Analisis hubungan social commerce marketing mix, customer value, dan customer loyalty

DETAIL KOLEKSI

Analisis hubungan social commerce marketing mix, customer value, dan customer loyalty

Oleh : Robby Dwinanto

Info Katalog

Nomor Panggil : 022152029

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2020

Pembimbing 1 : Fatik Rahayu

Subyek : Marketing;Online social networks in business

Kata Kunci : structural capital, cognitive capital, relational capital, social indentification,social influence,

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2020_TA_MJ_022152029_Halaman-Judul.pdf	18
2.	2020_TA_MJ_022152029_Bab-1.pdf	6
3.	2020_TA_MJ_022152029_Bab-2.pdf	-1
4.	2020_TA_MJ_022152029_Bab-3.pdf	22
5.	2020_TA_MJ_022152029_Bab-4.pdf	7
6.	2020_TA_MJ_022152029_Bab-5.pdf	4
7.	2020_TA_MJ_022152029_Daftar-Pustaka.pdf	6
8.	2020_TA_MJ_022152029_Lampiran.pdf	12

Abstrak
Abstract

P enelitian ini menguji Anteseden Customer Loyalty Social Commerce di Instagram. Sampel yang digunakan adalah pengguna Social Commerce di Instagram sebaganyak 220 responden. Metode yang digunakan adalah metode non-probability sampling dengan mengunakan alat analisa Structural Equation Modeling (SEM). Hasil penelitian ini menunjukan bahwa Structural Capital tidak berpengaruh positif terhadap Customer Value, Cognitive Capital tidak berpengaruh positif terhadap Customer Value , Relational Capital berpengaruh positif terhadap Customer Value, Social Indentific tidak berpengaruh positif terhadap Customer Value, Social Influence tidak berpengaruh positif terhadap Customer Value, Social Commerce Needs tidak berpengaruh positif terhadap Customer Value, Social Commerce Risk berpengaruh negatif terhadap Customer Value, Social Commerce Convenience tidak berpengaruh positif terhadap Customer Value, dan Customer Value berpengaruh positif terhadap Customer Loyalty.

T his study examines Antecedents of Customer Loyalty Social Commerce on Instagram. The sample used was 220 Social Commerce users on Instagram. The method used is a non-probability sampling method using Structural Equation Modeling (SEM) analysis tools. The results of this study indicate that Structural Capital has no positive effect on Customer Value, Cognitive Capital has no positive effect on Customer Value, Relational Capital has a positive effect on Customer Value, Social Identification has no positive effect on Customer Value, Social Influence does not have a positive effect on Customer Value, Social Commerce Needs does not have a positive effect on Customer Value, Social Commerce Risk has a negative effect on Customer Value, Social Commerce Convenience does not have a positive effect on Customer Value, and Customer Value has a positive effect on Customer Loyalty.