PENGARUH E-SERVICE QUALITY DAN BRAND IMAGE TERHADAP E-SATISFACTION DAN E-LOYALTY PADA PENGGUN TKTOK SHOP

SALSABILA ANNISA RIYADI, . (2022) PENGARUH E-SERVICE QUALITY DAN BRAND IMAGE TERHADAP E-SATISFACTION DAN E-LOYALTY PADA PENGGUN TKTOK SHOP. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tujuan dari penelitian ini adalah untuk menguji pengaruh positif e-service quality terhadap e-satisfaction, pengaruh positif brand image terhadap e-satisfaction, pengaruh positif e-satisfaction terhadap e-loyalty, pengaruh positif e-service quality terhadap e-loyalty, dan pengaruh positif brand image terhadap e-loyalty pada pengguna TikTok Shop. Peneliti menggunakan pengumpulan data dengan metode survey dengan menyebarkan instrument kuesioner. Objek penelitian ini adalah responden yang merupakan pengguna aplikasi TikTok Shop. Jumlah responden pada penelitian ini sebanyak 243 responden yang telah memakai aplikasi TikTok Shop. Teknik analisis data yang digunakan peneliti dengan menggunakan SPSS versi 26 dan SEM dengan program AMOS versi 24. Hasil penelitian menyatakan bahwa e-service quality, brand image dan e-satisfaction memiliki pengaruh possitif dan signifikan terhadap e-loyalty. Begitu juga dengan e-service quality dan brand image yang memiliki pengaruh positif dan signifikan terhadap e-loyalty. The aims of this study are to discuss the positive effect of e-service quality on esatisfaction, the positive effect of brand image on e-satisfaction, the positive effect of e-satisfaction on e-loyalty, the positive effect of e-service quality on e-loyalty, and the positive influence of brand image on e-loyalty to TikTok Shop users. Researchers used data collection by survey method by distributing questionnaire instruments. The objects of this research are respondents who are users of the TikTok Shop application. The number of respondents in this study were 243 respondents who had used the TikTok Shop application. Data analysis techniques used by researchers using SPSS version 26 and SEM with the AMOS program version 24. The results of the study state that e-service quality, brand image and esatisfaction have a positive and significant effect on e-loyalty. Likewise with eservice quality and brand image which have a positive and significant influence on e-loyalty.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D 2). Dr. Osly Usman, S.E., M.Bus
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 16725 not found.
Date Deposited:	01 Feb 2023 02:08
Last Modified:	01 Feb 2023 02:08
URI:	http://repository.unj.ac.id/id/eprint/36739

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