ISMI, REGINA NURUL (2024) PENGARUH DIGITAL BRANDING, SOCIAL MARKETING, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN Pada Aplikasi Kitabisa.com Wilayah Jakarta Selatan. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine the effect of Digital Branding, Social Marketing and Service Quality on Customer Satisfaction in the Kitabisa.com application in The South Jakarta Area. This type of research is a quantitative research with secondary data types. Methods This research was carried out by analysis using Partial Least Square (Smart-PLS) software version 4 with a population of users who have used, as well as regular users of the Kitabisa.com digital donation application in Jakarta Selatan, 140 respondents were taken using a purposive sampling method. The results of this research show that the Digital Branding has a positive and significant effect on Customer Satisfaction, the Social Marketing has a positive and significant effect on Customer Satisfaction, and the Service Quality has a positive and significant effect on Customer Satisfaction. Penelitian ini bertujuan untuk menguji pengaruh Digital Branding, Social Marketing dan Kualitas Pelayanan terhadap Kepuasan Pelanggan pada aplikasi Kitabisa.com di wilayah Jakarta Selatan. Jenis penelitian ini merupakan penelitian kuantitatif dengan jenis data sekunder. Metode Penelitian ini dilakukan dengan analisis memakai software Partial Least Square (SmartPLS) versi 4 dengan populasi pengguna baik yang pernah menggunakan, maupun pengguna tetap aplikasi donasi digital Kitabisa.com di Jakarta Selatan, diambil sebanyak 140 responden dengan metode purposive sampling. Hasil penelitian ini menunjukkan bahwa Digital Branding berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan, Social Marketing berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan, dan Kualitas Pelayanan berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 24 490 |
| NIM/NIDN Creators: | 43120010147 |
| Uncontrolled Keywords: | Digital Branding, Social Marketing, Kualitas Pelayanan dan Kepuasan Pelanggan. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi 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: | ANANDA NADIRA PUTRI |
| Date Deposited: | 15 Oct 2024 06:36 |
| Last Modified: | 15 Oct 2024 06:36 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/92532 |
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