Andriani, Nova (2019) Pengaruh Motivation Shopping Value Terhadap Repurchase Intention Melalui Customer Satisfaction Pada E-Commerce Lazada Indonesia (Studi Pada Konsumen Lazada Indonesia Usia Produktif Di Kota Malang). Magister thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menguji pengaruh utilitarian shopping value dan hedonic shopping value terhadap repurchase intention secara langsung dan tidak langsung melalui customer satisfaction pada konsumen e-commerce Lazada Indonesia di Kota Malang. Populasi penelitian ini adalah konsumen Lazada Indonesia yang berusia produktif (19-34 tahun) di Kota Malang dan jumlah sampel yang didapatkan sesuai dengan kriteria penelitian sebanyak 100 koresponden. Pemilihan sampel dilakukan dengan teknik non-probability sampling dengan metode purposive sampling. Instrumen penelitian yang digunakan adalah kuesioner yang dianalisis menggunakan software smartPLS 2.0. Hasil penelitian ini menunjukkan bahwa utilitarian shopping value dan hedonic shopping value memiliki pengaruh langsung terhadap customer satisfaction dan repurchase intention. Sementara itu, secara tidak langsung hedonic shopping value tidak memiliki pengaruh pada repurchase intention melalui customer satisfaction.
English Abstract
This study examines and analyzes the relationships between motivation shopping value, repurchase intention, and customer satisfaction on Lazada Indonesia's consumers in Malang City. From the population of Lazada Indonesia’s productive age consumers (19-34 years old) in Malang City using non-probability sampling technique with purposive sampling method, 100 people who met the research criteria were selected as the respondents, to whom questionnaires were distributed. The results of the analysis in smartPLS 2.0 indicate that utilitarian shopping value and hedonic shopping value have a direct effect on customer satisfaction and repurchase intention. Meanwhile, hedonic shopping value has no indirect effect on repurchase intention through customer satisfaction.
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.834 2/AND/p/2019/042001993 |
| Uncontrolled Keywords: | CONSUMER BEHAVIOR, CONSUMER SATISFACTION, ELECTRONIC COMMERCE |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 2 Consumer behavior |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Endang Susworini |
| Date Deposited: | 13 Mar 2020 06:51 |
| Last Modified: | 13 Mar 2020 06:51 |
| URI: | http://repository.ub.ac.id/id/eprint/180431 |
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