MUHAMMAD, PRASETYO FARHAN (2022) PENGARUH INOVASI DAN PROMOSI TERHADAP LOYALITAS KONSUMEN PENGGUNA LAYANAN GO-PAY. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of this study was to test and analyze the variables of Innovation and Promotion on Consumer Loyalty in the use of Go-Pay services. This type of research is a causal analysis with a quantitative approach. The object of this research is consumers who use Go-Pay services. The sample in this study was 100 respondents with the sampling carried out in this study using a nonprobability sampling technique, because the magnitude of the probability of an element being selected as a subject is unknown. The sampling method was carried out by the convenience sampling method. With data analysis method Variance Based Structural Equation Model with analysis tool Smart-PLS 3.2.9. Based on data analysis conducted in this study, it shows that innovation and promotion have a positive and significant effect on consumer loyalty. Keywords: Innovation, Promotion, Consumer Loyalty Tujuan penelitian ini adalah untuk menguji dan menganalisis variabel Inovasi dan Promosi terhadap Loyalitas Konsumen pada pengunaan layanan GoPay. Jenis penelitian ini adalah analisis kausal dengan pendekatan kuantitatif. Objek penelitian ini adalah konsumen yang menggunakan layanan Go-Pay. Sampel pada penelitian ini sebanyak 100 responden dengan pengambilan sampel yang dilakukan dalam penelitian ini adalah dengan teknik non probability sampling, karena besarnya peluang elemen untuk terpilih sebagai subjek tidak diketahui. Metode pengambilan sampel dilakukan dengan metode Convenience sampling. Dengan metode analisis data Variance Based Structural Equation Model dengan alat analisis Smart-PLS 3.2.9. Berdasarkan analisis data yang dilakukan pada penelitian ini menunjukkan bahwa inovasi dan promosi berpengaruh positif dan signifikan terhadap loyalitas konsumen. Kata Kunci: Inovasi, Promosi, Loyalitas Konsumen
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 22 225 |
| NIM/NIDN Creators: | 43117010276 |
| Uncontrolled Keywords: | Inovasi, Promosi, Loyalitas Konsumen |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 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: | ADELINA HASNA SETIAWATI |
| Date Deposited: | 19 Nov 2022 02:24 |
| Last Modified: | 19 Nov 2022 02:24 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/71733 |
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