Based on the proof of the hypothesis above, the conclusion of the results of this study is that increasing Value Co-Creation can be done by increasing Customer Participation and Social Support. Meanwhile, increasing consumer loyalty can be done by increasing Value Co-Creation supported by Customer Participation and Social Support.
Keywords: Customer Participation;Customer Loyalty; Computer Train; Social Support; Value Co-Creation.
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