NURYANI, FITRI (2023) PENGARUH KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MELALUI APLIKASI SHOPEE (Studi Eksplanatif Pada pengguna shopee dan di instagram shopee). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Customer satisfaction is a feeling of pleasure or disappointment that arises after comparing the performance of the product or service that is considered against the expected performance. This study aims to determine the effect of Product Quality, Promotion, and Service Quality on Shopee Customer Satisfaction. In this study a survey method was used with the G-form as the research instrument. The population is Shopee application users, with a sample of users who have made purchase transactions at Shopee, a sample of 100 respondents is obtained. The results of this study indicate that the quality of shopee service is very influential on purchase satisfaction in the Shopee application, meaning that the higher the level of shopee service, the higher the level of purchase decisions. This is in accordance with Shopee's conditions which are reflected in Shopee's ability to maintain all transactions that occur at Shopee. The form of guarding activities organized by Shopee is to prevent acts of criminal behavior such as fraud, theft of consumer data and others. Keywords: Service quality, purchase satisfaction, shopee users, promos. Kepuasan Pelanggan adalah perasaan senang atau kecewa yang muncul setelah membandingkan kinerja produk atau layanan jasa yang dipikirkan terhadap kinerja yang diharapkan. Penelitian ini bertujuan untuk mengetahui pengaruh Kualitas Produk, Promosi, dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Shopee. Dalam penelitian ini digunakan metode survei dengan G-form sebagai instrument penelitian. Populasinya adalah pengguna aplikasi Shopee, dengan sampel pengguna yang telah melakukan transaksi pembelian di Shopee, maka diperoleh sampel sebanyak 100 responden. Hasil penelitian ini menunjukkan Kualitas pelayanan shopee sangat berpengaruh pada kepuasan pembelian di aplikasi Shopee, artinya semakin naik tingkat pelayanan shopee semakin naik juga tingkat keputusan pembelian. Hal ini sesuai dengan kondisi Shopee yang tercermin dari kemampuan Shopee dalam menjaga semua transaksi yang terjadi di Shopee. Adapun bentuk kegiatan penjagaan yang diselenggarakan oleh Shopee untuk mencegah adanya tindak perilaku kriminal seperti penipuan, pencurian data konsumen dan lain-lain. Kata kunci : Kualitas pelayanan , Kepuasan pembelian , pengguna shopee, promo.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FK/PKP. 23 015 |
| NIM/NIDN Creators: | 44316010036 |
| Uncontrolled Keywords: | Kualitas pelayanan , Kepuasan pembelian , pengguna shopee, promo. |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | ADELINA HASNA SETIAWATI |
| Date Deposited: | 17 May 2023 05:00 |
| Last Modified: | 17 May 2023 05:00 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/77238 |
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