Pengaruh Referral Reward Program Terhadap Recommendation Intention Dengan Mediator User Experience  Dan Relationship Quality

Agil Ramadhan

Authors

Agil Ramadhan Universitas Siliwangi

Keywords:

Program Hadiah Referensi, Pengalaman pengguna, Kualitas Hubungan, Niat, Rekomendasi

Abstract

Tujuan Penelitian ini adalah untuk mengetahui dan menganalisis pengaruh referral reward program terhadap recommendation intention dengan user experience dan quality relationship sebagai variabel mediasi pada pengguna tiktok yang ada di Kota Tasikmalaya. Metode penelitian yang digunakan adalah metode survey, yang disebarkan kepada pengguna media TikTok yang diambil secara acak untuk menajdi populasinya dengan teknik pengambilan sampel nya yaitu non probability sampling dengan sample yang ditentukan sebanyak 100 orang responden yang berpartisipasi. Alat analisis data menggunakan Regresi Intervening dengan pengolahan menggunakan aplikasi SPSS. Berdasarkan hasil penelitian diketahui bahwa referral reward program dapat memengaruhi user experience, relationship quality dan recommendation intention. User experience dan relationship quality dapat memenagruhi recommendation intention juga. Kemudian hasil penelitian menunjukan bahwa user experience dan relationship quality tidak dapat memediasi referral reward program terhadap recommendation intention

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