Strategi marketing, e-marketing mix untuk meningkatkan brand loyalty pada bisnis e-commerce Bukalapak

Yehovana, Joy (2024) Strategi marketing, e-marketing mix untuk meningkatkan brand loyalty pada bisnis e-commerce Bukalapak. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) Title.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (257kB)
	Text (Abstract) Abstract.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (490kB)
	Text (ToC) ToC.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (907kB)
	Text (Chapter1) Chapter1.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (3MB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (3MB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (3MB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (989kB)
	Text (Bibliography) Bibliography.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (627kB)
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)

Abstract

Penelitian ini bertujuan untuk mengetahui dampak pemanfaatan teknologi dan e-commerce terhadap strategi pemasaran e-marketing mix serta bagaimana price intelligence serta indikator lain dapat digunakan dalam upaya meningkatkan kesadaran merek dalam lingkungan bisnis online yang kompetitif. Jenis penelitian adalah kuantitatif. Teknik pengumpulan data menggunakan kuesioner online dengan skala Likert nilai 1-5. Objek penelitian adalah responden yang menggunakan atau pernah berbelanja di Bukalapak. Teknik sampling menggunakan purposive sampling karena penelitian ini membutuhkan responden yang memiliki karakteristik tertentu yaitu responden yang berusia 17-44 tahun. Responden pada studi pendahuluan berjumlah 33 orang dan studi aktual berjumlah 256 orang. Pengolahan data menggunakan Partial Least Square – Structural Equation Modeling (PLS-SEM) dan diolah dengan menggunakan software SmartPLS.hasil penelitian menunjukkan price intelligence, e-product, delivery risk, dan promotion intelligence memiliki hubungan yang positif dengan brand popularity. Di samping itu, price intelligence, e-product, delivery risk, promotion intelligence, brand popularity memiliki hubungan yang positif dengan brand loyalty. Keterlibatan brand popularity juga memediasi hubungan antara e-product, delivery risk, dan promotion intelligence dengan brand loyalty. / This research aims to determine the impact of the use of technology and e-commerce on e-marketing mix marketing strategies and how price intelligence and other indicators can be used in an effort to increase brand awareness in a competitive online business environment. The type of research is quantitative. The data collection technique uses an online questionnaire with a Likert scale of 1-5. The research object is respondents who use or have shopped at Bukalapak. The sampling technique uses purposive sampling because this research requires respondents who have certain characteristics, namely respondents aged 17-44 years. Respondents in the preliminary study were 33 people and the actual study was 256 people. Data processing uses Partial Least Square - Structural Equation Modeling (PLS-SEM) and processed using SmartPLS software. The research results show that price intelligence, e-product, delivery risk and promotion intelligence have a positive relationship with brand popularity. Besides that, price intelligence, e-product, delivery risk, promotion intelligence, brand popularity have a positive relationship with brand loyalty. Brand popularity involvement also mediates the relationship between e-product, delivery risk, and promotion intelligence with brand loyalty.

Actions (login required)

View Item