Analisis pengaruh online shopping experience, customer service, external incentives, security terhadap customer satisfaction dan customer loyalty pelanggan aplikasi Sociolla di Manado

Juniverse, Putri (2021) Analisis pengaruh online shopping experience, customer service, external incentives, security terhadap customer satisfaction dan customer loyalty pelanggan aplikasi Sociolla di Manado. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Di era globalisasi saat ini semakin pesatnya perkembangan teknologi dan internet di Indonesia, telah memiliki dampak yang besar terhadap perubahan bisnis yaitu mulai dari cara beriklan, cara jual beli, cara berinteraksi antar manusia dan sebagainya. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh online shopping experiences, customer service, external incentives, security terhadap customer satisfaction dan customer loyalty pada pelanggan aplikasi sociolla di manado. Manfaat penelitian ini untuk dapat menggambarkan bahwa customer loyalty mempunyai pengaruh terhadap loyalitas merek dan dapat menjadi pertimbangan bagi Sociolla untuk menentukan strategi yang tepat. Penelitian ini merupakan penelitian yang bersifat kausal dan juga menggunakan metode kuantitatif yaitu SPSS versi 22.0. Dan pengumpulan data dilakukan dengan menyebarkan kuesioner menggunakan teknik snowball sampling dan dibagikan kepada 225 orang baik kepada pria maupun wanita yang berusia 18- 60 tahun dan tinggal di Manado dan yang telah menggunakan produk yang dibeli menggunakan aplikasi Sociolla di smartphone minimal 2 kali dalam 1 tahun terakhir. Temuan penelitian ini menunjukkan bahwa online shopping experience, customer service, security, dan external incentives memiliki pengaruh yang signifikan terhadap customer satisfaction. Customer satisfaction terbukti berpengaruh signifikan terhadap customer loyalty. / In the current era of globalization, the rapid development of technology and the internet in Indonesia has a major impact on business changes, starting from how to advertise, how to buy and sell, how to interact between humans and so on. The purpose of this study was to determine the effect of online shopping experience, customer service, external incentives, security on customer satisfaction and customer loyalty to the Sociolla application customers in Manado. The benefit of this research is to illustrate that customer loyalty has an influence on brand loyalty and can be a consideration for Sociolla to determine the right strategy. This research is a causal research and also uses quantitative methods, namely SPSS version 22.0. And data collection was done by distributing questionnaires using snowball sampling technique and distributed to 225 people both men and women aged 18-60 years and living in Manado and who have used products purchased using the Sociolla application on smartphones at least 2 times in the last 1 year. The result showing that online shopping experience, customer service, security, and external incentives influence on customer satisfaction. The customer satisfaction has influence on customer loyalty Keywords: Online Shopping Experience, Customer service, Swcurity, External incentives, Customer satisfaction, Customer loyalty, Sociolla

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