Analisis pengaruh utilitarian value, web informativeness, web entertainment, dan hedonic value, terhadap e-loyalty melalui e-satisfaction pada pelanggan aplikasi Tokopedia di Surabaya

Lembang, Calvin Gamaliel (2022) Analisis pengaruh utilitarian value, web informativeness, web entertainment, dan hedonic value, terhadap e-loyalty melalui e-satisfaction pada pelanggan aplikasi Tokopedia di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title.pdf) Title.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (918kB)
Preview	Text (Abstract,pdf) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (192kB) | Preview
	Text (ToC.pdf) ToC.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
Preview	Text (Chapter1.pdf) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB) | Preview
	Text (Chapter2.pdf) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter3.pdf) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter4.pdf) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (5MB)
	Text (Chapter5.pdf) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (806kB)
Preview	Text (Appendices.pdf) Appendices.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (332kB) | Preview
	Text (Bibliography.pdf) Bibliography.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (305kB)

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 ber-iklan, cara jual beli, cara berinteraksi antar manusia dan sebagainya. Tujuan dari penelitian ini adalah untuk mengetahui hedonic value, utilitarian value, web informativeness, web entertainment terhadap e-customer satisfaction dan e-customer loyalty pelanggan aplikasi tokopedia di Surabaya. Manfaat penelitian ini untuk dapat menggambarkan bahwa e-customer loyalty mempunyai pengaruh terhadap loyalitas merek dan dapat menjadi pertimbangan bagi Tokopedia untuk menentukan strategi yang tepat. Seiring dengan pesatnya perkembangan teknologi yang terjadi sekarang ini turut memasuki pasar online untuk mempromosikan produk yang mereka jual. Kecanggihan teknologi yang kian berkembang kemudian melahirkan e-commerce yang menyediakan berbagai fasilitas dan pilihan produk maupun jasa sehingga membuat transaksi menjadi lebih mudah. Penelitian ini ditunjukan untuk menganalisa pengaruh variabel hedonic value, utilitarian value, web informativeness, web entertainment terhadap ecustomer satisfaction dan e-customer loyalty pelanggan aplikasi tokopedia di surabaya. 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 100 orang baik kepada pria maupun wanita yang berusia 18- 50 tahun dan tinggal di Surabaya dan yang telah menggunakan produk yang dibeli menggunakan aplikasi Tokopedia di smartphone minimal 2 kali dalam 1 tahun terakhir aplikasi tokopedia dalam 6 bulan terakhir. Temuan penelitian ini menunjukkan bahwa hedonic value, utilitarian value, web informativeness dan web entertainment memiliki pengaruh yang signifikan terhadap e-customer satisfaction. E-Customer satisfaction terbukti berpengaruh signifikan terhadap e-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 Tokopedia application customers in Surabaya. The benefit of this research is to illustrate that customer loyalty has an influence on brand loyalty and can be a consideration for Tokopedia to determine the right strategy. Along with the rapid development of technology that is happening today, beauty industry players are also entering the online market to promote the products they sell. Technological sophistication that is increasingly developing then gives birth to ecommerce which provides various facilities and a choice of products and services so as to make transactions easier. This research is intended to analyze the effect of online shopping experiences, customer service, external incentives on customer satisfaction and customer loyalty in the Tokopedia application in Surabaya. 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 100 people both men and women aged 18-50 years and living in Surabaya and who have used products purchased using the Tokopedia application on smartphones at least 2 times in the last 1 year for the last 6 month. 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

Actions (login required)

View Item