PENGARUH E-KUALITAS LAYANAN DAN PERSEPSI HARGA MEMEDIASI KEPUASAN PELANGGAN TERHADAP LOYALITAS KONSUMEN PADA E-COMMERCE LAZADA

PUJIANTI, ANIK (2022) PENGARUH E-KUALITAS LAYANAN DAN PERSEPSI HARGA MEMEDIASI KEPUASAN PELANGGAN TERHADAP LOYALITAS KONSUMEN PADA E-COMMERCE LAZADA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the effect of e-service quality and price perception mediating customer satisfaction on consumer loyalty in ecommerce Lazada. The population in this study is millennial and gen z people who make online transactions more or less 2 times a month. The number of samples used in this study were 125 respondents with a quantitative descriptive approach. Data analysis using Partial Least Square (PLS). This study proves that e-service quality has a positive and significant effect on customer satisfaction. Price perception has no positive and significant effect on customer satisfaction. E-service quality has a positive and significant effect on consumer loyalty. price perception has a positive and significant effect on consumer loyalty. Customer satisfaction has a positive and significant effect on consumer loyalty. Keywords: E-Service Quality, Price Perception, Customer Satisfaction, Consumer Loyalty. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh dari ekualitas layanan dan persepsi harga memediasi kepuasan pelanggan terhadap loyalitas konsumen pada e-commerce Lazada. Populasi dalam penelitian ini adalah masyarakat milenial dan gen z yang melakukan transaksi online kurang lebih sebanyak 2 kali dalam sebulan. Jumlah sampel yang digunakan dalam penelitian ini yaitu sebanyak 125 responden dengan pendekatan deskriptif kuantitatif. Analisis data menggunakan Partial Least Square (PLS). Penelitian ini membuktikan bahwa e-kualitas layanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Persepsi harga tidak berpengaruh positif dan signifikan terhadap kepuasan pelanggan. E-kualitas layanan berpengaruh positif dan signifikan terhadap loyalitas konsumen. persepsi harga berpengaruh positif dan signifikan terhadap loyalitas konsumen. Kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas konsumen. Kata Kunci : E-Kualitas Layanan, Persepsi Harga, Kepuasan Pelanggan, Loyalitas Konsumen.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 291
Call Number: SE/31/22/182
NIM/NIDN Creators: 43118010023
Uncontrolled Keywords: E-Kualitas Layanan, Persepsi Harga, Kepuasan Pelanggan, Loyalitas Konsumen.
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
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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 01 Dec 2022 08:12
Last Modified: 01 Dec 2022 08:12
URI: http://repository.mercubuana.ac.id/id/eprint/72117

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