SARI, AYU PURNAMA (2021) PENGARUH E-SERVICE QUALITY DAN SALES PROMOTION TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the effect of e-service quality and sales promotion on customer loyalty through customer satisfaction as a mediation variable. The object of this study is Tokopedia and the number of samples used in this study 287 respondents using the heir formula calculation method, namely the indicator multiplied by 7. The sampling method used the purposive sampling method, the data collection method used the questionnaire method and data analysis used Partial Least Square (PLS ). The results shows that e-service quality has a positive and significant effect on customer satisfaction, sales promotion has a positive and significant effect on customer satisfaction, customer satisfaction has a positive and significant effect on customer loyalty, e-service quality has a positive and significant effect on customer. Loyalty, sales promotion have a positive and significant effect on customer loyalty, e- service quality has a positive and significant effect on customer loyalty through customer satisfaction as a mediation variable, and sales promotion has a positive and significant effect on customer loyalty through customer satisfaction as a mediation variable. Keywords: E-Service Quality, Sales Promotion, Customer Satisfaction, Customer Loyalty, and Tokopedia. Penelitian ini bertujuan untuk menganalisis pengaruh e-service quality dan sales promotion terhadap customer loyalty melalui customer satisfaction sebagai variabel mediasi. Objek penelitian ini adalah Tokopedia dan jumlah sampel yang digunakan dalam penelitian ini sebanyak 287 responden dengan menggunakan metode perhitungan rumus heir yaitu indikator dikalikan 7. Metode penarikan sampel menggunakan metode purposive sampling, metode pengumpulan data menggunakan metode kuesioner dan analisis data menggunakan Partial Least Square (PLS). Hasil penelitian diketahui bahwa e-service quality berpengaruh secara positif dan signifikan terhadap customer satisfaction, sales promotion berpengaruh secara positif dan signifikan terhadap customer satisfaction, customer satisfaction berpengaruh secara poositif dan signifikan terhadap customer loyalty, e-service quality berpengaruh secara positif dan signifikan terhadap customer loyalty, sales promotion berpengaruh secara positif dan signifikan terhadap customer loyalty, e-service quality berpengaruh secara positif dan signifikan terhadap customer loyalty melalui customer satisfaction sebagai variabel mediasi, dan sales promotion berpengaruh secara positif dan signifikan terhadap customer loyalty melalui customer satisfaction sebagai variabel mediasi. Kata Kunci: E-Service Quality, Sales Promotion, Customer Satisfaction, Customer Loyalty, dan Tokopedia.
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