Pengaruh Online Consumer Engagement dalam Website HijUp.com terhadap Kepercayaan Konsumen (Studi terhadap Konsumen HijUp.com)

This study aims to determine the effect of online consumer engagement applied by HijUp.com towards consumer trust. From Marketing Public Relations theory of consumer relations, the writer comes with consumer engagement topic that as an expansion strategy of consumer relations. In addition, the popularity of online field that causes a higher risk to consumer, making trust as the major issue that should be discussed when it comes to communication or marketing activities as the e-commerce company. This study used quantitative explanative approach, with multiple linier regressions to test the result. This study used online survey with 100 respondents as sample. The result showed a strong relationship between variables with determination coefficients of 0,607 which mean that consumer engagement effect on consumer trust of 60,7%. Meanwhile, the rest, 39,3%, is from the other factor outside regression model. There are three independent variables as elaboration of online consumer engagement concept; cognitive attachment, emotional attachment, and behavioural attachment. The result showed only two independent variables—cognitive attachment and emotional attachment—that has a significant effect on consumer trust, the other variable—behavioural attachment—did not have a significant effect. However, those three variables give a stimultant effect towards consumer trust. Keywords: Marketing Public Relations, Consumer Engagement, Consumer Trust, E-Commerce, HijUp.com DAFTAR PUSTAKA ARTIKEL Faulkner, Bill. Define Consumer Relations, diakses pada 8 Agustus 2015 dari http://www.ehow.com/about_6390671_define-consumer-relations.html Harvey, Michael. 15 Januari 2013. 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