AULIRA, JESSICA ANANDA (2024) PENGARUH E-SERVICE QUALITY, WEBSITE, KERAGAMAN PRODUK DAN PEMASARAN DIGITAL TERHADAP KEPUASAN KONSUMEN TIKET.COM (Studi di Wilayah Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the Influence of E-Service Quality, Website, Product Diversity and Digital Marketing on Consumer Satisfaction tiket.com (Study in Jakarta Area). The population in this study is unknown. The sample used was 90 consumers, calculated based on the Hair et al. formula. The sampling method used random sampling. This study is a type of causal associative research. The research instrument uses a questionnaire. The data analysis method used in this study with the Smart PLS version 3.0 application. The results of this study indicate that the EService Quality variable has a positive and significant effect on Consumer Satisfaction as shown in the Original sample value of 0.261 and T-Statistic of 2.326, Website Quality has a positive and significant effect on Consumer Satisfaction as shown in the Original sample value of 0.220 and T-Statistic of 2.073, Product Diversity has a positive and significant effect on Consumer Satisfaction as shown in the Original sample value of 0.214 and T-Statistic of 2.429, Digital Marketing has a positive and significant effect on Consumer Satisfaction as shown in the Original sample value of 0.293 and T-Statistic of 2.211. Keywords: E-Service Quality, Website, Product Diversity, Digital Marketing on Consumer Satisfaction. Penelitian ini bertujuan untuk menganalisis Pengaruh E-Service Quality, Website, Keragaman Produk dan Pemasaran Digital Terhadap Kepuasan Konsumen tiket.com (Studi di Wilayah Jakarta). Populasi dalam penelitian ini tidak di ketahui. Sampel yang dipergunakan adalah sebanyak 90 konsumen, dihitung berdasarkan rumus Hair et al. Metode penarikan sampel menggunakan random sampling. Penelitian ini merupakan jenis penelitian asosiatif kausal. Instrument penelitian ini menggunakan kuesioner. Metode analisis data yang digunakan dalam penelitian ini dengan aplikasi Smart PLS versi 3.0. Hasil penelitian ini menunjukan bahwa variabel E-Service Quality berpengaruh positif dan signifikan terhadap Kepuasan Konsumen ditunjukkan pada nilai Original sample sebesar 0,261 dan T-Statistic sebesar 2,326, Kualitas Website berpengaruh positif dan signifikan Terhadap Kepuasan Konsumen ditunjukkan pada nilai Original sample sebesar 0,220 dan T-Statistic sebesar 2,073, Keberagaman Produk berpengaruh positif dan signifikan terhadap Kepuasan Konsumen ditunjukkan pada nilai Original sample sebesar 0,214 dan T-Statistic sebesar 2,429, Pemasaran Digital berpengaruh positif dan signifikan terhadap Kepuasan Konsumen ditunjukkan pada nilai Original sample sebesar 0,293 dan TStatistic sebesar 2,211. Kata Kunci : E-Service Quality, Website, Keragaman Produk, Pemasaran Digital terhadap Kepuasan Konsumen.
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