Difira, Rayhan Putra and Dahlan Fanani,, Drs., M.AB. (2023) Pengaruh Customer Experience terhadap Customer Satisfaction, dan Customer Loyalty (Survei pada Pemilik Toko Elektronik di Cyber Mall Kota Malang yang Menggunakan Marketplace). Sarjana thesis, Universitas Brawijaya.
Abstract
Marketplace merupakan platform layanan yang memfasilitasi pertemuan antara penjual dan pembeli untuk akhirnya bisa melakukan transaksi. Marketplace hadir dengan berbagai fitur serta kelebihan untuk memudahkan penggunanya, termasuk juga para penjual. Namun apakah pengalaman yang diberikan dapat memberikan kepuasan serta loyalitas dari para penjual untuk terus menggunakan marketplace? Penelitian ini bertujuan untuk menganalisis dan menjelaskan masing-masing penaruh Customer Experience terhadap Customer Satisfaction, Customer Experience terhadap Customer Loyalty, Customer Satisfaction terhadap Customer Loyalty, serta pengaruh Customer Satisfaction sebagai variabel antara terhadap Customer Experience dan Customer Loyalty. Jenis penelitian yang digunakan dalam penelitian ini yaitu penelitian eksplanatori dengan metode kuantitatif. Teknik pengambilan sampel yang digunakan adalah sampel jenuh, dengan jumlah sampel sebanyak 24 responden yang merupakan pemilik toko elektronik penyedia gadget di Cyber Mall Kota Malang yang menggunakan marketplace untuk kegiatan jual-beli. Analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif dan analisis jalur. Hasil dari penelitian ini menunjukan bahwa (1) variabel Customer Experience berpengaruh signfikan terhadap Customer Satisfaction, (2) variabel Customer Satisfaction berpengaruh signifikan terhadp Customer Loyalty, (3) variabel Customer Experience berpengaruh terhadap Customer Loyalty.
English Abstract
Marketplace is service platform that facilitates meeting between sellers and buyers to finally be able to transact. Marketplace provide their user with advantages and features to ease their user, including the seller. However, is the experience given by marketplace create satisfaction and also loyalty to sellers who use marketplace in continuity? This study aims to analyze and explain the respective effect of Customer Experience on Customer Satisfaction, the influence of Customer Satisfaction on Customer Loyalty, the influence of Customer Experience on Customer Loyalty, and also the influence of Customer Satisfaction as intervening variable on Customer Experience on Customer Loyalty. The type of research used in this research is explanatory research with quantitative methods. The sampling technique in this research is saturated sampling. The sample in this study amounted to 24 respondents who are owner of gadget shop in Cyber Mall Malang City that also use marketplace to commerce their product. The analysis technique used in this study are descriptive analysis and path analysis. The results of this research indicate that (1) Customer Experience has a significant influence toward Customer Satisfaction, (2) Customer Satisfaction has a significant influence toward Customer Loyalty, (3) Customer Experience has a significant influence toward Customer Loyalty.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052303 |
| Uncontrolled Keywords: | Customer Experience, Customer Satisfaction, Customer Loyalty, Marketplace-Customer Experience, Customer Satisfaction, Customer Loyalty, Marketplace |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 16 Jan 2024 06:50 |
| Last Modified: | 16 Jan 2024 06:50 |
| URI: | http://repository.ub.ac.id/id/eprint/210970 |
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Text (DALAM MASA EMABARGO)
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