THE IMPACT OF INTERACTIVITY, PERCEIVED EFFECTIVENESS, TRUST, AND EXPERIENTIAL MARKETING ON ONLINE TRANSPORTATION CUSTOMER LOYALTY
Dublin Core
Title
THE IMPACT OF INTERACTIVITY, PERCEIVED EFFECTIVENESS, TRUST, AND EXPERIENTIAL MARKETING ON ONLINE TRANSPORTATION CUSTOMER LOYALTY
Subject
Interactivity, perceived effectiveness, trust, experiential marketing, customer loyalty
Description
The purpose of this study is to examine the effect of interactivity, perceived effectiveness, trust, and experiential marketing on online transportation customers' loyalty in Indonesia. This study surveyed 264 online transportation customers. Purposive sampling was used to recruit respondents. Partial Least Squares analysis was used to analyze the data in three steps, including inner model analysis, outer model analysis, and hypothesis testing. The hypothesis testing supported seven of the nine hypotheses proposed. The findings of this study indicate that interaction is a significant predictor of online transportation consumer loyalty. The report also discusses the implications of the results and the direction for further research.
Keywords: Interactivity, perceived effectiveness, trust, experiential marketing, customer loyalty
Keywords: Interactivity, perceived effectiveness, trust, experiential marketing, customer loyalty
Creator
Ananda Sabil Hussein1, Raditha Hapsari1
Source
https://e-journal.unair.ac.id/JMTT
Date
December 2, 2021
Contributor
PERI IRAWAN
Format
PDF
Language
ENGLISH
Type
TEXT
Files
Collection
Citation
Ananda Sabil Hussein1, Raditha Hapsari1, “THE IMPACT OF INTERACTIVITY, PERCEIVED EFFECTIVENESS, TRUST, AND EXPERIENTIAL MARKETING ON ONLINE TRANSPORTATION CUSTOMER LOYALTY,” Repository Horizon University Indonesia, accessed April 19, 2025, https://repository.horizon.ac.id/items/show/5362.