PERAN CUSTOMER ENGAGEMENT MEMEDIASI CUSTOMER INVOLVEMENT PADA TRUST DAN WORD OF MOUTH

Abstract

This research was conducted to investigate the role of Customer Engagement as a mediator in the relationship between Customer Involvement in Trust and Word of Mouth. The type of research is causal research. A total of 150 sample respondents are consumers who are also users of Samsung's Instagram social media products. The sampling technique used purposive sampling, while the analysis technique was Linear Structural Realtionship (LISREL). The statistical test of this study proves that Trust, Word of Mouth, and Customer Engagement are significantly affected by Customer Involvement. In addition, the statistical test results show that Word of Mouth and Trust are significantly affected by Customer Engagement. Likewise, the influence of Customer Involvement with Trust and the influence of Customer Involvement with Word of Mouth, was significantly mediated by Customer Engagement.