Analisa peran utilitarian dan hedonistic dalam meningkatkan customer loyalty
Info Katalog
File Repositori
Subyek : Marketing -- Management
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Kurniawati
Kata Kunci : utilitarian, hedonistic, customer satisfaction, customer loyalty
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TS_MMJ_122012011061_Halaman-Judul.pdf | 195 | |
| 2. | 2023_TS_MMJ_122012101019_LembarPengesahan.pdf | 4 | |
| 3. | 2023_TS_MMJ_122012101019_Bab-1_Pendahuhluan.pdf | 7 | |
| 4. | 2023_TS_MMJ_122012101019_Bab-2_Landasan-Teori.pdf | 19 |
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| 5. | 2023_TS_MMJ_122012101019_Bab-3_Metode-Penelitian.pdf | 15 |
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| 6. | 2023_TS_MMJ_122012101019_Bab-4_Analisis-dan-Pembahasan.pdf | 17 |
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| 7. | 2023_TS_MMJ_122012101019_Bab-5_Kesimpulan.pdf | -1 | |
| 8. | 2023_TS_MMJ_122012101019_Daftar-Pustaka.pdf | 25 | |
| 9. | 2023_TS_MMJ_122012101019_Lampiran.pdf | 17 |
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P Penelitian ini bertujuan untuk menguji dan menganalisis faktor-faktor yangmempengaruhi customer loyalty pada mobile banking. Sampel yang digunakandalam penelitian ini sebanyak 287 responden dengan menggunakan metodepenarikan sampel purposive sampling. Sampel yang digunakan dalam penelitian iniadalah pengguna yang melakukan transaksi pada mobile banking minimal 6 kaliselama 3 bulan terkahir. Pengujian hipotesis dilakukan dengan metode structuralequation model (SEM) dengan bantuan softeware AMOS. Hasil penelitainmenunjukkan bahwa security/ privacy, perceived usefulness, sociality, danenjoyment berpengaruh positif terhadap customer satisfaction, sedangkanperceived ease of use dan design tidak berpengaruh terhadap customer satisfactionserta customer satisfaction berpengaruh positif terhadap customer loyalty. Saranuntuk penelitian selanjutnya dapat menambahkan variabel lain yang mempengaruhicustomer loyalty pada mobile banking yakni customer engagement.
T This study aims to examine and analyze the factors that influence customer loyaltyin mobile banking. The sample used in this study was 287 respondents usingpurposive sampling method. The sample used in this study were users who madetransactions on mobile banking at least 6 times in the last 3 months. Hypothesistesting was carried out using the structural equation model (SEM) method with thehelp of AMOS software. The results of the study show that security/privacy,perceived usefulness, sociality, and enjoyment have a positive effect on customersatisfaction, while perceived ease of use and design have no effect on customersatisfaction and customer satisfaction has a positive effect on customer loyalty.Suggestions for further research can add other variables that affect customer loyalty in mobile banking, namely customer engagement
