ANALISIS PENGARUH E-SERVICE QUALITY DAN PRICE DISCOUNT YANG DIMEDIASI OLEH CUSTOMER EXPERIENCE TERHADAP E-CUSTOMER SATISFACTION TOKOPEDIA

Muhammad Yazirwan Zein, . (2025) ANALISIS PENGARUH E-SERVICE QUALITY DAN PRICE DISCOUNT YANG DIMEDIASI OLEH CUSTOMER EXPERIENCE TERHADAP E-CUSTOMER SATISFACTION TOKOPEDIA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

In recent years, e-commerce has grown rapidly and become a major driver of digital transformation in Indonesia. Popular platforms such as Tokopedia, Shopee, Lazada, Blibli, and Bukalapak continue to compete, with Tokopedia previously leading at 147.79 million visitors before experiencing a decline in the following years. This decrease is influenced by various factors, including user complaints on Google Play Store related to automatic order cancellations and promotional offers considered less attractive than those of competitors. This study aims to enrich theoretical insights into factors influencing e-customer satisfaction, particularly e-service quality and price discount, by adding customer experience as a mediating variable. A total of 125 respondents from DKI Jakarta (excluding the Thousand Islands) were analyzed using SEM-PLS with SmartPLS 4. The results show that e-service quality (H1 accepted, p = 0.000) and price discount (H2 accepted, p = 0.013) have a positive and significant effect on e-customer satisfaction. E-service quality (H3 accepted, p = 0.029) and price discount (H4 accepted, p = 0.002) also significantly influence customer experience. However, customer experience (H5 rejected, p = 0.127) does not affect e-customer satisfaction. Mediation analysis indicates that customer experience does not mediate the effects of e-service quality and price discount on e-customer satisfaction (H6 and H7 rejected, p > 0.05).

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210111092] [Pembimbing: Anastasia Bernadin Dwi Mardiatmi] [Penguji 1: Guntur Syahputra Saragih] [Penguji 2: Dea Delia Lestari]
Uncontrolled Keywords: E-Service Quality, Price Discount, Customer Experience, E-Customer Satisfaction, Tokopedia.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: MUHAMMAD YAZIRWAN ZEIN
Date Deposited: 17 Mar 2026 01:56
Last Modified: 17 Mar 2026 01:56
URI: http://repository.upnvj.ac.id/id/eprint/41395

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