Pengaruh Celebrity Endorser, Brand Image, dan Service Quality Terhadap Customer Loyalty Tokopedia

Araminta Amadea Putri Soeseno, . (2024) Pengaruh Celebrity Endorser, Brand Image, dan Service Quality Terhadap Customer Loyalty Tokopedia. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is a quantitative study that aims to analyse the influence of celebrity endorsers, brand image, and service quality on customer loyalty on the Tokopedia e-commerce platform. The research respondents consisted of 100 active Tokopedia customers in Jakarta who had made at least two transactions. The sample was selected using purposive sampling technique with calculations based on Lemeshow's formula. Data were analysed using the Partial Least Square (PLS) method, including validity testing, reliability, and R-Square analysis, with the help of Smart PLS 4.0 software. The results showed that: (1) the use of celebrity endorsers has an influence on customer loyalty, (2) brand image does not show a significant influence on customer loyalty, and (3) service quality has a significant influence on customer loyalty. This research provides valuable insights for e-commerce businesses, especially Tokopedia, to inc

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil : 2110111112] [Pembimbing : Bernadin Dwi M] [Ketua Penguji : Yuliniiar] [Penguji 1 : Pusporini]
Uncontrolled Keywords: Brand Image, celebrity endorsers, customer loyalty, and service quality
Subjects: A General Works > AS Academies and learned societies (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
L Education > L Education (General)
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: ARAMINTA AMADEA PUTRI SOESENO
Date Deposited: 20 Feb 2025 03:09
Last Modified: 20 Feb 2025 03:09
URI: http://repository.upnvj.ac.id/id/eprint/34752

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