Nathanael, William (2023) ANTESEDEN DAN KONSEKUENSI RELATIONSHIP QUALITY PADA SHOPEE LIVE. Bachelor thesis, UNIVERSITAS PELITA HARAPAN.
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Abstract
Di era globalisasi, perkembangan teknologi terjadi dengan pesat. Perkembangan teknologi mendukung digitalisasi dalam kehidupan manusia, Live streaming memungkinkan pelanggan mendapatkan informasi produk yang benar untuk menarik perhatian mereka dan pada akhirnya meningkatkan minat pembelian online. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh social media marketing activity dan customer experience terhadap relationship quality serta 3 faktor lainya seperti participate intention, loyalty intention, dan purchase intention pada live streaming shopee. Populasi dalam penelitian ini adalah individu yang pernah menggunakan Shopee dengan menyebarkan kuesioner kepada 151 sampel. Penelitian ini menggunakan teknik pengambilan sampel yaitu purposive sampling. Analisis data menggunakan aplikasi PLS SEM. Hasil penelitian ini menunjukkan bahwa pemasaran media sosial mempengaruhi kualitas hubungan, niat partisipasi, niat berlangganan , dan niat beli. Maka penelitian ini bertujuan untuk memberikan informasi kepada manajemen Shopee untuk meningkatkan social media marketing dan customer experience.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | social media marketing activity; relationship quality; purchase intention; loyalty intention; participate intention | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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Depositing User: | WILLIAM NATHANAEL | ||||||||
Date Deposited: | 05 Jan 2024 07:37 | ||||||||
Last Modified: | 05 Jan 2024 07:37 | ||||||||
URI: | http://repository.uph.edu/id/eprint/59741 |
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