Image of PENGARUH CUSTOMER EXPERIENCE, CUSTOMER SATISFACTION DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN TOKOPEDIA (Studi pada Pengguna Tokopedia di Wilayah Soloraya)

SKRIPSI MBS

PENGARUH CUSTOMER EXPERIENCE, CUSTOMER SATISFACTION DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN TOKOPEDIA (Studi pada Pengguna Tokopedia di Wilayah Soloraya)

ABSTRACT When consumers get a good experience, it can make consumers loyal to a brand. To get non-financial benefits such as the loyalty of each company is also important to implement customer satisfaction. The better the brand image or the company, the higher the optimism of consumers to become loyal which will benefit the companies involved continuously. The purpose of this study is to analyze the influence of customer experience, customer satisfaction, and brand image on Tokopedia customer loyalty in the Soloraya area. This study used quantitative research methods with purposive sampling techniques by collecting data using questionnaires. The sample used in this study was 105 respondents. Data were analyzed using SPSS 25. The results of this study show that: (1) customer experience has a significant effect on customer loyalty, (2) customer satisfaction has a significant effect on customer loyalty, (3) brand image does not have a significant significant effect on customer loyalty. The conclusion of this study is the lack of loyalty of Tokopedia customers, namely most customers choose other online shopping sites than Tokopedia, the frequency of use is still low, and the fulfillment of needs has not met customer expectations. And customer expereince, customer satisfaction, and brand image affect customer loyalty by 34%. Which means that customer experience, customer satisfaction, and brand image can increase customer loyalty by 34%. Keywords : Customer Experience, Customer Satisfaction, Brand Image, Customer Loyalty

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 SIT p 23
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 86 halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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