Increasing DKI Jakarta Cooperative Customer Loyalty Through Value Perception and Customer Engagement

Abstract

This research aims to analyze the influence of perceived value directly and indirectly
through customer involvement on cooperative customer loyalty. The approach used is
quantitative with the path analysis method. The application used for data analysis
techniques is Lisrel 10.2. Data was collected through a questionnaire in the form of a
Googleform link from 391 employee cooperative members from 22 cooperatives in
DKI Jakarta. The questionnaire is structured based on the development of the
dimensions of each variable. The perceived value variable has the dimensions
emotional value, social value, quality value, and price value. The customer
involvement variable has the variables enthusiasm, attention, absorption, interaction
and identification. The customer loyalty variable has the dimensions of repeat
purchases, recommendations, commitment and purchases outside the product or
service line. Data analysis techniques use measurement model analysis and hypothesis
testing. The results of research using Confirmatory Factor Analysis show that all
dimensions contained in the variables of perceived value, customer involvement and
customer loyalty in the research are in the fit category so they are suitable for use in
research. Perceived value can be a good predictor variable for customer engagement
and customer loyalty. Perceived value has a greater influence and contribution when
compared to customer involvement on customer loyalty