SYAFIRA, ALYA (2021) EFEK MEDIASI KEPUASAN PELANGGAN PADA PENGARUH KUALITAS LAYANAN ELEKTRONIK, CITRA MEREK DAN KOMUNIKASI GETOK TULAR ELEKTRONIK TERHADAP LOYALITAS PELANGGAN (Studi Pada Pengguna Layanan Dompet Digital OVO). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze customer satisfaction in mediating the quality of electronic services, brand image and e- word of mouth on customer loyalty of OVO digital wallet services. The population in this study were all OVO’s users. The samples used were 150 active OVO users who had transacted using OVO at least three times. The sampling method used was purposive sampling technique. The data collection method used a questionnaire research instrument. The data analysis method used in this research is Partial Least Square. This study proves that the quality of electronic services, brand image and e-word of mouth have positive and significant effect on customer loyalty directly or indirectly mediating by customer satisfaction. Customer satisfaction has positive and significant effect on customer loyalty. Keywords: digital wallet, OVO, customer satisfaction, customer loyalty Penelitian ini bertujuan untuk menganalisis kepuasan pelanggan dalam memediasi kulitas layanan elektronik, citra merek dan getok tular elektronik terhadap loyalitas pelanggan layanan dompet digital OVO. Populasi dalam penelitian ini adalah seluruh pengguna layanan OVO. Sampel yang dipergunakan adalah sebanyak 150 pengguna aktif OVO yang sudah bertransaksi menggunakan OVO sebanyak minimal 3 kali. Metode penarikan sampel menggunakan teknik purposive sampling. Metode pengumpulan data menggunakan instrument penelitian kuesioner. Metode analisis data yang digunakan dalam penelitian ini adalah Partial Least Square. Penelitian ini membuktikan bahwa kualitas layanan elektronik, citra merek dan getok tular elektronik berpengaruh positif dan signifikan terhadap loyalitas pelanggan secara langsung maupun tidak langsung dengan mediasi kepuasan pelanggan. Kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Kata kunci: dompet digital, OVO, kepuasan pelanggan, loyalitas pelanggan
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43116120381 |
| Uncontrolled Keywords: | dompet digital, OVO, kepuasan pelanggan, loyalitas pelanggan |
| 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ADELINA HASNA SETIAWATI |
| Date Deposited: | 25 Jul 2023 07:37 |
| Last Modified: | 25 Jul 2023 07:37 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/79607 |
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