ANALISIS PENGARUH PEMASARAN DIGITAL DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN GRABBIKE : Studi Kasus Pada Mahasiswa UPNVJ

Nabila Ayu Afifah Tanamal, . (2020) ANALISIS PENGARUH PEMASARAN DIGITAL DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN GRABBIKE : Studi Kasus Pada Mahasiswa UPNVJ. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The research conducted at GrabBike uses quantitative descriptive methods with the aim of finding out whether GrabBike customer loyalty is carried out by digital marketing and service quality. The population in this study were UPNVJ students who used the GrabBike feature repeatedly. Samples taken as many as 100 respondents with the probability sampling method, simple random sampling. Data collection is done through the collection of questionnaires using the Google form tool for UPNVJ students who use the GrabBike feature. Quantitative analysis technique used is the PLS (Partial Least Square) analysis method with Smart PLS 3.0 software. The results of this study prove that (1) digital marketing has a significant effect on customer loyalty with a path coefficient of 0.660. (2) service quality has a significant effect on customer loyalty with a path coefficient of 0.241.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1610111200] [Pembimbing: Suharyati] [Penguji 1: Nani Ariani] [Penguji 2: Hariyanto Ridwan]
Uncontrolled Keywords: Digital Marketing, Service Quality, and Customer Loyalty.
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Nabila Ayu Afifah Tanamal
Date Deposited: 05 Oct 2021 09:54
Last Modified: 05 Oct 2021 09:54
URI: http://repository.upnvj.ac.id/id/eprint/7739

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