The Influence Of Sales Promotion, Customer Satisfaction And Service Quality To Customer Loyalty On Tiket.Com

Rahman, Muhammad Fathurriza (2020) The Influence Of Sales Promotion, Customer Satisfaction And Service Quality To Customer Loyalty On Tiket.Com. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini dilakukan bertujuan untuk mengetahui pengaruh dari Promosi Penjualan, Kepuasan Pelanggan, dan Kualitas Layanan terhadap Loyalitas Pelanggan pada Tiket.com. Jenis penelitian ini adalah correlation research yaitu suatu penelitian yang melibatkan tindakan pengumpulan data guna menentukan apakah ada hubungan dan tingkat hubungan antara dua variabel atau lebih melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 210 responden dimana penyebaran kuesioner dilaksanakan secara online. Sampel terdiri dari responden yang sudah pernah melakukan transaksi minimal dua kali di Tiket.com. Analisis data dalam penelitian ini menggunakan Analisis Regresi Linier Berganda dan uji hipotesis menggunakan uji t yang diolah dengan software SPSS ver. 21. Dari hasil pengujian terhadap keempat hipotesis dapat disimpulkan bahwa variable Promosi Penjualan, Kepuasan Pelanggan, dan Kualitas Layanan memiliki pengaruh positif signifikan terhadap Loyalitas Pelanggan pada Tiket.com. Implikasi penelitian ini adalah perlunya meningkatkan kepuasan agar konsumen semakin loyal. Pentingnya penyediaan informasi yang tepat dan jelas agar kualitas servis memberikan pengaruh terhadap loyalitas konsumen. Item pertanyaan yang sudah di bagikan menjawab pelayanan terhadap konsumen menunjukkan Customer Loyalty. Dari penelitian di atas, dapat dikatakan bahwa konsumen akan menggunakan Tiket.com secara terus menerus.

English Abstract

This research was conducted to investigate the effect of Sales Promotion, Customer Satisfaction, and Service Quality on Customer Loyalty at Tiket.com. This is a correlation research, which involved the act of collecting data, and explaining the relationship and the influence between two or more variables through hypothesis testing. This research used a sample of 210 respondents, where the questionnaires were conducted online. The sample consisted of respondents who had made a transaction at least twice at Tiket.com. Data analysis in this research used Multiple Linear Regression Analysis and hypothesis testing using t test. which was processed with SPSS software ver. 21. From the results of testing on the four hypotheses it can be concluded that the variables of Sales Promotion, Customer Satisfaction, and Service Quality have significant positive influence on Customer Loyalty at Tiket.com. The implication of this research is the need to increase satisfaction so that consumers become more loyal. The importance of providing precise and clear information so that the quality of service provides support to consumer loyalty. The question items that had been shared, answered that customer service representing Customer Loyalty. From the research explanation above, it can be concluded that consumers will use Tiket.com continuously.

Other obstract

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Item Type:	Thesis (Sarjana)
Identification Number:	0520020143
Uncontrolled Keywords:	Sales Promotion, Customer Satisfaction, Service Quality, Customer Loyalty, Tiket.com.
Subjects:	600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Nur Cholis
Date Deposited:	19 Feb 2021 17:01
Last Modified:	11 Dec 2023 08:29
URI:	http://repository.ub.ac.id/id/eprint/183116

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