Analisis proses perilaku pelanggan secara online dan offline mempengaruhi satu sama lain pada garuda indonesia airlines

Panggabean, Dedy Petrus Julpriady (2016) Analisis proses perilaku pelanggan secara online dan offline mempengaruhi satu sama lain pada garuda indonesia airlines. Masters thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan pengguna internet di global dan khususnya Indonesia sangat pesat. Ini diikuti dengan banyaknya perusahaan yang memanfaatkan dunia online bukan hanya memperkenalkan perusahaan, tetapi menjual produk di online. Model click dan mortar adalah bisnis model dimana perusahaan melengkapi toko fisik mereka dengan masuk ke dunia online. Dengan integrasi kanal online dan offline memberikan startegi marketing yang lebih luas untuk mendapatkan pelanggan baru dan meningkatkan keuntungan. Penelitian ini bertujuan untuk menguji hubungan kepuasan pelanggan di online berpengaruh ke offline dan sebaliknya, dan juga hubungan kepuasan pelanggan online berpengaruh ke offline dan sebaliknya. Penelitian ini menggunakan metode penelitian kuantitatif dengan jumlah responden 224 yang ada di area Jabodetabek. Analisis data dilakukan dengan metode Structural Equation Model (SEM). Hasil dari penelitian ini menunjukan online satisfaction tidak berpengaruh terhadap offline satisfaction, sebaliknya offline satisfaction berpengaruh terhadap online satisfaction. Hasil penelitian ini juga menunjukan bahwa online loyalty berpengaruh terhadap offline loyalty begitu juga sebaliknya / Internet users globally and especially in Indonesia is increasing very rapidly. This is followed by many companies that take advantage from the online world, not only company profile, but sells products online also. Model click and mortar is a business model where companies complement their physical stores by signing into the online world. With the integration of online and offline channels provides a wide marketing strategy to acquire new customers and increase profits. This study aims to examine the relationship affects customer satisfaction in online to offline and vice versa, and also the relationship of customer satisfaction influential online to offline and vice versa. This study uses a quantitative research with 224 respondents in Jabodetabek area. Data analyzed with Structural Equation Model (SEM). The results of this study showed no effect on the online satisfaction towards offline satisfaction, and offline satisfaction contrary effect on online satisfaction. The results also showed that online loyalty effect towards offline loyalty and vice versa

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Panggabean, Dedy Petrus JulpriadyUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
ContributorHuliselan, Juanna JudithUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: Click Dan Mortar; Channel Integration; Satisfaction; Loyalty
Subjects: K Law > K Law (General)
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Depositing User: Ms Devy Christiany Zega
Date Deposited: 08 Jul 2019 08:17
Last Modified: 08 Jul 2019 08:17
URI: http://repository.uph.edu/id/eprint/3826

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