Anteseden customer loyalty pada aplikasi gojek
Info Katalog
File Repositori
Nomor Panggil : 022160038
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Fatik Rahayu
Subyek : Marketing - Management;Consumer satisfaction
Kata Kunci : engagement, interactivity, online trust, customer loyalty.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2022_TA_SMJ_022160038_Halaman-Judul.pdf | 12 | |
| 2. | 2022_TA_SMJ_022160038_Lembar-Pengesahan.pdf | ||
| 3. | 2022_TA_SMJ_022160038_Bab-1-Pendahuluan.pdf | 6 | |
| 4. | 2022_TA_SMJ_022160038_Bab-2-Tinjauan-Pustaka.pdf |
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| 5. | 2022_TA_SMJ_022160038_Bab-3-Metode-Penelitian.pdf |
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| 6. | 2022_TA_SMJ_022160038_Bab-4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2022_TA_SMJ_022160038_Bab-5-Kesimpulan.pdf |
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| 8. | 2022_TA_SMJ_022160038_Daftar-Pustaka.pdf | ||
| 9. | 2022_TA_SMJ_022160038_Lampiran.pdf |
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P enelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh engagementterhadap interactivity, engagement terhadap online trust, engagement terhadap customer loyalty, interactivity terhadap online trust, interactivity terhadap customer loyalty, dan online trust terhadap customer loyalty.Metode teknik pengumpulan data yang digunakan adalah purposive sampling. Datadikumpulkan melalui penyebaran kuesioner kepada 190 responden dan diolah menggunakan metode analisis Structural Equation Model (SEM).Hasil dari penelitian menunjukkan bawa terdapat pengaruh positif engagement terhadapinteractivity, pengaruh positif engagement terhadap online trust, pengaruh positif engagement terhadap customer loyalty, pengaruh postif interactivity terhadap online trust, dan pengaruh positif online trust terhadap customer loyalty. Sedangkan, interactivity tidak berpengaruh positif terhadap customer loyalty.Untuk penelitian selanjutnya disarankan untuk menambah responden karena penelitianini hanya terbatas kepada 190 responden, sehingga tidak dapat mewakili jumlah keseluruhan responden yang menggunakan aplikasi gojek.
T his study aims to identify and analyze the effect of engagement on interactivity,engagement on online trust, engagement on customer loyalty, interactivity on online trust, interactivity on customer loyalty, and online trust on customer loyalty.The Method used for collecting data is purposive sampling. Data is collected bydistributing the questionnaires to 190 respondents and analyze by using Structural Equation Model (SEM).The results shows that there is a positive effect of engagement on interactivity, apositive influence of engagement on online trust, a positive influence of engagement on customer loyalty, a positive influence of interactivity on online trust, and a positive influence of online trust on customer loyalty. Meanwhile, interactivity has no positive effect on customer loyalty. In the further research, it is recommended to add more respondents because this research is only limited to 190 respondents, so it cannot represent the total number of respondents who use the gojek application.
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