PERAN KUALITAS PELAYANAN, ELECTRONIC WORD OF MOUTH, DAN CITRA MEREK DALAM MENINGKATKAN KEPUASAN PELANGGAN (Studi pada Pelanggan Tokopedia di Wilayah Jabodetabek)

KARMILA, SHAFA TASYA (2025) PERAN KUALITAS PELAYANAN, ELECTRONIC WORD OF MOUTH, DAN CITRA MEREK DALAM MENINGKATKAN KEPUASAN PELANGGAN (Studi pada Pelanggan Tokopedia di Wilayah Jabodetabek). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the role of Service Quality, Electronic Word of Mouth, and Brand Image in improving Tokopedia Customer Satisfaction. The research focused on Tokopedia users in the Jabodetabek area, with a total sample of 190 respondents selected through purposive sampling, the participants were chosen based on specific criteria relevant to the research objectives. A quantitative descriptive approach was employed, and data analysis was conducted using the Partial Least Square 3.0 program to examine the relationships between variables. The results indicate that all three independent variables, such as Service Quality, Electronic Word of Mouth, and Brand Image have a positive and significant effect on the dependent variable, Customer Satisfaction on Tokopedia. Keywords: Service Quality, Electronic Word of Mouth, Brand Image and Tokopedia Customer Satisfaction. Penelitian ini dilakukan dengan tujuan untuk menganalisis peran Kualitas Pelayanan, Electronic Word of Mouth, dan Citra merek dalam meningkatkan Kepuasan Pelanggan Tokopedia. Penelitian difokuskan pada populasi pengguna Tokopedia di wilayah Jabodetabek, disertai dengan jumlah sampel yang digunakan sebanyak 190 responden yang dipilih menggunakan teknik purposive sampling, yakni responden dipilih berdasarkan kriteria yang relevan dengan penelitian. Pendekatan yang digunakan adalah deskriptif kuantitatif, dengan pengolahan data yang dilakukan dengan memanfaatkan program Partial Least Square (PLS) 3.0 untuk menganalisis hubungan antar variabel. Hasil penelitian menunjukkan bahwa ketiga variabel independen, yaitu Kualitas Pelayanan, Electronic Word of Mouth, dan Citra Merek, masing-masing berpengaruh positif dan signifikan terhadap variabel dependen, yaitu Kepuasan Pelanggan Tokopedia. Kata Kunci: Kualitas Pelayanan, Electronic Word of Mouth, Citra Merek dan Kepuasan Pelanggan Tokopedia.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 138
NIM/NIDN Creators:	43121010126
Uncontrolled Keywords:	Kualitas Pelayanan, Electronic Word of Mouth, Citra Merek dan Kepuasan Pelanggan Tokopedia.
Subjects:	200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.5 Relations of Individual to Society/Hubungan antara Individu dan Masyarakat 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 > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM 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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	11 Jul 2025 07:35
Last Modified:	11 Jul 2025 07:35
URI:	http://repository.mercubuana.ac.id/id/eprint/96073

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