PENGARUH KUALITAS PRODUK, PROMOSI DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN TOKOPEDIA (STUDI KASUS PADA MAHASISWA STEI JAKARTA)

PUTRA, ARFAN PRATAMA RIZA MUNANDAR (2021) PENGARUH KUALITAS PRODUK, PROMOSI DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN TOKOPEDIA (STUDI KASUS PADA MAHASISWA STEI JAKARTA). Skripsi thesis, SEKOLAH TINGGI ILMU EKONOMI INDONESIA JAKARTA.

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Abstract

Penelitian ini baik secara parsial maupun simultan bertujuan untukmengetahui pengaruh kualitas produk, promosi, dan kepercayaan terhadap loyalitas pelanggan e-commerce Tokopedia pada Mahasiswa STEI Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan desain eksplanatif. Populasi dari penelitian ini adalah pelanggan e-commerce Tokopedia pada Mahasiswa STEI Jakarta. Sampel ditentukan berdasarkan metode non probability sampling, dengan teknik sampel menggunakan simple random sampling, maka jumlah sampel sebanyak 97 responden yang merupakan pelanggan e-commerce Tokopedia pada Mahasiswa STEI Jakarta. Teknik pengumpulan data menggunakan metode data primer dan sekunder yang diperoleh dari pelanggan e-commerce Tokopedia dengan membagikan kuesioner melalui google form. Metode analisis data menggunakan regresi linear berganda dengan software SPSS 24.00. Hasil penelitian membuktikan bahwa secara parsial kulitas produk, promosi dan kepercayaan berpengaruh signifikan terhadap loyalitas pelanggan e�commerce Tokopedia. Sedangkan, secara simultan kualitas produk, promosi dan kepercayaan secara bersama-sama berpengaruh terhadap loyalitas pelanggan e�commerce Tokopedia This study, both partially and simultaneously, aims to determine the effect of product quality, promotion, and trust on Tokopedia e-commerce customer loyalty on STEI Jakarta students. This study uses a quantitative approach with an explanatory design. The population of this study is Tokopedia's e-commerce customers at STEI Jakarta students. The sample was determined based on the non-probability sampling method, with the sample technique using simple random sampling, so the number of samples was 97 respondents who were Tokopedia e-commerce customers at STEI Jakarta students. The data collection technique uses primary and secondary data methods obtained from Tokopedia e-commerce customers by distributing questionnaires via google form. The data analysis method used multiple linear regression with SPSS 24.00 software. The results of the study prove that partially product quality, promotion and trust have a significant effect on Tokopedia e-commerce customer loyalty. Meanwhile, product quality, promotion and trust simultaneously affect the loyalty of Tokopedia e-commerce customers.

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor SUHARDI, YUSUF 0301056003 yusufsuhardi.stei@gmail.com
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	ARFAN PRATAMA RIZA MUNANDAR PUTRA
Date Deposited:	31 Dec 2021 03:20
Last Modified:	31 Dec 2021 03:20
URI:	http://repository.stei.ac.id/id/eprint/6515

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