Pengaruh personalization dan hedonic motivation terhadap customer experience dan loyalty di Alfamart

Andrew, Andrew (2021) Pengaruh personalization dan hedonic motivation terhadap customer experience dan loyalty di Alfamart. Bachelor thesis, Universitas Pelita Harapan.

[img] Text (Title)
Title.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (66kB)
[img]
Preview
Text (Abstract)
Abstract.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (299kB) | Preview
[img]
Preview
Text (ToC)
ToC.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (994kB) | Preview
[img]
Preview
Text (Chapter1)
Chapter1.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (1MB) | Preview
[img] Text (Chapter2)
Chapter2.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (2MB)
[img] Text (Chapter3)
Chapter3.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (3MB)
[img] Text (Chapter4)
Chapter4.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (2MB)
[img] Text (Chapter5)
Chapter5.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (570kB)
[img]
Preview
Text (Bibliography)
Bibliography.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (703kB) | Preview
[img] Text (Appendices)
Appendices.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (5MB)

Abstract

Perkembangan teknologi menghasilkan perubahan terhadap gaya hidup dan cara berbelanja baru bagi masyarakat, tren belanja online membuat masyarakat lebih konsumtif sehingga muncul perilaku hedonis. Penelitian ini dilakukan untuk mengetahui hubungan antara Personalization dan Hedonic Motivation terhadap Customer Experience dan Loyalty di Alfamart di wilayah Jabodetabek. Data yang digunakan dalam penelitian ini dikumpulkan dengan menyebarkan kuesioner melalui google form dengan jumlah sampel sebanyak 300 responden. Penelitian ini menggunakan metode analisa SmartPLS dengan aplikasi SmartPLS. Hasil dari penelitian ini menunjukkan bahwa Hedonic Motivation berpengaruh positif terhadap Emotional Customer Experience; Hedonic Motivation berpengaruh positif terhadap Cognitive Customer Experience; Personalization berpengaruh positif terhadap Emotional Customer Experience; Personalization tidak berpengaruh positif terhadap Cognitive Customer Experience; Emotional Customer Experience tidak berpengaruh positif terhadap Word Of Mouth; Cognitive Customer Experience tidak berpengaruh positif terhadap Word Of Mouth; Emotional Customer Experience tidak berpengaruh positif terhadap Repeat Purchase Intention; Cognitive Customer Experience tidak berpengaruh positif terhadap Repeat Purchase Intention. Implikasi manajerial yang dapat diberikan dari penelitian ini adalah untuk mengetahui pengaruh Hedonic Motivation dan Personalizaion dalam menciptakan loyalitas dan pengalaman pelanggan pada omnichannel ritel.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Andrew, Andrew01011180166andrewhuang7775@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorHutabarat, Moses L.P.0329077202moses.hutabarat@uph.edu
Uncontrolled Keywords: Personalization; Hedonic Motivation; Emotional Customer Experience; Cognitive Customer Experience; Word Of Mouth; Repeat Purchase Intention
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: Users 14637 not found.
Date Deposited: 13 Jan 2022 06:32
Last Modified: 22 Feb 2022 08:06
URI: http://repository.uph.edu/id/eprint/44354

Actions (login required)

View Item View Item