PENGARUH CITRA MEREK, SWITCHING COST, KEPUASAN DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN MELALUI SITUS ONLINE LAZADA (Studi Kasus Mahasiswa Reguler 1 Mercu Buana Meruya)

MAHENDRA, BIMA SATYA (2018) PENGARUH CITRA MEREK, SWITCHING COST, KEPUASAN DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN MELALUI SITUS ONLINE LAZADA (Studi Kasus Mahasiswa Reguler 1 Mercu Buana Meruya). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

ABSTRACT This research is to know the influence of brand image, switching cost, satisfaction, and trust to customer loyalty through online lazada website (case study at Mercu Buana University Meruya, West Jakarta). Sampling technique in this research is convenience sampling. Respondents in this study as many as 165 respondents who have never made a purchase in lazada. To test the validity, reliability and hypothesis testing using application of Structural Equation Modeling (SEM) with LISREL 8.80 and SPSS 20. The result of analysis shows that from four hypotheses in the research, Brand image has significant effect with t-values 4.30; Switching Cost has significant effect with t-values -2,03; Trust has significant effect with t-values -2.50; while Satisfaction has no significant effect with t-values 1.33. Keywords: Brand Image, Switching Cost, Satisfaction, Trust and Customer Loyalty ABSTRAK Penelitian ini untuk mengetahui pengaruh citra merek, switching cost, kepuasan, dan kepercayaan terhadap loyalitas pelanggan melalui situs online lazada (studi kasus pada Universitas Mercu Buana Meruya, Jakarta Barat). Teknik pengambilan sampel dalam penelitian ini yaitu convenience sampling. Responden dalam penelitian ini sebanyak 165 responden yang sudah pernah melakukan pembelian di lazada. Untuk menguji validitas, reliabilitas dan pengujian hipotesis menggunakan aplikasi Structural Equation Modeling (SEM) dengan LISREL 8.80 dan SPSS 20. Hasil analisis menunjukan bahwa dari empat hipotesis yang terdapat dalam penelitian, Citra Merek berpengaruh signifikan dengan t-values 4,30; Switching Cost berpengaruh signifikan dengan t-values -2,03; Kepercayaan berpengaruh signifikan dengan t-values -2,50; sedangkan Kepuasan berpengaruh tidak signifikan dengan t-values 1,33. Kata kunci : Citra Merek, Switching Cost, Kepuasan, Kepercayaan dan Loyalitas Pelanggan

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 18 008
NIM: 43113010320
Uncontrolled Keywords: Citra Merek, Switching Cost, Kepuasan, Kepercayaan dan Loyalitas Pelanggan
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 25 Jul 2018 02:34
Last Modified: 24 Sep 2018 08:19
URI: http://repository.mercubuana.ac.id/id/eprint/43811

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