Prasetyo, Yoga (2022) PENGARUH BRAND AWARENESS, BRAND IMAGE, DAN E-SERVICE QUALITY TERHADAP KEPUASAN PELANGGAN (Studi Kasus Pengguna Marketplace Shopee Mahasiswa STEI). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh Brand Awareness, Brand Image, dan E-Service Quality terhadap kepuasan pelanggan. Populasi dalam penelitian ini adalah Pengguna Marketplace Shopee Mahasiswa STEI. Sampel dalam penelitian ini menggunakan desain non probability sampling, Sampel yang dipergunakan adalah sebanyak 100 konsumen, dihitung berdasarkan rumus Rao Purba. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Metode analisis kuantitatif dengan menggunakan statistik. Hasil penelitian ini menunjukan bahwa terdapat pengaruh yang positif dan signifikan antara Brand Awareness terhadap kepuasan pelanggan pada Marketplace Shopee. Terdapat pengaruh yang positif dan signifikan antara Brand Image terhadap kepuasan pelanggan pada Marketplace Shopee. Terdapat pengaruh yang positif dan signifikan antara E-Service Quality terhadap kepuasan pelanggan pada Marketplace Shopee. Kata Kunci : Brand Awareness, Brand Image, E-Service Quality, Kepuasan Pelanggan, Shoppe ABSTRACT This study aims to analyze the effect of Brand Awareness, Brand Image, and E-Service Quality on customer satisfaction. The population in this study are Shopee Marketplace Users by STEI Students. Sampling in this study used a non-probability sampling design. The sample used was 100 consumers, calculated based on the Rao Purba formula. Methods of data collection using survey methods, with the research instrument is a questionnaire. Quantitative analysis method using statistics. The results of this study indicate that there is a positive and significant influence between Brand Awareness on customer satisfaction in the Shopee Marketplace. There is a positive and significant influence between Brand Image on customer satisfaction in the Shopee Marketplace. There is a positive and significant influence between E-Service Quality on customer satisfaction in the Shopee Marketplace. Keywords: Brands Awareness, Brand Image, E-Service Quality, Customer Satisfaction, Shopee
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | YOGA PRASETYO | ||||||||
| Date Deposited: | 02 Aug 2022 03:10 | ||||||||
| Last Modified: | 02 Aug 2022 03:10 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/7743 |
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