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http://dx.doi.org/10.13106/jafeb.2021.vol8.no11.0317

The Effects of Customer Engagement and Brand Trust on Brand Loyalty: A Case Study of BPJS Healthcare Participants in Indonesia  

KHOLIS, Noor (Management Department, Faculty of Economics, Universitas Islam Sultan Agung Semarang)
RATNAWATI, Alifah (Management Department, Faculty of Economics, Universitas Islam Sultan Agung Semarang)
Publication Information
The Journal of Asian Finance, Economics and Business / v.8, no.11, 2021 , pp. 317-324 More about this Journal
Abstract
This study aims to analyze how to increase the brand loyalty of BPJS Healthcare participants who are Muslim in Indonesia by increasing customer engagement and brand trust. This study is based on the premise that effective customer engagement is the first step toward gaining brand trust and loyalty. The five dimensions of customer engagement, namely enthusiasm, attention, absorption, interaction, and identification, were tested on how they affect brand trust and brand loyalty. This research was conducted by distributing questionnaires to 216 Muslim respondents who were BPJS Health users from six Islamic hospitals in Central Java, Indonesia. Data analysis was performed using a regression test with SPSS. The results showed that the dimensions of customer engagement consisting of enthusiasm, attention, and absorption had a significant effect on brand trust. Meanwhile, the dimensions of customer engagement which consist of interaction and identification, do not affect brand trust. Furthermore, brand loyalty can be influenced by enthusiasm, interaction, and brand trust. Meanwhile, attention, absorption, and identification cannot affect brand loyalty. Thus, the dimensions of customer engagement that can directly affect brand loyalty are enthusiasm and interaction, while those that affect indirectly (through brand trust), are enthusiasm, attention, and absorption.
Keywords
Brand Loyalty; Customer Engagement; Brand Trust; BPJS Healthcare;
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