Anteseden kepuasan pelanggan dalam konteks toko retail online yang di moderasi oleh variabel promosi

Giovanni, Ailsa (2018) Anteseden kepuasan pelanggan dalam konteks toko retail online yang di moderasi oleh variabel promosi. Masters thesis, Universitas Pelita Harapan.

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Abstract

This study aims to examine the effect of social media reviews, brand satisfaction and store service operations on the satisfaction of Tokopedia customers. In addition, analyzing the influence of promotional variables that moderated the relationship between social media review variables and store service operations on customer satisfaction. The population of this research is Tokopedia customers in Indonesia who have purchased products at Tokopedia at least within the last six months since the questionnaire was distributed. Respondents in this study amounted to 145 respondents. Sampling data in this study uses non-probability sampling design techniques. By using the Structural Equation Model (SEM) method that is using SMART PLS, from empirical evidence it can be found that social media reviews, brand satisfaction, store service operations and store service operational interactions moderated by promotion have a positive influence on customer satisfaction. Meanwhile, social media reviews moderated by promotion variables do not have a significant influence on customer satisfaction. This shows that promotion does not strengthen or weaken the relationship of social media reviews to customer satisfaction. / Penelitian ini bertujuan untuk mengujipengaruhreview media sosial, kepuasan merek dan operasional layanan toko terhadap kepuasan pelanggan Tokopedia. Selain itu, menganalisis pengaruhvariabel promosi yang memoderasi hubungan antara variabel review media sosialdan operasional layanan toko terhadap kepuasan pelanggan. Populasi penelitian ini adalah para pelanggan Tokopedia di Indonesia yang pernah membeli produk di Tokopedia minimal dalam enam bulan terakhir sejak kuesioner disebarkan.Responden dalam penelitian ini berjumlah 145 responden. Pengambilan data sampel pada penelitian ini menggunakan teknik non-probability sampling desain. Dengan menggunakan metodeStructural Equation Model (SEM)yaitu menggunakan SMARTPLS, dari bukti empiris dapat ditemukan bahwa review media sosial, kepuasan merek, operasional layanan toko dan interaksi operasional layanan toko yang dimoderasi oleh promosi memiliki pengaruh yang positif terhadap kepuasan pelanggan. Sedangkan,review media sosial yang dimoderasi oleh variabel promosi tidak memiliki pengaruh yang signifikan terhadap kepuasan pelanggan. Hal ini menunjukkan promosi tidak memperkuat ataupun memperlemah hubungan review media sosial terhadap kepuasan pelanggan.

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