Sabrina Rahmanisa, . (2025) PENGARUH KUALITAS PELAYANAN, PROMOSI, DAN KEMUDAHAN PENGGUNAAN TERHADAP LOYALITAS PELANGGAN DI TOKOPEDIA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Online buying habits are one of the ways that people's conduct in economic activities is influenced by the rapid global growth of digital technology. E-commerce activities, including Tokopedia users, play a significant role in Indonesia's digital world, coupled with competitive growth that pushes businesses to boost client loyalty through service tactics, discounts, and user-friendliness. The purpose of this study is to ascertain how Tokopedia customer loyalty is impacted by promotions, convenience of use, and service quality. Using the Purposive Sampling approach, 150 respondents from Generation Z Tokopedia users in DKI Jakarta who actively bought more than twice in the previous six months made up the research sample. The study's findings showed that: (1) customer loyalty was impacted by service quality; (2) customer loyalty was impacted by promotions; and (3) customer loyalty was not impacted by simplicity of use. These results show that enhancing service quality and putting in place suitable and focused marketing tactics are the primary ways to increase Tokopedia customer loyalty
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210111207] [Pembimbing: Risty Rahma Dafina] [Penguji 1: Pusporini] [Ketua: Miguna Astuti] |
| Uncontrolled Keywords: | ease of use, promotion, service quality, tokopedia |
| Subjects: | H Social Sciences > HA Statistics H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | SABRINA RAHMANISA |
| Date Deposited: | 20 Jan 2026 14:23 |
| Last Modified: | 06 Apr 2026 01:49 |
| URI: | http://repository.upnvj.ac.id/id/eprint/41255 |
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