Anteseden customer satisfaction toko fashion online

DETAIL KOLEKSI

Anteseden customer satisfaction toko fashion online

Oleh : Natan Abiel Utomo

Info Katalog

Nomor Panggil : 022001802071

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Sri Vandayuni Riorini

Subyek : Marketing - Management;Customer satisfaction - Marketing

Kata Kunci : social influence, variety seeking, advertising, convenience, user behavior.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022001802071_Halaman-Judul.pdf	12
2.	2022_TA_SMJ_022001802071_Lembar-Pengesahan.pdf	6
3.	2022_TA_SMJ_022001802071_Bab-1-Pendahuluan.pdf	6
4.	2022_TA_SMJ_022001802071_Bab-2-Tinjauan-Pustaka.pdf	17
5.	2022_TA_SMJ_022001802071_Bab-3-Metodologi-Penelitian.pdf	12
6.	2022_TA_SMJ_022001802071_Bab-4-Analisis-dan-Pembahasan.pdf	17
7.	2022_TA_SMJ_022001802071_Bab-5-Kesimpulan.pdf	4
8.	2022_TA_SMJ_022001802071_Daftar-Pustaka.pdf	5
9.	2022_TA_SMJ_022001802071_Lampiran.pdf	33

Abstrak
Abstract

T Tingkat penggunaan internet yang semakin tinggi dewasa ini menjadikan banyakkegiatan konvensional lebih praktis sebelumnya, termasuk kegiatan belanja.Kemunculan Marketplace dan e-Commerce mendukung kegiatan belanjan praktismelalui jejaring internet yang dikenal dengan online shopping. Dalam melakukanonline shopping, beberapa faktor dapat mempengaruhi kepuasan pelanggan. Penelitianini bertujuan untuk menganalisa dampak positif dari Social Influence, Variety Seeking,Advertising dan Convenience terhadap User Behavior dan pengaruh User Behaviorterhadap Customer Satisfaction pada e-commerce fashion Zalora. Data diperolehdengan mendistribusikan kuesioner kepada 167 responden yang telah sesuai dengankriteria sampel penelitian, yakni pengguna Zalora, pernah membeli produk fashion diZalora, dan berdomisili di Provinsi DKI Jakarta. Sampel tersebut diambilmenggunakan teknik purposive sampling. Metode penelitian yang digunakan ialahkuantitatif deskriptif. Analisis data dilakukan dengan Structural Equation Model(SEM). Hasil penelitian menunjukkan bahwa Social Influence, Variety Seeking, danAdvertising berpengaruh positif dan signifikan terhadap User Behavior, sehingga UserBehavior turut berpengaruh positif dan signifikan terhadap Customer Satisfaction.Sementara itu, Convenience didapati tidak berpengaruh positif terhadap User Behavior.

T The increasing level of internet use today makes many conventional activities morepractical before, including shopping activities. The emergence of Marketplace and e-Commerce supports practical shopping activities through internet networks known asonline shopping. In doing online shopping, several factors can affect customersatisfaction. This study aims to analyze the positive impact of Social Influence, VarietySeeking, Advertising and Convenience on User Behavior and the influence of UserBehavior on Customer Satisfaction in Zalora fashion e-commerce. Data were obtainedby distributing questionnaires to 167 respondents who met the criteria for the researchsample, namely Zalora users, had bought fashion products at Zalora, and domiciledin DKI Jakarta Province. The sample was taken using purposive sampling technique.The research method used is descriptive quantitative. Data analysis was carried outusing the Structural Equation Model (SEM). The results showed that Social Influence,Variety Seeking, and Advertising had a positive and significant effect on UserBehavior, so that User Behavior also had a positive and significant effect on CustomerSatisfaction. Meanwhile, Convenience was found to have no positive effect on UserBehavior.