Main Article Content

Abstract

This study aims to determine the effect of value in the brand page experience on customer satisfaction, to determine the effect of value in the brand page experience on customer engagement behaviours, to determine the effect of customer satisfaction on customer engagement behavior and to determine the effect of value in the brand page experience on customer engagement behaviors through customer satisfaction. The total population in this study amounted to 438 people, and by using the Slovin formula, a sample of 209 people was obtained. The analysis technique used is path analysis. The results showed that Value in the brand page experience had a positive and significant effect on customer satisfaction at PT. Bank SUMUT Medan. Value in the brand page experience has a positive and significant effect on customer engagement behavior at PT. Bank SUMUT Medan. Customer satisfaction has a positive and significant effect on customer engagement behavior at PT. Bank SUMUT Medan. There is a direct influence between the value in the brand page experience on customer engagement behavior through customer satisfaction at PT. Bank SUMUT Medan

Keywords

Value In The Brand Page Experience, Customer Engagement Behaviours, Customer Satisfaction

Article Details