Hoya, Nicolas (2022) PENGARUH E-SERVICE QUALITY, HARGA,DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN DI TOKOPEDIA (Studi Kasus Mahasiswa STEI Jakarta). Skripsi thesis, Sekolah Tinggi Ilmu ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui apakah pengaruh e-service quality, harga,dan citra merek terhadap kepuasan pelanggan di tokopedia Studi Kasus Mahasiswa STEI Jakarta Pengambilan data diperoleh sebanyak 100 mahasiswa. Data yang digunakan dalam penelitian ini adalah berupa data primer. Strategi penelitian yang digunakan dalam penelitian ini adalah strategi penelitian yang bersifat asosiatif dengan metode penelitian yang digunakan adalah metode regresi linear berganda. Dalam penelitian ini, penulis menggunakan data yang bersifat kuantitatif yang diukur dengan metode berbasis regresi yaitu uji t dan uji f yang diukur dengan program SPSS versi 26. Hasil penelitian membuktikan bahwa, (1) e-service quality tidak berpengaruh Terhadap Kepuasan pelanggan, (2) harga berpengaruh Terhadap Kepuasan pelanggan, (3) citra merek berpengaruh Terhadap Kepuasan pelanggan, (4) pengaruh e-service quality, harga,dan citra merek secara simultan berpengaruh positif dan signifikan dalam Kepuasan pelanggan. This study aims to determine whether the effect of e-service quality, price, and brand image on customer satisfaction at Tokopedia STEI Jakarta Student Case Study Collecting data obtained as many as 100 students. The data used in this study is in the form of primary data. The research strategy used in this study is an associative research strategy with the research method used is the multiple linear regression method. In this study, the authors use quantitative data as measured by a regression-based method, namely the t-test and f-test as measured by the SPSS version 26 program.. The results of the study prove that, (1) e-service quality has no effect on customer satisfaction, (2) price has an effect on customer satisfaction, (3) brand image has an effect on customer satisfaction, (4) the effect of e-service quality, price, and image brand simultaneously has a positive and significant effect on customer satisfaction.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | E-Service Quality, Harga,Dan Citra Merek, Kepuasan pelanggan | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Nicolas Hoya | ||||||||
| Date Deposited: | 05 Dec 2022 01:59 | ||||||||
| Last Modified: | 05 Dec 2022 01:59 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8987 |
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