Nindiatma, Deszlaria Putri (2018) Pengaruh Corporate Image dan Relationship Marketing Terhadap Trust Serta Dampaknya pada Loyalty (Survei pada Seller Anggota Top Community Tokopedia). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk (1) menjelaskan pengaruh Corporate Image terhadap Trust, (2) menjelaskan pengaruh Corporate Image terhadap Loyalty, (3) menjelaskan pengaruh Relationship Marketing terhadap Trust, (4) pengaruh Relationship Marketing terhadap Loyalty, (5) menjelaskan pengaruh Trust terhadap Loyalty. Jenis penelitian ini adalah eksplanatori (explanatory research) dengan pendekatan kuantitatif. Variabel pada penelitian ini terdiri dari Corporate Image, Relationship Marketing, Trust, dan Loyalty. Kriteria populasi dalam penelitian ini adalah Seller Tokopedia dengan usia minimal 17 tahun, sudah berjualan di Tokopedia minimal 1 tahun, merupakan anggota dari Top Community, dan bergabung di salah satu kota operasional Top Community minimal 3 bulan. Teknik pengambilan sampel yang digunakan adalah purposive sampling dan metode pengumpulan data melalui kuesioner secara online kepada 116 responden yang sesuai dengan kriteria populasi. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa Corporate Image (X1) berpengaruh secara signifikan terhadap Trust (Y1), Corporate Image (X1) berpengaruh secara signifikan terhadap Loyalty (Y2), Relationship Marketing (X2) berpengaruh secara signifikan terhadap Trust (Y1), Relationship Marketing (X2) berpengaruh secara signifikan terhadap Loyalty (Y2) dan Trust (Y1) berpengaruh secara signifikan terhadap Loyalty (Y2). Berdasarkan hasil penelitian, diharapkan sebaiknya kemudahan dalam penggunakan apps atau website Tokopedia dipertahankan dan ditingkatkan, memperhatikan seller-seller Top Community yang sukses agar tetap loyal dan dapat berbagi pengalaman berjualan serta kiat-kiat kesuksesannya sebagai seller di Tokopedia kepada seller-seller anggota Top Community lain, Tokopedia dapat selalu meningkatkan kinerjanya dalam hal penanganan masalah yang dihadapi para seller, serta city coordinator dari Community Development Tokopedia tetap menjaga intensitas interaksi, memperhatikan dan melayani seller anggota Top Community dengan baik
English Abstract
This research aimed to (1) explain the influence of Corporate Image on Trust, (2) explain the influence of Corporate Image on Loyalty, (3) explain the influence of Relationship Marketing on Trust, (4) explain the influence of Relationship Marketing on Loyalty, (5) explain the influence of Trust on Loyalty. The type of this research is explanatory research with quantitative approach. The variables of the research are Corporate Image, Relationship Marketing, Trust, and Loyalty. The criteria of population in this research are Tokopedia’s seller with minimum of age of 17 years old, has been selling at Tokopedia for at least one year, member of Top Community, joining in one of the Top Community operational cities at least 3 months. The sampling technique for this research was using purposive sampling and the data collection method by distributing questionnaire directly (offline) to 116 respondents according to population criteria. Data analysis used descriptive analysis and path analysis. The results showed that Corporate Image (X1) has significant influence on Trust (Y1), Corporate Image (X1) has significant influence on Loyalty (Y2), Relationship Marketing (X2) has significant influence on Trust (Y1), Relationship Marketing (X2) has significant influence on Loyalty (Y2), and Trust (Y1) has significant influence on Loyalty (Y2). Based on the results of this research, its better if the ease of use Tokopedia’s web and application is maintained an enchanced, paying attention the successful Top Community sellers to remain loyal and able to share their sales experience and the success tips of them as a seller in Tokopedia to other sellers of Top Community member, Tokopedia can always improve its performance in terms of handling problems faced by sellers, and the city coordinator of Tokopedia Community Development can always maintain the intensity of interaction, paying attention and serve the sellers of Top Community members well.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/624/051808448 |
| Uncontrolled Keywords: | Corporate Image, Relationship Marketing, Trust, Loyalty |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 02 May 2019 07:11 |
| Last Modified: | 25 Oct 2021 06:47 |
| URI: | http://repository.ub.ac.id/id/eprint/162393 |
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