PENGARUH E-SERVICE QUALITY DAN SALES PROMOTION TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI

SARI, AYU PURNAMA (2021) PENGARUH E-SERVICE QUALITY DAN SALES PROMOTION TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of e-service quality and sales promotion on customer loyalty through customer satisfaction as a mediation variable. The object of this study is Tokopedia and the number of samples used in this study 287 respondents using the heir formula calculation method, namely the indicator multiplied by 7. The sampling method used the purposive sampling method, the data collection method used the questionnaire method and data analysis used Partial Least Square (PLS ). The results shows that e-service quality has a positive and significant effect on customer satisfaction, sales promotion has a positive and significant effect on customer satisfaction, customer satisfaction has a positive and significant effect on customer loyalty, e-service quality has a positive and significant effect on customer. Loyalty, sales promotion have a positive and significant effect on customer loyalty, e- service quality has a positive and significant effect on customer loyalty through customer satisfaction as a mediation variable, and sales promotion has a positive and significant effect on customer loyalty through customer satisfaction as a mediation variable. Keywords: E-Service Quality, Sales Promotion, Customer Satisfaction, Customer Loyalty, and Tokopedia. Penelitian ini bertujuan untuk menganalisis pengaruh e-service quality dan sales promotion terhadap customer loyalty melalui customer satisfaction sebagai variabel mediasi. Objek penelitian ini adalah Tokopedia dan jumlah sampel yang digunakan dalam penelitian ini sebanyak 287 responden dengan menggunakan metode perhitungan rumus heir yaitu indikator dikalikan 7. Metode penarikan sampel menggunakan metode purposive sampling, metode pengumpulan data menggunakan metode kuesioner dan analisis data menggunakan Partial Least Square (PLS). Hasil penelitian diketahui bahwa e-service quality berpengaruh secara positif dan signifikan terhadap customer satisfaction, sales promotion berpengaruh secara positif dan signifikan terhadap customer satisfaction, customer satisfaction berpengaruh secara poositif dan signifikan terhadap customer loyalty, e-service quality berpengaruh secara positif dan signifikan terhadap customer loyalty, sales promotion berpengaruh secara positif dan signifikan terhadap customer loyalty, e-service quality berpengaruh secara positif dan signifikan terhadap customer loyalty melalui customer satisfaction sebagai variabel mediasi, dan sales promotion berpengaruh secara positif dan signifikan terhadap customer loyalty melalui customer satisfaction sebagai variabel mediasi. Kata Kunci: E-Service Quality, Sales Promotion, Customer Satisfaction, Customer Loyalty, dan Tokopedia.

Item Type: Thesis (S2)
NIM/NIDN Creators: 55118120157
Uncontrolled Keywords: E-Service Quality, Sales Promotion, Customer Satisfaction, Customer Loyalty, dan Tokopedia.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 21 Feb 2022 02:52
Last Modified: 08 Jul 2023 08:10
URI: http://repository.mercubuana.ac.id/id/eprint/56267

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