Susinta Triningsih, . (2022) LOYALITAS PENJUAL KOMUNITAS MARKETPLACE SHOPEE (STUDI KOMUNITAS KAMPUS SHOPEE BEKASI). Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The purpose of this study is to analyze seller loyalty through community marketing and seller satisfaction. A case study quantitative method is used, with a research sample of 135 sellers, members of the Kampus Shopee Bekasi community. Data analysis technique using SmartPLS 3.0 with community marketing results has a significant positive effect on seller loyalty. Where there is a 41% increase in the level of membership, influence, integration & fulfilment of needs, and shared emotional connections in community marketing, seller loyalty also increases. Community marketing has a significant positive effect on seller satisfactions. Seller satisfaction has a significant positive effect on seller loyalty. Meanwhile , community marketing through seller satisfaction has a positive effect on seller loyalty. Where there is a 14.7% increase in seller satisfaction if the influence of community marketing on seller loyalty increases. Keywords: Loyalty, Satisfaction, Community, Marketplace, Seller
| Item Type: | Thesis (Tesis) |
|---|---|
| Additional Information: | No. Panggil 2010121003 Pembimbing/Penguji 1: Acim Heri Iswanto Pembimbing/Penguji 2: Prasetyo Hadi Ketua Penguji: Miguna Astuti |
| Uncontrolled Keywords: | Loyalty, Satisfaction, Community, Marketplace, Seller |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2) |
| Depositing User: | Susinta Triningsih |
| Date Deposited: | 21 Sep 2022 01:40 |
| Last Modified: | 21 Sep 2022 01:40 |
| URI: | http://repository.upnvj.ac.id/id/eprint/19440 |
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