Peran Moderasi Complaint Handling Antara Ideological Incompatibility, Symbolic Incongruity, Negative Past Experience, Corporate Social Irresponsibility dan Brand Attitude Terhadap Brand Hate
Abstract
Penelitian ini bertujuan untuk menganalisis peran moderasi complaint handling antara ideological incompatibility, symbolic incongruity, negative past experience, corporate social irresponsibility dan brand attitude terhadap brand hate. Kinerja inovasi pada penelitian ini difokuskan pada budaya batal yang menjadi dampak dari kegagalan layanan. Data yang digunakan dalam penelitian ini merupakan data primer yang diperoleh langsung dari responden. Sampel penelitian dipilih menggunakan non-probability sehingga dipilih 4 perusahaan atau platform e-commerce yang menjadi sampel. Analisis data yang digunakan untuk uji hipotesis yaitu analisis SEM ( structure equaling models) dengan menggunakan program PLS 3. Hasil penelitian menunjukkan bahwa ideological incompatibility, symbolic incongruity, negative past experience, corporate social irresponsibility dan brand attitude memiliki pengaruh positif dan signifikan terhadap brand hate. Selain itu, variable complaint handling terbukti dapat memoderasi dengan arah hubungan positif ideological incompatibility, negative past experience, corporate social irresponsibility dan symbolic incongruity, brand attitude dengan hubungan negatif terhadap brand hate. Hasil penelitian ini memberikan informasi bahwa dengan adanya peran moderasi complaint handling akan mengurangi efek budaya batal dan kehilangan pelanggan. Selain itu, tingkat penanganan pelanggan yang tinggi akan memberikan dampak positif terhadap pelanggan yang kecewa atas kegagalan layanan dan memberikan dampak positif terhadap perusahaan atau platform e-commerce.
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