ANALISIS CUSTOMER CITIZENSHIP BEHAVIOR MELALUI BRAND AUTHENTICITY DIMEDIASI OLEH CUSTOMER EXPERIENCE PADA PRODUK SKINTIFIC

Irene Junita Thomas(1*),


(1) 
(*) Corresponding Author

Abstract


Penelitian ini bertujuan untuk menganalisis Customer Citizenship Behavior Melalui Brand Authenticity Dimediasi Oleh Customer Experience Pada Produk Skintific. Jenis penelitian yang digunakan adalah penelitian kuantitatif dengan jumlah 125 responden yang memenuhi kriteria sampel dan diambil dengan menggunakan teknik purposive sampling. Data diolah menggunakan metode software Partial Least Square Structural Equation Modeling (PLS-SEM) dan analisis deskriptif. Hasil penelitian menunjukan bahwa Brand Authenticity berpengaruh terhadap Customer Citizenship behavior, Brand Authenticity berpengaruh terhadap Customer Experience, Customer Experience berpengaruh terhadap Customer Citizenship Behavior, Customer Experience sebagai variabel mediasi berpengaruh  terhadap Brand Authenticity dan Customer Citizenship Behavior pada  produk Skintific.

 


Keywords


Customer Citizenship Behavior, Brand Authenticity, Customer Experience

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