ANALISIS PENGARUH BRAND IMAGE DAN SERVICE QUALITY TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN PADA E-COMMERCE TOKOPEDIA

Annisa Effendi, . (2022) ANALISIS PENGARUH BRAND IMAGE DAN SERVICE QUALITY TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN PADA E-COMMERCE TOKOPEDIA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research was conducted to analyze and study the influence of Brand Image and Service Quality on customer loyalty through customer satisfaction on Tokopedia e-commerce. This study was conducted with respondents who use the Tokopedia application with a minimum of 3x purchases. Data collection using a questionnaire (gform) and 100 respondents have been collected. This research was conducted in quantitative and descriptive analysis using SmartPLS and the three box method. This research states that (1) Brand Image has a positive and significant effect on customer loyalty on Tokopedia e-commerce. (2) Service Quality has a positive and significant effect on customer loyalty on Tokopedia e-commerce. Good Service Quality will form customer loyalty based on positive experiences received continuously from consumers. (3) Brand Image on customer satisfaction in Tokopedia e-commerce, has a positive and significant effect. (4) Service Quality on customer satisfaction in Tokopedia e-commerce, has a positive and significant effect. (5) Customer satisfaction with customer loyalty in Tokopedia e-commerce, has a positive and significant effect.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1910111153] [Pembimbing: Dienni Ruhjatini Sholihah] [Penguji 1: Diana Triwardhani] [Penguji 2: Alfatih S Manggabarani]
Uncontrolled Keywords: Brand Image, Service Quality, Customer Loyalty, Customer Satisfaction
Subjects: A General Works > AS Academies and learned societies (General)
H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Annisa Effendi
Date Deposited: 08 Feb 2023 08:49
Last Modified: 08 Feb 2023 08:49
URI: http://repository.upnvj.ac.id/id/eprint/22612

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