ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN DAN LOYALITAS PELANGGAN PADA PRODUK LAYANAN INTERNET

AISYAH NUR SADJADAH, . (2025) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN DAN LOYALITAS PELANGGAN PADA PRODUK LAYANAN INTERNET. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing, customer engagement, dan product quality terhadap purchase decision dan customer loyalty pada pengguna layanan internet IndiHome di DKI Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 300 responden, serta analisis data menggunakan Structural Equation Modeling (SEM). Hasil studi menunjukkan bahwa social media marketing dan customer engagement berpengaruh positif dan signifikan terhadap keputusan dan loyalitas pelanggan. Keputusan pembelian juga terbukti berpengaruh signifikan terhadap loyalitas pelanggan. Namun, kualitas produk hanya berpengaruh terhadap keputusan pembelian, tetapi tidak signifikan terhadap loyalitas pelanggan. Temuan ini memberikan kontribusi teoretis dengan menguatkan Expectation Confirmation Theory (ECT) dan Theory of Planned Behavior (TPB), serta menekankan pentingnya strategi digital dalam menciptakan koneksi yang berkelanjutan dengan pelanggan. Implikasi praktis dari penelitian ini menunjukkan bahwa perusahaan perlu memprioritaskan keterlibatan digital dan komunikasi dua arah melalui media sosial dalam meningkatkan loyalitas pelanggan. ****This research aims to analyze the influence of social media marketing, customer engagement, and product quality on purchase decisions and customer loyalty among IndiHome internet service users in Jakarta. This study employs a quantitative approach using a survey method with 300 respondents, and data analysis using Structural Equation Modeling (SEM). The results indicate that social media marketing and customer engagement have a positive and significant influence on purchase decisions and customer loyalty. Purchase decisions are also found to have a significant influence on customer loyalty. However, product quality only influences purchase decisions but does not significantly affect customer loyalty. These findings contribute theoretically by reinforcing the Expectation Confirmation Theory (ECT) and the Theory of Planned Behavior (TPB), and emphasize the importance of digital strategies in building long-term relationships with customers. The practical implications of this study suggest that companies should prioritize digital engagement and two-way communication through social media to enhance customer loyalty.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Dr. Terrylina Arvinta Monoarfa, S.E., M.M.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Aisyah Nur Sadjadah .
Date Deposited:	06 Aug 2025 02:13
Last Modified:	06 Aug 2025 02:13
URI:	http://repository.unj.ac.id/id/eprint/58015

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