Dharmaputera, Athalla and Prof. Andriani Kusumawati, S.Sos., M.Si., DBA (2023) Pengaruh E-Servqual terhadap Stickiness Intention serta Dampaknya pada Purchase Decision (Survei pada Pengguna Facebook Marketplace). Sarjana thesis, Universitas Brawijaya.
Abstract
Tujuan dari penelitian ini, yaitu untuk mengetahui dan menjelaskan pengaruh E-Servqual terhadap Stickiness Intention, pengaruh E-Servqual terhadap Purchase Decision, pengaruh Stickiness Intention terhadap Purchase Decision. Jenis penelitian yang digunakan dalam penelitian ini yaitu explanatory research dengan metode yang digunakan adalah kuantitatif. Sampel penelitian sebanyak 116 orang responden merupakan seorang WNI, merupakan user aktif Facebook, mengetahui fitur Marketplace Facebook, berusia minimal 18 tahun, pernah melakukan pembelian produk di Marketplace Facebook. Teknik pengambilan sampel yang digunakan yaitu purposive sampling dan metode pengumpulan data melalui kuesioner online. Analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif dan analisis jalur menggunakan SPSS 26.0. Hasil dari penelitian ini menunjukan bahwa (1) variabel E-Servqual berpengaruh signifikan terhadap Purchase Decision 0,000 < 0,005, (2) variabel E-Servqual berpengaruh signifikan terhadap Stickiness Intention 0,000 < 0,000, (3) variabel Stickiness Intention berpengaruh signifikan terhadap Purchase Decision 0,000 < 0,005.
English Abstract
The purpose of the research is to examine and enhance understanding of the Impact of e-servqual on stickiness intention, the impact of e-servqual on purchase decisions, the impact of the stickiness on purchase decisions, and the impact of e-servqual towards purchase decision through stickiness intention. The writer developed the research using an explanatory research approach with quantitative methods. The study is conducted by involving 116 respondents who are Indonesian citizen, which using Facebook actively, known about Facebook Marketplace feature, the respondents were aged 18 years old and up, and they have maid transaction on Facebook Marketplace. Furthermore, the writer used a purposive sampling technique and data collection method using online questionnaires. Data analysis used in the research included descriptive analysis and path analysis using SPSS 26.0. The research result shows (1) E-Servqual have a significant impact on Purchase Decision 0,000 < 0,005, (2) E-Servqual have significant leverage towards Stickiness Intention 0,000 < 0,005, (3) Stickiness Intention is significantly influential on Purchase Decision 0,000 < 0,005.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030891 |
| Uncontrolled Keywords: | E-Servqual, Stickiness Intention, Purchase Decision |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 31 Jan 2024 07:54 |
| Last Modified: | 31 Jan 2024 07:54 |
| URI: | http://repository.ub.ac.id/id/eprint/214721 |
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