The Effect of Consumer Engagement as a Mediation Variable on Brand Experience and Brand Loyalty on E-Commerce in Covid-19 Pandemic

Calvin Wijardi; Miharni Tjokrosaputro; Maria Ekarista; Ariel Krisnaputra

doi:10.2991/aebmr.k.220501.030

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The Effect of Consumer Engagement as a Mediation Variable on Brand Experience and Brand Loyalty on E-Commerce in Covid-19 Pandemic

Authors

Calvin Wijardi¹, Miharni Tjokrosaputro¹^{, *}, Maria Ekarista², Ariel Krisnaputra³

¹Faculty of Economics and Business, Universitas Tarumanagara, Jakarta, Indonesia

²Master Program of Digital Communication and Culture, University of Sydney, Sydney, Australia

³School of Communication, Simon Fraser University, Vancouver, Canada

^*Corresponding author. Email: miharnit@fe.untar.ac.id

Corresponding Author

Miharni Tjokrosaputro

Available Online 11 May 2022.

DOI: 10.2991/aebmr.k.220501.030 How to use a DOI?
Keywords: Brand Experience; Customer Engagement; Brand Loyalty
Abstract: The purpose of this study was to determine the effect of brand experience on customer engagement, the effect of customer engagement on brand loyalty, the effect of brand experience on brand loyalty, and the effect of brand experience on brand loyalty through customer engagement. The population of this research are people that using e-commerce. Judgmental sampling is used in this research by distributing online questionnaires and the collected data are processed with smartPLS-SEM. The results of this study are brand experience can positively affect customer engagement, customer engagement can positively affect brand loyalty, brand experience can positively affect brand loyalty and customer engagement can mediate the relationship between brand experience and brand loyalty.
Copyright: © 2022 The Authors. Published by Atlantis Press International B.V.
Open Access: This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title: Proceedings of the tenth International Conference on Entrepreneurship and Business Management 2021 (ICEBM 2021)
Series: Advances in Economics, Business and Management Research
Publication Date: 11 May 2022
ISBN: 10.2991/aebmr.k.220501.030
ISSN: 2352-5428
DOI: 10.2991/aebmr.k.220501.030 How to use a DOI?
Open Access: This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

ris enw bib

TY  - CONF
AU  - Calvin Wijardi
AU  - Miharni Tjokrosaputro
AU  - Maria Ekarista
AU  - Ariel Krisnaputra
PY  - 2022
DA  - 2022/05/11
TI  - The Effect of Consumer Engagement as a Mediation Variable on Brand Experience and Brand Loyalty on E-Commerce in Covid-19 Pandemic
BT  - Proceedings of the tenth International Conference on Entrepreneurship and Business Management 2021 (ICEBM 2021)
PB  - Atlantis Press
SP  - 193
EP  - 199
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220501.030
DO  - 10.2991/aebmr.k.220501.030
ID  - Wijardi2022
ER  -

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