HUBUNGAN ANTARA CUSTOMER ENGAGEMENT DENGAN KEPERCAYAAN MEREK FASHION DARI UKM PADA MAHASISWA PSIKOLOGI UNIVERSITAS DIPONEGORO SEMARANG

Endah Mujiasih

doi:10.14710/empati.2024.44095

DOI: https://doi.org/10.14710/empati.2024.44095

HUBUNGAN ANTARA CUSTOMER ENGAGEMENT DENGAN KEPERCAYAAN MEREK FASHION DARI UKM PADA MAHASISWA PSIKOLOGI UNIVERSITAS DIPONEGORO SEMARANG

Endah Mujiasih

Fakultas Psikologi, Universitas Diponergoro, Indonesia, Indonesia

Received: 14 May 2024; Published: 11 Jul 2024.

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

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Abstract

Usaha Kecil dan Menengah (UKM) menjadi salah satu unit usaha di masyarakat yang berperan penting dalam perekonomian di Indonesia. Sayangnya, sampai saat ini produk UKM belum banyak dilirik oleh masyarakat karena kurangnya pengetahuan pemilik UKM tentang pentingnya pemasaran. Maka dari itu, produk-produk milik UKM membutuhkan berbagai aktivitas pemasaran agar lebih dekat secara psikologis, sehingga UKM dapat memperoleh kepercayaan masyarakat. Penelitian ini dilakukan untuk mengetahui hubungan antara customer engagement dengan kepercayaan merek produk fashion UKM pada mahasiswa Fakultas Psikologi Universitas Diponegoro. Penelitian ini melibatkan sebanyak 141 mahasiswa dengan teknik incidental random sampling. Instrumen yang digunakan dalam penelitian ini adalah skala customer engagement (29 aitem, α=.912) dan skala brand trust (37 aitem, α=.923). Hasil analisis regresi menunjukkan adanya hubungan yang positif dan signifikan antara customer engagement dengan brand trust pada mahasiswa. Customer engagement memberikan sumbangan efektif sebesar 37.6% pada brand trust.

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Keywords: customer engagement; brand trust; UKM

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Section: Research Articles

Language : EN

In Jurnal Empati: Volume 13, Nomor 3, Tahun 2024 (Juni 2024)

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