Anteseden dari relationship quality dan konsekuensinya

DETAIL KOLEKSI

Anteseden dari relationship quality dan konsekuensinya

Oleh : Dewi Asiyah Rahayu

Info Katalog

Nomor Panggil : 022001800032

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Dyah Astarini

Subyek : Customer relations;Consumer satisfaction

Kata Kunci : customer perceived value, loyalty intention, purchase intention, relationship quality, social media

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022001800032-Halaman-Judul.pdf	1
2.	2022_TA_SMJ_022001800032-Lembar-Pengesahan.pdf
3.	2022_TA_SMJ_022001800032-Bab-1-Pendahuluan.pdf	1
4.	2022_TA_SMJ_022001800032-Bab-2-Tinjauan-Pustaka.pdf	19
5.	2022_TA_SMJ_022001800032-Bab-3-Metode-Penelitian.pdf	22
6.	2022_TA_SMJ_022001800032-Bab-4-Analisis-dan-Pembahasan.pdf	17
7.	2022_TA_SMJ_022001800032-Bab-5-Kesimpulan.pdf	3
8.	2022_TA_SMJ_022001800032-Daftar-Pustaka.pdf
9.	2022_TA_SMJ_022001800032-Lampiran.pdf	44

Abstrak
Abstract

P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh SocialMedia Marketing Activity, Customer Experience, Customer Perceived Valueterhadap Relationship Quality, Purchase Intention, Loyalty Intention, danParticipation Intention. Data diperoleh dengan cara menyebarkan kuesioner secaraonline melalui google form yang diisi oleh 236 responden, dan secara offline denganmenyebarkan selebaran yang diisi oleh 52 responden, sehingga total responden yangdidapatkan adalah sebanyak 288 responden, namun hanya terdapat 256 yang dapatdianalisa. Data yang digunakan adalah data cross-sectional dan menggunakanpurposive sampling sebagai metode pengambilan sampel. Metode analisis yandigunakan adalah Structural Equation Modeling (SEM). Hasil penelitian inimenunjukkan bahwa terdapat pengaruh positif Customer Experience dan Customer Purchase Intention terhadap Relationship Quality, terdapat pengaruh positifRelationship Quality terhadap Purchase Intention, Loyalty Intention danParticipation Intention, dan tidak terdapat pengaruh positif Social Media MarketingActivity (SMMA) terhadap Relationship Quality. Pada penelitian selanjutnya dapatdipertimbangkan untuk melakukan penelitian pada industri seperti, kecantikan,fashion, dan industri lainnya yang memiliki lingkup yang luas, serta menambahkanvariabel Food Quality yang diduga memediasi variabel social media marketingactivity terhadap relationship quality.

T This study aims to examine and analyze the effect of Social Media MarketingActivity, Customer Experience, Customer Perceived Value on Relationship Quality,Purchase Intention, Loyalty Intention, and Participation Intention. Data was obtainedby distributing online questionnaires via google forms filled out by 236 respondents,and offline by distributing leaflets filled out by 52 respondents so that the totalrespondents obtained were 288 respondents, but only 256 could be analyzed. Thedata used is cross-sectional data and uses purposive sampling as a sampling method.The analytical method used is Structural Equation Modeling (SEM). The results ofthis study indicate that there is a positive influence of Customer Experience andCustomer Purchase Intention on Relationship Quality, there is a positive influence ofRelationship Quality on Purchase Intention, Loyalty Intention, and Participation Intention, and there is no positive influence of Social Media Marketing Activity(SMMA) on Relationship Quality. For further research, it can be considered toconduct research in industries such as beauty, fashion, and other industries that havea broad scope, as well as adding the Food Quality variable which is thought tomediate the social media marketing activity variable on relationship quality.