PRODJOSUDJADI, RAKA ADHITYA WAHONO (2023) HUBUNGAN ANTARA E-WOM, CUSTOMER TRUST DENGAN BRAND LOYALTY PADA E-COMMERCE “X”. S1 thesis, Universitas Mercu Buana.
|
Text (HAL COVER)
01. COVER.pdf Download (477kB) | Preview |
|
|
Text (ABSTRAK)
02. ABSTRAK.pdf Download (130kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
03. BAB I.pdf Restricted to Registered users only Download (68kB) |
|
|
Text (BAB II)
04. BAB II.pdf Restricted to Registered users only Download (295kB) |
|
|
Text (BAB III)
05. BAB III.pdf Restricted to Registered users only Download (158kB) |
|
|
Text (BAB IV)
06. BAB IV.pdf Restricted to Registered users only Download (351kB) |
|
|
Text (BAB V)
07. BAB V.pdf Restricted to Registered users only Download (140kB) |
|
|
Text (DAFTAR PUSTAKA)
08. DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (126kB) |
|
|
Text (LAMPIRAN)
09. LAMPIRAN.pdf Restricted to Registered users only Download (821kB) |
Abstract
E-commerce transactions in Indonesia have increased from 2018 to 2022. This increase occurred in line with the impact of large-scale social restrictions imposed by the government due to the COVID-19 pandemic. This condition creates intense competition among e-commerce operating in Indonesia. This study aims to determine the relationship between electronic words of mouth (ewom), customer trust and brand loyalty in e-commerce "X". The subjects in this study were users of the e-commerce application X who had made transactions more than twice. The sample selection technique used was purposive sampling with a total sample of 150 respondents. The analytical method used is Pearson Product Moment correlation analysis. The results of the study show that electronic words of mouth (EWOM) and customer trust have a positive and significant relationship with brand loyalty. Electronic word of mouth (EWOM) has a positive relationship with customer trust. Keywords: ewom, customer trust, brand loyalty, e-commerce Transaksi e-commerce di Indonesia mengalami peningkatan di periode 2018 sampai dengan 2022. Peningkatan ini terjadi seiring dengan imbas pembatasan sosial berskala besar yang dilakukan pemerintah karena pandemi covid-19. Kondisi ini menimbulkan persaingan yang ketat diantara e-commerce yang beroperasi di Indonesia. penelitian ini bertujuan untuk mengetahui hubungan electronic words of mouth (ewom), customer trust dan brand loyalty pada ecommerce “X”. Subjek pada penelitian ini adalah para pengguna aplikasi ecommerce X yang telah melakukan transaksi lebih dari dua kali. Teknik pemilihan sampel yang digunakan adalah purposive sampling dengan jumlah sampel penelitian sebanyak 150 responden. Metode analisis yang digunakan adalah analisis korelasi Pearson Product Moment. Hasil penelitian menunjukkan bahwa electronic words of mouth (EWOM) dan customer trust memiliki hubungan yang positif dan signifikan dengan brand loyalty. Electronic words of mouth (EWOM) memiliki hubungan yang positif dengan customer trust. Kata Kunci: ewom, customer trust, brand loyalty, e-commerce
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FP/PSI. 23 039 |
| NIM/NIDN Creators: | 46115010096 |
| Uncontrolled Keywords: | ewom, customer trust, brand loyalty, e-commerce |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental |
| Divisions: | Fakultas Psikologi > Psikologi |
| Depositing User: | ADELINA HASNA SETIAWATI |
| Date Deposited: | 02 May 2023 01:48 |
| Last Modified: | 02 May 2023 01:48 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/76616 |
Actions (login required)
 |
View Item |
