Analisis pengaruh social media review, brand satisfaction, dan service operations serta promotions sebagai moderating terhadap customer satisfaction di perusahaan online retail perusahaan Jd.id Indonesia

Adila, Olivia (2021) Analisis pengaruh social media review, brand satisfaction, dan service operations serta promotions sebagai moderating terhadap customer satisfaction di perusahaan online retail perusahaan Jd.id Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh antara Social Media Review, Brand Satisfaction, Service Operations, dan Promotions terhadap Customer Satisfaction. Pada penelitian ini akan membahas industri online ritel yaitu Jd.Id Indonesia, online retailing merupakan transaksi jual-beli secara online antara peritel dan konsumen untuk pemenuhan kebutuhan tiap individu/konsumen. Pendekatan penelitian ini adalah penelitian kuantitatif dengan metode pengumpulan data menggunakan kuesioner elektronik berbentuk Google Forms. Penelitian ini dilakukan di Universitas Pelita Harapan dimana pengguna website JD.ID Indonesia yang berdomisili di Jakarta dan Tangerang menjadi responden dalam penelitian ini. Model pengukuran model luar dan dalam dianalisis dengan Smart PLS 3.0. Model luar terdiri dari uji validitas dan reliabilitas sedangkan model dalam menguji uji R- square, T-statistik, dan P-value. Selanjutnya, SEM dilakukan untuk menguji hubungan konstruk dalam kerangka teori penelitian ini. Studi tersebut menunjukkan bahwa keempat jenis orientasi strategis; Social Media Review, Brand Satisfaction, Service Operations, dan Promotions memiliki hubungan yang signifikan terhadap Customer Satisfaction. Seluruh variabel dan hubungannya dimasukkan ke dalam Jd.Id Indonesia sebagai platform ritel online di Indonesia untuk mendapatkan wawasan yang aplikatif bagi perusahaan lain. Penelitian ini diharapkan untuk memperluas kontribusi penelitian sebelumnya pada literatur yang ada dengan menyelidiki konsep yang muncul dan pemahaman yang lebih dalam./ The purpose of this study was to determine the influence of Social Media Reviews, Brand Satisfaction, Service Operations, and Promotions on Customer Satisfaction. This study will discuss the online retail industry, namely Jd.Id Indonesia, online retailing is an online buying and selling transaction between retailers and consumers to fulfill the needs of each individual / consumer. The research approach is quantitative research with data collection methods using an electronic questionnaire in the form of Google Forms. This research was conducted at Pelita Harapan University where JD.ID Indonesia website users who live in Jakarta and Tangerang became respondents in this study. The outer and inner model measurements were analyzed using Smart PLS 3.0. The external model consists of validity and reliability tests, while the model in testing the R-square test, T-statistic, and P-value. Furthermore, SEM was carried out to test the construct relationships within the theoretical framework of this study. The study shows that all four types are strategic orientation; Social Media Reviews, Brand Satisfaction, Service Operations, and Promotions have a significant relationship to Customer Satisfaction. All variables and their relationships are included in Jd.Id Indonesia as an online retail platform in Indonesia to get applicable insights for other companies. This study is expected to expand the contribution of previous research to the existing literature by investigating emerging concepts and deeper understanding.

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