PENGARUH SERVICE QUALITY, BRAND TRUST DAN CUSTOMER SATISFACTION TERHADAP CUSTOMER LOYALTY PADA PENGGUNA PAY LATER ONLINE SHOP

SANDY OKTAVIAN, . (2022) PENGARUH SERVICE QUALITY, BRAND TRUST DAN CUSTOMER SATISFACTION TERHADAP CUSTOMER LOYALTY PADA PENGGUNA PAY LATER ONLINE SHOP. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tujuan dari penelitian ini adalah: 1) Untuk menguji apakah brand reputation berpengaruh positif terhadap brand trust pengguna pay later online shop Lazada. 2) Untuk menguji apakah transaction safety berpengaruh positif terhadap brand trust pengguna pay later online shop Lazada. 3) Untuk menguji apakah service quality berpengaruh positif terhadap customer loyalty pengguna pay later online shop Lazada. 4) Untuk menguji apakah brand trust berpengaruh positif terhadap customer loyalty pengguna pay later online shop Lazada. 5) Untuk menguji apakah customer satisfaction berpengaruh positif terhadap customer loyalty pengguna pay later online shop Lazada. Metode pengumpulan data menggunakan metode survey dengan instrument berupa kuesioner. Objek penelitian ini adalah 240 responden yang sudah menggunakan layanan aplikasi Lazada. Teknis analisis data menggunakan SEM versi 26 untuk mengolah dan menganalisis data hasil penelitian. Data yang akan dianalisis dalam penelitian ini adalah uji validitas, reabilitas, uji hipotesis, CFA, EFA, dan uji goodness of fit indices. Hasil penelitian menunjukan bahwa : 1) service quality berpengaruh positif terhadap customer loyalty; 2) customer satisfaction berpengaruh positif terhadap customer loyalty. 3) brand reputation berpengaruh positif terhadap brand trust; 4) transaction safety berpengaruh positif terhadap brand trust; 5) brand trust berpengaruh positif terhadap customer loyalty. ************************************************ The purpose of this research is: 1) To test whether brand reputation has a positive effect on brand trust in Lazada online shop pay later users. 2) To test whether transaction safety has a positive effect on the customer brand trust of Lazada pay later online shop users. 3) To test whether service quality has a positive effect on customer loyalty of Lazada pay later online shop users. 4) To test whether brand trust has a positive effect on customer loyalty of Lazada pay later online shop users. 5) To test whether customer satisfaction has a positive effect on customer loyalty of Lazada pay later online shop users. The data collection method used a survey method with the instrument in the form of a questionnaire. The object of this research is 240 respondents who have used the Lazada application service. Technical data analysis using SEM version 26 to process and analyze research data. The data to be analyzed in this study are validity, reliability, hypothesis testing, CFA, EFA, and goodness of fit indices test. The results of this research show that: 1) service quality has a positive effect on customer loyalty; 2) customer satisfaction has a positive effect on customer loyalty. 3) brand reputation has a positive effect on brand trust; 4) transaction safety has a positive effect on brand trust; 5) brand trust has a positive effect on customer loyalty.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D ; 2). Ika Febrilia, SE, M.M
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	PKL .
Date Deposited:	06 Oct 2024 23:59
Last Modified:	06 Oct 2024 23:59
URI:	http://repository.unj.ac.id/id/eprint/51289

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