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All Journal JURNAL PENDIDIKAN TAMBUSAI SULTANIST: Jurnal Manajemen dan Keuangan Jurnal Ilmiah Manajemen dan Bisnis Community Engagement and Emergence Journal (CEEJ) Management Studies and Entrepreneurship Journal (MSEJ) International Journal of Marketing and Human Resource Research Jurnal Abdimas Bina Bangsa AJAD : Jurnal Pengabdian kepada Masyarakat EJOIN : Jurnal Pengabdian Masyarakat Journal Business and Management
Juara Simanjuntak
Universitas HKBP Nommensen
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Stimulus Organism Response Perspective on Understanding Gen Z's Loyalty in Shopping on the TikTok Shop Pasaribu, Romindo M; Simanjuntak, Juara; Purba, Juliansen; Sembiring, Robi; Matondang, Vinsensius
Jurnal Ilmiah Manajemen & Bisnis Vol 8 No 2 (2023)
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38043/jimb.v8i2.4621

Abstract

This study aims to identify and analyze the direct effect of integration channels on customer affective and cognitive experiences and customer loyalty, as well as an indirect relationship where affective and cognitive experiences mediate between integration channels and customer loyalty Gen Z. This research is quantitative. The population used was Generation Z in Medan City with a sample size of 253 respondents. Sampling was carried out using a non-probability sampling approach using purposive sampling. The results of this study are product integration and price and transactions have a significant effect on customer experience both affectively and cognitively. Integration of promotions and access to information does not significantly affect the customer's experience effectively and cognitively. Customer service integration significantly affects cognitive customer experience but does not affect effective customer experience. The integration of customer service fulfillment has a significant effect on the customer's affective experience and does not affect the cognitive customer experience. Meanwhile, affective and cognitive customer experiences significantly affect Gen Z customer loyalty. In an indirect relationship, affective and cognitive customer experiences can mediate between promotion integration and access to information on customer loyalty. Affective experience cannot mediate between customer service integration on Gen Z loyalty while cognitive customer experience can mediate. Cognitive customer experience cannot mediate between integration of order fulfillment and loyalty, while affective experience can mediate. This research contributes to the omnichannel marketing literature by providing new insights into the importance of affective and cognitive customer experiences in omnichannel shopping.
Co-Authors ANITA TRESIA SAMOSIR Frans Yolanda Tampubolon Herry D.S. Pasaribu Jantri Saragih Juliansen Purba Krismanto Erick Tobush Naibaho Matondang, Vinsensius Miseri Four Ningsi Zendrato Nia Purba Pasaman Silaban, Pasaman Pasaribu, Adi A. Pasaribu, Romindo Pasaribu, Romindo M Pasaribu, Romindo M. Purba, Juliansen Romindo Megawati Pasaribu Rusliaman Siahaan Sembiring, Robi Sianturi, Charles Makmur Silaban, Frederick S Simanjuntak, Agus Nakkok Simanjuntak, Sri Ida Royani Sri Ida Royani Simanjuntak Tampubolon, Frans Yolanda Tanjung, Ribka C Turnip, Puja Miranda Vera A.R. Pasaribu Vinsensius Matondang Vinsensius Matondang