PENGARUH KUALITAS PRODUK, PROMOSI DAN HARGA TERHADAP KEPUASAN KONSUMEN ONLINE SHOP (SHOPEE)

LORENSA, ERIENE PUTRI DIANA (2024) PENGARUH KUALITAS PRODUK, PROMOSI DAN HARGA TERHADAP KEPUASAN KONSUMEN ONLINE SHOP (SHOPEE). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aimed to determine the effect of product quality, promotion, and price on customer satisfaction on Shopee. The subjects in this study were individuals who use the Shopee platform in Indonesia. The study utilised a sample size of 102 respondents. The sampling method employed was purposive sampling. This data was analysed using Structural Equation Modelling (SEM) and subsequently processed using Partial Least Squares (PLS). The findings of this study indicated that Product Quality, Promotion, and Electronic Word of Mouth all significantly and positively affected Customer Satisfaction. Keywords: Product Quality, Promotion, Price, Customer Satisfaction, Online, Shopee. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Kualitas Produk, Promosi dan Harga Terhadap Kepuasan Konsumen Di Shopee. Subjek pada penelitian ini adalah seluruh pengguna shopee di Indonesia. Sampel yang digunakan dalam penelitian ini sebanyak 102 responden). Metode pengambilan sampel dilakukan dengan metode Purposive Sampling. Penelitian ini menggunakan teknik analisis data SEM dan pengolahan data menggunakan Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa Kualitas Produk berpengaruh positif signifikan terhadap Kepuasan Konsumen, Promosi berpengaruh positif signifikan terhadap Kepuasan Konsumen, serta Electronic Word of Mouth berpengaruh positif signifikan terhadap Kepuasan Konsumen. Kata kunci : Kualitas Produk, Promosi, Harga, Kepuasan Konsumen, Online, Shopee.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 24 297
Call Number:	SE/31/24/222
NIM/NIDN Creators:	43117010207
Uncontrolled Keywords:	Kualitas Produk, Promosi, Harga, Kepuasan Konsumen, Online, Shopee.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar 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 700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	07 Sep 2024 03:56
Last Modified:	07 Sep 2024 03:56
URI:	http://repository.mercubuana.ac.id/id/eprint/91266

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