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

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.