Arbani, Talitha Devina (2021) Pengaruh Trust, Customer Satisfaction, Dan User Flow Experience Terhadap E-Loyalty Pengguna Aplikasi Shopee. (Studi Pada Gen Y (Milenial) Pengguna Aplikasi Shopee Di Jawa Timur). Sarjana thesis, Universitas Brawijaya.
Abstract
Shopee menduduki peringkat pertama dalam presentase usaha E-Commerce menurut media penjualan di Jawa Timur dengan jumlah presentase 4,98%. Milenial merupakan segmen yang paling tidak setia, paling emosional, dan paling tidak puas dibandingkan dengan semua generasi lainnya. Tujuan penelitian ini adalah untuk mengetahui pengaruh kepercayaan, kepuasan pelanggan, dan pengalaman aliran pengguna terhadap loyalitas elektronik pengguna aplikasi Shopee di Jawa Timur. Jenis penelitian ini adalah penelitian eksplanatori yang menjelaskan hubungan antar variabel penelitian dengan pengujian hipotesis. Penelitian ini menggunakan nonprobability sampling dengan teknik purpossive sampling. Sampel penelitian ini berjumlah 100 responden, kuesioner disebarkan secara online dengan kriteria tertentu. Sampel terdiri dari responden yang berdomisili di Jawa Timur, generasi milenial, dan telah menggunakan aplikasi Shopee minimal dua kali. Metode analisis data dalam penelitian ini adalah Analisis Regresi Linier Berganda dengan menggunakan aplikasi IBM SPSS Statistics 25. Hasil penelitian ini menunjukkan bahwa trust, customer satisfaction, dan user flow experience berpengaruh signifikan terhadap e-loyalty pengguna aplikasi Shopee.
English Abstract
Shopee ranked first in the E-Commerce business according to sales media in East Java with a total percentage of 4.98%. Millennials are the most disloyal, most emotional and dissatisfied segment of all other generations. This study's objective is to identify the effect of trust, customer satisfaction, and user flow experience on the e-loyalty of Shopee application users in East Java. This type of research is an explanatory research that explains the relationship between research variables by testing its hypothesis. This study uses non-probability sampling with purpossive sampling thecnique. There are 100 respondents as the sample of this study, questionnaires were distributed online with certain criteria. The sample consists of respondents who live in East Java, millenial generation, and have been using Shopee application at least twice. The data analysis method in this study is Multiple Linear Regression Analysis using the IBM SPSS Statistics 25 application. The result of this study shows that trust, customer satisfaction, and user flow experience have a significant effect on the e-loyalty Shopee's application users.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521020086 |
| Uncontrolled Keywords: | Perilaku Konsumen, Trust, Customer Satisfaction, User Flow Experience, E-Loyalty, Milenial, Shopee, Consumer Behavior, Trust, Customer Satisfaction, User Flow Experience, E-Loyalty, Millenials, Shopee |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 05 Nov 2021 07:24 |
| Last Modified: | 25 Feb 2022 04:22 |
| URI: | http://repository.ub.ac.id/id/eprint/186603 |
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