PENGARUH CUSTOMER EXPERIENCE DAN CUSTOMER TRUST TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING : STUDI PADA PENGGUNA E-COMMERCE DI JABODETABEK

FARAH FAUZIAH, . (2023) PENGARUH CUSTOMER EXPERIENCE DAN CUSTOMER TRUST TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING : STUDI PADA PENGGUNA E-COMMERCE DI JABODETABEK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

E-commerce salah satu platform digital yang sangat banyak digunakan akhir-akhir ini oleh masyarakat mulai dari kalangan remaja hingga orang dewasa sekalipun. Penelitian ini menguji pengaruh customer experience dan customer trust terhadap customer loyalty melalu customer satisfaction. Pengumpulan data dilakukan dengan menyebarkan kuesioner melalui google form dengan data yang dikumpulkan sebanyak 300 responden. Penelitian ini menggunakan software SPSS (Statistic Program of Social Science) untuk uji validitas dan uji reliabilits serta menggunakan software AMOS 20.0 (Analyisis of Moment Structure) untuk uji hipotesis. Hasil dari penelitian ini menunjukkan bahwa customer experience dan customer trust memiliki pengaruh positif dan signifikan terhadap customer loyalty, customer satisfaction memiliki pengaruh positif dan signifikan terhadap customer loyalty, customer satisfaction dapat menjadi mediasi terhadap pengaruh customer experience dan customer trust dengan customer loyalty secara positif dan signifikan. Kata kunci : customer experience, customer trust, customer satisfaction, customer loyalty ********** E-commerce is one of the most widely used digital platforms lately by people, from teenagers to even adults. This study examines the effect of customer experience and customer trust on customer loyalty through customer satisfaction. Data collection was carried out by distributing questionnaires via Google form with data collected by 300 respondents. This study used SPSS (Statistics Program of Social Science) software to test the validity and reliability tests and used AMOS 20.0 (Analyisis of Moment Structure) software to test the hypothesis. The results of this study indicate that customer experience and customer trust have a positive and significant effect on customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty, customer satisfaction can mediate the influence of customer experience and customer trust on customer loyalty in a positive and significant way. Keywords: customer experience, customer trust, customer satisfaction, customer loyalty

Item Type:	Thesis (Sarjana)
Additional Information:	1). Ika Febrilia, SE., M.M. ; 2). Dewi Agustin Pratama Sari, SE., M.S.M
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 19367 not found.
Date Deposited:	01 Sep 2023 01:45
Last Modified:	01 Sep 2023 01:45
URI:	http://repository.unj.ac.id/id/eprint/40495

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