Pengaruh Persepsi Hubungan Masyarakat, Citra Merek, dan Nilai Pelanggan terhadap Loyalitas Pelanggan pada pengguna E-commerce Tokopedia = The effect of perception of public relations, brand image, and customer value on customer loyalty on Tokopedia e-commerce users

Tando, Audrie Giselia (2020) Pengaruh Persepsi Hubungan Masyarakat, Citra Merek, dan Nilai Pelanggan terhadap Loyalitas Pelanggan pada pengguna E-commerce Tokopedia = The effect of perception of public relations, brand image, and customer value on customer loyalty on Tokopedia e-commerce users. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Setelah berdiri selama 11 tahun (sejak 2009), Tokopedia baru-baru ini yaitu pada bulan Maret 2020 mengalami peretasan pada data pengguna Tokopedia dimana data-data tersebut diambil dan diperjualbelikan pada dark web. Hal ini tentunya meresahkan para pengguna Tokopedia yang akan mengkhawatirkan dengan keamanan data mereka yang bocor dan dapat disalahgunakan. Oleh karena itu, penelitian ini bertujuan untuk menguji pengaruh persepsi hubungan masyarakat, citra merek dan nilai pelanggan terhadap loyalitas pelanggan pada pengguna E-commerce Tokopedia. Non-probability purposive sampling digunakan dalam pengambilan sampel pada penelitian ini. Sampel yang digunakan dalam penelitian ini sebenayk 171 responden dengan menggunakan kuesioner elektronik sebagai metode pengumpulan data. Kemudian, data yang telah dikumpulkan diolah dengan metode Partial Least Square – Structural Equation Modelling (PLS-SEM) menggunakan software SmartPLS. Hasil penelitian ini menunjukkan bahwa persepsi hubungan masyarakat tidak berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Sedangkan, citra merek dan nilai pelanggan bepengaruh positif dan signifikan terhadap loyalitas pelanggan. Implikasi manajerial dari penelitian ini memberikan rekomendasi kepada Tokopedia untuk memberi layanan dalam publisitas lebih semenarik mungkin, memberi pelayanan yang totalitas, menjaga hubungan yang baik kepada pelanggan yang telah loyal dan Tokopedia perlu mempunyai ciri merek unik yang unggul untuk menarik pelanggan dan membedakan dari merek E-commerce lain./ After being established for 11 years (since 2009), Tokopedia recently, namely in March 2020, experienced a hack on Tokopedia user data where the data was taken and traded on the dark web. This is of course unsettling for Tokopedia users who will be worried about the security of their data being leaked and can be misused. Therefore, this study aims to examine the effect of perceived public relations, brand image and customer value on customer loyalty to Tokopedia E- commerce users. Non-probability purposive sampling was used in sampling in this study. The sample used in this study was 171 respondents using an electronic questionnaire as a data collection method. Then, the data that has been collected is processed using the Partial Least Square - Structural Equation Modeling (PLS- SEM) method using SmartPLS software. The results of this study indicate that the perception of public relations has no positive and significant effect on customer loyalty. Meanwhile, brand image and customer value have a positive and significant effect on customer loyalty. The managerial implication of this research is to provide recommendations for Tokopedia to provide services in publicity as more attractive as possible, provide totality of service, maintain good relationships with loyal customers and Tokopedia needs to have unique and superior brand characteristics to attract customers and differentiate from the E- brand. other commerce.

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