Mediation of Customer Experience in the Influence of Customer Engagement on Consumer Behavioral Intention of Halal Network International Products in Bengkulu City
Keywords:
Customer Experience, Customer Engagement, Consumer Behavioral Intention, MediationAbstract
Currently, many people are highlighting PT. HNI with the view that the products are too expensive and difficult to reach for the general public. However, many have also experienced the benefits of these products due to their extensive uses and benefits. PT. HNI is known for products that have various properties that are beneficial for health and fitness. Even though the price may be considered high by some people, HNI products are recognized as having significant added value in maintaining health and quality of life. This reflects the challenge of providing high quality products that are widely accessible to the public while maintaining company standards and reputation. Therefore, the aim of this research is to determine the influence of Customer Engagement on Behavioral Intention, Customer Experience, Consumers of International Network Halal Products Customer experience towards Behavioral intention and Customer Engagement towards Customer Intention mediated by Customer Experience in Bengkulu City. This research refers to a type of quantitative descriptive-based research, which refers to data analysis methods for organizing, parsing and synthesizing information. These findings indicate that Customer Engagement has a significant and positive influence on Behavior Intention and Customer Engagement plays a positive and significant role on Customer Experience. Customer Experience has a very strong and significant influence on Behavior Intention, Customer Engagement has a significant influence on Behavior Intention, and this influence is mediated by Customer Experience. This can be accepted based on these findings.
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