Electronic Theses and Dissertation

Abstrak penelitiaan ini bertujuan untuk menguji pengaruh visual experience dan intellectual experience yang dimediasi oleh attitudinal loyalty terhadap behavioral loyalty pada pengguna zalora. pengumpulan data dalam penelitian ini diperoleh melalui penyebaran google form sebagai instrumen pengumpulan data terhadap 160 responden. teknik pengambilan sampel yang digunakan dalam penelitian ini adalah non-probability sampling dengan jenis yang digunakan purposive sampling. berdasarkan hasil analisis menunjukkan bahwa visual experience berpengaruh positif terhadap behavioral loyalty, intellectual experience berpengaruh positif terhadap behavioral loyalty, visual experience berpengaruh positif terhadap attitudinal loyalty, intellectual experience berpengaruh positif terhadap attitudinal loyalty, attitudinal loyalty berpengaruh positif terhadap behavioral loyalty dan attitudinal loyalty dapat memediasi hubungan antara visual experience terhadap behavioral loyalty dan juga attitudinal loyalty dapat memediasi hubungan antara intellectual experience terhadap behavioral loyalty. kata kunci: visual experience, intellectual experience, attitudinal loyalty, dan behavioral loyalty

ABSTRACT This research aims to examine the effect of visual experience and intellectual experience mediated by attitudinal loyalty on behavioral loyalty Zalora users. Data collection in this study was obtained through distributing google forms as a data collection instrument for 160 users. The sampling technique used in this study is non-probability sampling with the type used purposive sampling. Based on the results of the analysis, it shows that visual experience have a positive effect on behavioral loyalty, intellectual experience has a positive effect on behavioral loyalty, visual experience have a positive effect on attitudinal loyalty, intellectual experience has a positive effect on attitudinal loyalty, attitudinal loyalty has a positive effect on behavioral loyalty and attitudinal loyalty can mediate the relationship between visual experience on behavioral loyalty and also attitudinal loyalty can mediate the relationship between intellectual experience on behavioral loyalty. Keywords: Visual Experience, Intellectual Experience, Attitudinal Loyalty, and Behavioral Loyalty