Girsang, Elvia Rosa Br (2022) PENGARUH CITRA MEREK, HARGA DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN (Studi Pada Pengguna e-commerce Lazada di Rawamangun ). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh citra merek, harga dan kualitas layanan terhadap loyalitas pelanggan pada e-commerce lazada di Rawamangun, Jakarta Timur. Metode penelitian yang digunakan peneliti adalah kuantitatif. Teknik pengambilan sampel menggunakan teknik purposive sampling dengan jumlah responden sebanyak 100 orang yang merupakan pengguna dari e-commerce Lazada. Jenis data yang digunakan dalam penelitian ini adalah data primer. Data primer yaitu data yang diperoleh dari responden melalui kuesioner. Kemudian dioleh mengunakan aplikasi IBM SPSS versi 26.0. Hasil dari penelitian ini menunjukkan bahwa harga tidak ada pengaruh signifkan terhadap loyalitas pelanggan, akan tetapi citra merek dan kualitas layanan ada pengaruh signifikan terhadap loyalitas pelanggan. This study aims to determine influence brand image, price and service quality have on customer loyalty at Lazada e-commerce in Rawamangun, East Jakarta. The research method used by the researcher is quantitative. The sampling technique used purposive sampling technique with the number of respondents as many as 100 people who are users of e-commerce Lazada. The type of data used in this study is primary data. Primary data is data obtained from respondents through questionnaires. Then obtained using the IBM SPSS version 26.0 application. The results of this study indicate that price has no significant effect on customer loyalty, but brand image and service quality have a significant effect on customer loyalty.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Citra Merek, Harga, Kualitas Layanan, Loyalitas Pelanggan | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | ELVIA ROSA BR GIRSANG | ||||||||
| Date Deposited: | 17 Jan 2023 02:40 | ||||||||
| Last Modified: | 17 Jan 2023 02:40 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/9475 |
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