PENGARUH KEMUDAHAN DAN KEPERCAYAAN TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN PADA PENGGUNA SHOPEE PAYLATER (Studi Kasus di PT Papasari)

Anastasia, Agustina Duma (2022) PENGARUH KEMUDAHAN DAN KEPERCAYAAN TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN PADA PENGGUNA SHOPEE PAYLATER (Studi Kasus di PT Papasari). Skripsi thesis, Sekolah Tinggi Ilmu ekonomi Indonesia Jakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kemudahan dan kepercayaan terhadap loyalitas konsumen melalui kepuasan pada pengguna Shopee Paylater Metoda yang digunakan adalah asosiatif kausal dengan pendekatan kuantitatif, Metoda survei dilakukan dengan kuesioner sebagai alat pengumpulan datanya. Populasi dalam penelitian ini adalah pengguna Shopee Paylater. Sampel yang digunakan adalah 100 orang. Alat analisis yang digunakan adalah SmartPLS 3.2.9. Berdasarkan hasil dan pembahasan menunjukkan bahwa: (1) Kemudahan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, (2) Kepercayaan pelanggan berpengaruh positif terhadap variabel loyalitas pelanggan, (3) Kemudahan pelanggan berpengaruh positif dan signifikan terhadap kepuasan pelangan, (4) Kepercayaan pelanggan berpengaruh positif dan signifikan terhadap kepuasan pelangan, (5) Kepuasan pelanggan positif dan signifikan terhadap loyalitas pelanggan, (6) Kemudahan pelanggan memiliki pengaruh yang positif tetapi tidak signifikan terhadap variabel loyalitas pelanggan melalui variabel kepuasan pelanggan dan (7) Kepercayaan pelanggan memiliki pengaruh yang positif dan signifikan terhadap variabel loyalitas pelanggan melalui variabel kepuasan pelanggan. This study aims to determine and analyze the effect of convenience and trust on consumer loyalty through satisfaction with Shopee Paylater users The method used is causal associative with a quantitative approach, the survey method is carried out using a questionnaire as a data collection tool. The population in this study are Shopee Paylater consumers. The sample used is 100 people. The analytical tool used is SmartPLS 3.2.9 Based on the results and discussion show that: (1) customer convenience has a positive and significant effect on customer loyalty, (2) customer trust has a positive effect on customer loyalty variables, (3) customer convenience has a positive and significant effect on customer satisfaction, (4) customer trust has a positive and significant effect on customer satisfaction, (5) customer satisfaction is positive and significant on customer loyalty, (6) customer convenience has a positive but not significant effect on the customer loyalty variable through the customer satisfaction variable and (7) customer trust has a positive and significant effect on the customer loyalty variable through the customer satisfaction variable.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorMegayani, MegayaniNIDN0323047610megayani76@gmail.com
Uncontrolled Keywords: Kemudahan, Kepercayaan, Loyalitas Konsumen, Kepuasan
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: AGUSTINA DUMA ANASTASIA
Date Deposited: 13 Dec 2022 02:21
Last Modified: 13 Dec 2022 02:21
URI: http://repository.stei.ac.id/id/eprint/9049

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