PENGARUH PROMOSI PENJUALAN, KEPERCAYAAN TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN LAYANAN PESAN ANTAR MAKANAN DI JAKARTA

VIRA KURNIASIH, . (2022) PENGARUH PROMOSI PENJUALAN, KEPERCAYAAN TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN LAYANAN PESAN ANTAR MAKANAN DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh promosi penjualan dan kepercayaan terhadap loyalitas konsumen melalui kepuasan konsumen layanan pesan antar makanan di Jakarta. Penelitian ini menggunakan metode kuantitatif dengan populasi semua konsumen GoFood di Jakarta. Sampel dalam penelitian ini menggunakan teknik purposive sampling dengan tiga kriteria di antaranya berdomisili di Jakarta, berusia minimal 17 tahun, dan menggunakan layanan pesan antar makanan minimal lima kali dalam satu bulan terakhir. Jumlah sampel dalam penelitian ini sebanyak 200 responden. Penelitian ini menggunakan SPSS dan AMOS untuk menganalisis data. Terdapat enam hipotesis yang diterima yaitu promosi penjualan berpengaruh terhadap loyalitas konsumen GoFood, promosi penjualan berpengaruh terhadap kepuasan konsumen GoFood, kepercayaan berpengaruh terhadap kepuasan konsumen GoFood, kepuasan berpengaruh terhadap loyalitas konsumen GoFood, promosi penjualan berpengaruh terhadap loyalitas konsumen melalui kepuasan konsumen GoFood, kepercayaan berpengaruh terhadap loyalitas konsumen melalui kepuasan konsumen GoFood. Namun, terdapat satu hipotesis yang ditolak yaitu kepercayaan tidak berpengaruh terhadap loyalitas konsumen GoFood. *** This study aims to determine the effect of sales promotion, trust on customer loyalty through customer satisfaction of food delivery service in Jakarta. This study uses quantitative methods with a population of all GoFood customers in Jakarta. The sample in this study used a purposive sampling technique with three criteria including domiciled in Jakarta, at least 17 years old, and using food delivery services at least five times in the past month. The number of samples in this study was 200 respondents. This study uses SPSS and AMOS to analyze the data. There are six accepted hypotheses: sales promotion has an effect on GoFood customer loyalty, sales promotions has an effect on GoFood customer satisfaction, trust has an effect on GoFood customer satisfaction, customer satisfaction has an effect on GoFood customer loyalty, sales promotion has an effect on customer loyalty through GoFood customer satisfaction, trust has an effect on customer loyalty through GoFood customer satisfaction. However, there is one hypothesis that is rejected namely trust has no effect on GoFood customer loyalty.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Ika Febrilia S.E., M.M. ; 2). Rahmi S.E., M.S.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 17014 not found.
Date Deposited:	01 Mar 2023 03:04
Last Modified:	01 Mar 2023 03:04
URI:	http://repository.unj.ac.id/id/eprint/37374

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