Analisis pengaruh aesthetic performance, functional performance, hedonic satisfaction, utilitarian satisfaction terhadap customer loyalty melalui overall satisfaction pada pelanggan aplikasi Tokopedia di Surabaya = analysis of aesthetic performance, functional performance, hedonic satisfaction, utilitarian satisfaction towards customer loyalty through overall satisfaction on Tokopedia application customer in Surabaya

Kumala, Richard Intan (2021) Analisis pengaruh aesthetic performance, functional performance, hedonic satisfaction, utilitarian satisfaction terhadap customer loyalty melalui overall satisfaction pada pelanggan aplikasi Tokopedia di Surabaya = analysis of aesthetic performance, functional performance, hedonic satisfaction, utilitarian satisfaction towards customer loyalty through overall satisfaction on Tokopedia application customer in Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan dari e-commerce di Indonesia terus meningkat setiap tahunnya. Hal ini juga turut memberikan dampak dimana persaingan dalam industri e-commerce akan menjadi semakin ketat setiap tahunnya. Dengan meningkatnya persaingan ini maka perusahaan yang bergerak dalam industri e-commerce harus menjaga serta mempertahankan loyalitas pelanggan baik bagi para pelanggan baru maupun pelanggan lama. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari Consultation and Advice, General Information, Order Taking, Payment, Specific Information, Caretaking and Safekeeping, Billing, Handling Exceptions, Hospitality, Atmospheric Cues, Media Vividness, Social Presence, Functional Performance, Aesthetic Performance, Utilitarian Satisfaction, Hedonic Satisfaction dan Overall Satisfatcion terhadap Customer Loyalty. Manfaat dari penelitian ini adalah untuk menambah wawasan khususnya untuk mengetahui seberapa besar pengaruh dari Overall Satisfaction sehingga dapat meningkatkan Customer Loyalty. Penelitian ini merupakan penelitian yang bersifat kausal dengan menggunakan metode kuantitatif dan diolah dengan bantuan program statistik yaitu SPSS versi 22.0. Pengumpulan data dilakukan dengan penyebaran kuesioner menggunakan teknik snowball sampling kepada 223 responden dengan karakteristik responden yaitu berjenis kelamin baik pria maupun wanita, bertempat tinggal di Surabaya, berusia 18- 60 tahun (Kotler dan Amstrong, 2009), mengunduh, menggunakan dan membeli dari aplikasi Tokopedia minimal dua kali dalam satu tahun terakhir untuk kebutuhan pribadi. Pada penelitian ini terdapat 17 hipotesis dimana 11 hipotesis diterima dan sisanya enam hipotesis lainnya ditolak. / The development of e-commerce in Indonesia continues to increase every year. This also has an impact where competition in the e-commerce industry will become increasingly fierce every year. With this increasing competition, companies engaged in the e-commerce industry must maintain customer loyalty both for new customers and old customers. The purpose od this study was to determine the effect of Consultation and Advice, General Information, Order Taking, Payment, Specific Information, Caretaking and Safekeeping, Billing, Handling Exception, Hospitality, Atmospheric Cues, Media Vividness, Social Presence, Functional Performance, Aesthetic Performance, Utilitarian Satisfaction, Hedonic Satisfaction, and Overall Satisfaction towards Customer Loyalty. The benefit of this research is to add insight, especially to find out how big the influence of Overall Satisfaction is so that it can increase Customer Loyalty. This Research is a causal research using quantitative methods and processed with the help of a statistical program, namely SPSS version 22.0. Data was collected by distributing question using snowball sampling technique to 223 respondents, namely both male and female, living in Surabaya, aged 18-60 years (Kotler and Armstrong, 2009), downloading, using, and buying from the Tokopedia Application at least twice in the past year for personal needs. In this study there are 17 hypotheses where 11 hyphotheses are accepted and the remaining six other hypotheses are rejected.

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