Analisis pengaruh experiential marketing,service quality dan customer satisfaction terhadap customer loyalty (studi pada e-commerce Tokopedia)

Francesco, Vicky (2023) Analisis pengaruh experiential marketing,service quality dan customer satisfaction terhadap customer loyalty (studi pada e-commerce Tokopedia). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh experiential marketing, service quality, dan customer satisfaction terhadap customer loyalty pada platform e-commerce Tokopedia. Pengumpulan data dilakukan melalui kuesioner yang diberikan kepada responden yang memenuhi kriteria penelitian. Kriteria responden ditetapkan sebagai pelanggan e-commerce Tokopedia yang berdomisili di wilayah Jabodetabek dan telah melakukan transaksi minimal dua kali. Data yang didapatkan, dianalisa menggunakan Smart PLS 4 dalam mengukur outer model (measurement model) dan inner model (structural model). Total data yang digunakan dalam penelitian ini adalah 50 responden untuk uji pretest, dan 290 responden untuk uji aktual. Hasil penelitian ini menyatakan bahwa: 1). Experiential marketing berpengaruh positif terhadap customer satisfaction, 2). Service quality berpengaruh positif terhadap customer satisfaction, 3). Customer satisfaction berpengaruh positif terhadap customer loyalty, 4). Experiential marketing berpengaruh positif terhadap customer loyalty, 5). Service quality berpengaruh positif terhadap customer loyalty. / This study aims to analyze the influence of experiential marketing, service quality, and customer satisfaction on customer loyalty in the Tokopedia e-commerce platform. Data collection was conducted through questionnaires distributed to respondents who met the research criteria. Respondent criteria were defined as Tokopedia e-commerce customers residing in the Jabodetabek area who had conducted transactions at least twice. The collected data were analyzed using Smart PLS 4 to measure the outer model (measurement model) and inner model (structural model). A total of 50 respondents were used for the pretest, and 290 respondents for the actual test in this research. The results of this study indicate that: 1)Experiential marketing has a positive effect on customer satisfaction, 2) Service quality has a positive effect on customer satisfaction, 3) Customer satisfaction has a positive effect on customer loyalty, 4) Experiential marketing has a positive effect on customer loyalty, 5) Service quality has a positive effect on customer loyalty.

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