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 Customer engagement has recently emerged in both academic literature and practitioner discussions as a new prespective in customer relationship management that aims to build brand loyalty. It is encouraged the emergence of new interaction channels, namely social media and the growing popularity of the Internet, which allows the company to interact more intensively with its customers. However, empirical investigations about customer engagement is relatively limited. This study aims to examine the effect of customer engagement on brand loyalty that mediated by customer satisfaction and brand trust on the mobile phone operator services. Researchers used an online survey approach on a sample of 140 customers who become the followers of twitter companyaccount, namely @XL123 . Data were analyzed using path analysis. The results showed that customer engagement influence customer satisfaction and brand trustpositively, but has no effect on brand loyalty. Customer satisfaction has positive influence on brand trust, but has no effect on brand loyalty, and brand trust influence brand loyaltypositively. This study contributes to the literature on customer engagement in the context of mobile telecommunications, with empirical evidence significant influence of customer engagement to customer satisfaction.ABSTRAKSICustomer engagement baru-baru ini muncul dalam literatur akademis dan diskusi praktisi sebagai perspektif baru dalam penerapan customer relationship managementyang bertujuan membangun loyalitas merek. Hal ini didorong munculnya saluran interaksi baru, yaitu media sosial dan semakin populernya internet, yang memungkinkan perusahaan dapat berinteraksi lebih intensif dengan pelanggannya. Namun demikian, penyelidikan empiris tentang customer engagement masih relatif terbatas. Penelitian ini bertujuan menguji pengaruh customer engagement terhadap loyalitas merek yang dimediasi kepuasan pelanggan dan kepercayaan merek pada jasa operator telepon seluler. Peneliti menggunakan pendekatan survei online pada 140 sampel pelanggan yang menjadi followers akun twitter perusahaan, yaitu @XL123. Data dianalisis menggunakan analisis jalur. Hasil penelitian menunjukkan bahwa customer engagement berpengaruh positif terhadap kepuasan pelanggan dan kepercayaan merek, tetapi tidak berpengaruh terhadap loyalitas merek. Kepuasan pelanggan berpengaruh positif terhadap kepercayaan merek, tetapi tidak berpengaruh terhadap loyalitas merek. Kepercayaan merek berpengaruh positif terhadap loyalitas merek. Penelitian ini berkontribusi tentang literatur customer engagement dalam konteks telekomunikasi seluler, dengan pembuktian empiris pengaruh signifikan customer engagement terhadap kepuasan pelanggan.

PENGARUH CUSTOMER ENGAGEMENT TERHADAP KEPUASAN PELANGGAN DAN KEPERCAYAAN MEREK SERTA DAMPAKNYA PADA LOYALITAS MEREK