Krislinawati, Krislinawati (2025) PERAN MEDIASI KETERLIBATAN DAN KEPERCAYAAN PELANGGAN DALAM PENGARUH PENAMPILAN KARYAWAN TERHADAP MINAT PEMBELIAN. Thesis thesis, STIE Bank BPD Jateng.
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Abstract
This study aims to analyze the effect of employee appearance on customer engagement, customer trust, and purchase intention in the iron and steel industry in Central Java. A quantitative approach with a cross-sectional design was used to collect data from 99 respondents selected through purposive and cluster sampling. Analysis was conducted using Partial Least Square-Structural Equation Modeling (PLS-SEM). The results revealed that employee appearance significantly impacts customer engagement and trust. Additionally, customer engagement and trust mediate the influence of employee appearance on purchase intention. These findings offer insights for companies to design customer-centric marketing strategies by enhancing employee appearance to improve competitiveness. Keywords: Employee appearance, customer engagement, customer trust, purchase intention
| Item Type: | Thesis (Thesis) |
|---|---|
| Additional Information: | Penelitian ini bertujuan untuk menganalisis pengaruh penampilan karyawan terhadap keterlibatan pelanggan, kepercayaan pelanggan, dan minat pembelian pada industri besi dan baja di Jawa Tengah. Pendekatan kuantitatif dengan desain cross-sectional digunakan untuk mengumpulkan data dari 99 responden yang dipilih melalui purposive dan cluster sampling. Analisis dilakukan menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa penampilan karyawan memiliki pengaruh signifikan terhadap keterlibatan pelanggan dan kepercayaan pelanggan. Selain itu, keterlibatan dan kepercayaan pelanggan memediasi pengaruh penampilan karyawan terhadap minat pembelian. Temuan ini memberikan wawasan bagi perusahaan dalam merancang strategi pemasaran berbasis pelanggan dengan memaksimalkan penampilan karyawan untuk meningkatkan daya saing. |
| Uncontrolled Keywords: | Penampilan karyawan, keterlibatan pelanggan, kepercayaan pelanggan, minat pembelian |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S2 |
| Date Deposited: | 18 Sep 2025 04:38 |
| Last Modified: | 18 Sep 2025 04:38 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/2436 |
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