RELATIONSHIP COMMITMENT DAN CUSTOMER ENGAGEMENT: STIMULUS SERTA KONSEKWENSI PADAKONSUMEN PENGGUNA TRANSPORTASI DARAT

Abstract

Abstract.The purpose of carrying out this research is to analyze the stimulus and consequence of Relationship commitment and Customer engagement. Moreover, integratedly be able to analyze the effect of Trust, Relationship commitment, Customer engagement towards Repurchase intention on 200 respondents of AKAP Bus user who uses the interprovince bus services minimum 2 in the past 6 months using Purposive Sampling technique, and analyzing method using Structural Equation Model technique. The result of the research finds:(1) Positive effect of Cognitive trust, Affective trust towards Relationship commitment, Customer engagement, Repurchase intention; (2) Positive effect of Relationship commitment, Customer engagement towards Repurchase intention; (3) Relationship commitment, Customer engagement is seen as the mediator in relationship among Cognitive trust, Affective trust and Repurchase intention; (4) Affective trust is the biggest stimulus effecting Relationship commitment, Customer engagement; and(5) Repurchase intention is the consequence of Relationship commitment and Customer engagement, however, Customer engagement has bigger effect on Repurchase intention. On future research, it is advisable to add Service quality and Customer satisfaction variables as stimulus of Relationship commitment and Customer engagement. Keywords: Cognitive trust, Affective trust, Relationship commitment, Customer engagement, Repurchase intention