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