Carolina, Irene (2021) Analisis pengaruh online shopping experience, customer service, external incentives dan privacy terhadap customer satisfaction yang membentuk customer loyalty pada pelanggan aplikasi Sociolla di Surabaya. Bachelor thesis, Univesitas Pelita Harapan.
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Abstract
Berbelanja online menjadi salah satu kebutuhan sehari – hari masyarakat saat ini. Seiring berjalannya waktu, berbelanja online menjadi semakin mudah dan menjadi bagian dari gaya hidup masyarakat di era digital. Dengan meningkatnya persaingan ini maka perusahaan yang bergerak dalam industri e-commerce termasuk Sociolla haruslah menjaga serta mempertahankan loyalitas pelanggan baik bagi para pelanggan baru maupun pelanggan lama. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari Online Shopping Experience, Customer Service, External Incentives, Privacy dan Customer Satisfaction terhadap Customer Loyalty. Manfaat dari penelitian ini adalah untuk memberikan kontribusi pada pengembangan teori dan penelitian pemasaran, serta bermanfaat dalam menelaah pengaruh variabel Online Shopping Experience, Customer Service, External Incentives dan Privacy terhadap Customer Satisfaction dan Customer Satisfaction dalam membentuk Customer Loyalty. Penelitian ini merupakan penelitian yang bersifat kausal dengan menggunakan metode kuantitatif dan diolah dengan bantuan program statistik yaitu SPSS versi 25.0. Pengumpulan data dilakukan dengan penyebaran kuesioner menggunakan teknik snowball sampling kepada 100 responden dengan karakteristik responden yaitu berjenis kelamin baik pria maupun wanita, bertempat tinggal di Surabaya, berusia 18-65 tahun (klasifikasi usia pemuda menurut WHO), memiliki aplikasi Sociolla, pernah melakukan pembelian di aplikasi Sociolla minimal dua kali dalam satu tahun terakhir, pernah menghubungi layanan pelanggan di aplikasi Sociolla, pernah menghubungi layanan pelanggan di e-commerce lain, mengetahui promo Sociolla dan pernah melakukan pembelian di e-commerce lain dalam satu tahun terakhir. Hasil penelitian menunjukkan bahwa variabel yang memiliki pengaruh terbesar adalah Customer Satisfaction terhadap variabel Customer Loyalty sebesar 0,743; kemudian variabel yang memiliki pengaruh terbesar kedua adalah variabel Privacy terhadap Customer Satisfaction yaitu sebesar 0,356; terbesar ketiga adalah variabel Online Shopping Experience terhadap Customer Satisfaction yaitu sebesar 0,238; terbesar keempat adalah variabel Customer Service terhadap Customer Satisfaction yaitu sebesar 0,196; terbesar kelima adalah variabel External Incentives terhadap Customer Satisfaction yaitu sebesar 0,184. / Online shopping is one of the daily needs of today's society. Over time, online shopping has become easier and has become part of people's lifestyles in the digital era. With this competition, companies engaged in the e-commerce industry, including Sociolla, must maintain and maintain customer loyalty for both new and old customers. The purpose of this study was to determine the effect of Online Shopping Experience, Customer Service, External Incentives, Privacy and Customer Satisfaction on Customer Loyalty. The benefits of this research are to contribute to the development of marketing theory and research, as well as to be useful in examining the influence of the variables of Online Shopping Experience, Customer Service, External Incentives, and Privacy on Customer Satisfaction and Customer Satisfaction in shaping Customer Loyalty. This research is a causal research using quantitative methods and processed with a support program, namely SPSS version 25.0. Data collection was carried out by distributing questionnaires using snowball sampling technique to 100 respondents with the characteristics of respondents being both male and female, residing in Surabaya, 18-65 years old (age classification of youth according to WHO), having the Sociolla application, having made purchases in the application. Sociolla at least twice in the past year, have contacted customer service on the Sociolla application, have contacted customer service at other e-commerce, know about Sociolla promos and have made purchases at other e-commerce in the past year. The results showed that the variables that had the greatest influence were Customer Satisfaction on the Customer Loyalty variable of 0.743; then the variable that has the second largest influence is the variable Privacy on Customer Satisfaction which is 0.356; the third largest is the Online Shopping Experience variable on Customer Satisfaction, which is 0.238; the fourth largest is the variable Customer Service to Customer Satisfaction that is equal to 0.196; The fifth largest variable is External Incentives on Customer Satisfaction which is 0.184.
Item Type: | Thesis (Bachelor) | ||||||||||||
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Uncontrolled Keywords: | online shopping experience; customer service; external incentives; privacy | ||||||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Surabaya > Business School > Management Current > Faculty/School - UPH Surabaya > Business School > Management |
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Depositing User: | Users 5350 not found. | ||||||||||||
Date Deposited: | 03 Dec 2021 06:14 | ||||||||||||
Last Modified: | 24 Feb 2022 04:51 | ||||||||||||
URI: | http://repository.uph.edu/id/eprint/43033 |
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