PENGARUH PROMOSI FLASH SALE, KUALITAS PELAYANAN DAN KUALITAS WEBSITE TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN LAZADA.CO.ID (STUDI KASUS MAHASISWA STIE INDONESIA JAKARTA ANGKATAN TAHUN 2017-2019)

CARENINA, INTAN (2021) PENGARUH PROMOSI FLASH SALE, KUALITAS PELAYANAN DAN KUALITAS WEBSITE TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN LAZADA.CO.ID (STUDI KASUS MAHASISWA STIE INDONESIA JAKARTA ANGKATAN TAHUN 2017-2019). Skripsi thesis, SEKOLAH TINGGI ILMU EKONOMI INDONESIA (STEI) JAKARTA.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh promosi flash sale, kualitas pelayanan dan kualitas website terhadap kepuasan pelanggan dan loyalitas pelanggan. Populasi pada penelitian ini yaitu mahasiswa STIE Indonesia Angkatan 2017 - 2019 yang pernah melakukan pembelian di Toko Online Lazada. Metoda yang digunakan adalah metoda pengumpulan data menggunakan kuesioner yang diukur skala likert. Penelitian menggunakan pendekatan non probability sampling dengan teknik purposive sampling dengan jumlah sampel yang digunakan adalah sebanyak 97 responden mahasiswa STIE Indonesia. Jenis penelitian yang digunakan dalam penelitian ini adalah explanatory research atau penelitian penjelasan dengan pendekatan kuantitatif menggunakan metode survei serta analisis data yang digunakan adalah analisis jalur (Path Analysis). Kesimpulannya adalah: promosi flash sale, kualitas pelayanan dan kualitas website berpengaruh terhadap kepuasan pelanggan, promosi flash sale dan kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan, kualitas pelayanan dan kualitas website tidak berpengaruh terhadap loyalitas pelanggan. Kepuasan pelanggan tidak terbukti dapat memediasi promosi flash sale, kualitas pelayanan dan kualitas website terhadap loyalitas pelanggan. Kata Kunci: Promosi Flash Sale, Kualitas Pelayanan, Kualitas Website, Kepuasan Pelanggan dan Loyalitas Pelanggan. ABSTRACT This study determines how to flash sale promotions, quality of service, and website influence customer satisfaction and loyalty. The population in this study were students of STIE Indonesia Jakarta Class of 2017 – 2019, who had the criteria were students who had made purchases at the Lazada Online Store. The method used is a method of collecting data using a questionnaire measured on a Likert scale. This study will use a non-probability sampling approach with a purposive sampling technique. The number of samples in this study was 97 respondents of STIE Indonesia students. The type of research used in this research is explanatory research or explanatory research with a quantitative approach using survey methods, and the data analysis used is path analysis. The conclusion from this study is that firstly, flash sale promotions, service quality and website quality has an effect on customer satisfaction. Secondly, flash sale promotions and customer satisfaction has an effect on customer loyalty, service quality and website quality does not effect on customer loyalty. Third, customer satisfaction not proven mediate flash sale promotions, service quality and website quality on customer loyalty. Keywords: Flash Sale Promotions, Service Quality, Website Quality, Customer Satisfaction and Customer Loyalty.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorNOERSANTI, LINA0311017701lina_noersanti@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Intan
Date Deposited: 13 Sep 2021 14:20
Last Modified: 13 Sep 2021 14:20
URI: http://repository.stei.ac.id/id/eprint/5012

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