PRATAMA, MOCHAMMAD ANDRE MULYA (2021) PENGARUH CUSTOMER IN-STORE SMARTPHONE USE, SOCIAL MEDIA MARKETING TERHADAP STORE LOYALTY %ARABICA COFFEE DI JAKARTA, DENGAN HEDONIC STORE VALUE SEBAGAI VARIABEL MEDIASI. Skripsi thesis, Universitas Tarumanagara.
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Abstract
The purpose of this study was to determine the impact of customer in-store smartphone use and social media marketing on store loyalty, then test hedonic store value as a mediating variable for customer in-store smartphone use and social media marketing. The population of this study is people who actively drink coffee at least once a week. Judgmental sampling was used in this study and the data obtained were processed using the smartPLS-SEM application. The result is that customer in-store smartphone use and social media marketing can positively affect store loyalty, and hedonic store value can mediate the relationship between customer in-store smartphone use and social media marketing on store loyalty. Keywords: customer in-store smartphone use, social media marketing, hedonic store value, store loyalty. Tujuan dari penelitian ini adalah mengetahui dampak dari customer in-store smartphone use dan social media marketing terhadap store loyalty, lalu menguji hedonic store value sebagai variabel mediasi bagi customer in-store smartphone use dan social media marketing. Populasi dari penelitian ini adalah orang-orang yang aktif meminum kopi paling tidak seminggu sekali. Judgemental sampling digunakan dalam penelitian ini dan data yang diperoleh diolah menggunakan aplikasi smartPLS-SEM. Hasilnya adalah customer in-store smartphone use dan social media marketing dapat mempengaruhi store loyalty secara positif, dan hedonic store value dapat memediasi hubungan antara customer in-store smartphone use dan social media marketing terhadap store loyalty. Kata Kunci: customer in-store smartphone use, social media marketing, hedonic store value, store loyalty.
| Item Type: | Thesis (Skripsi) |
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| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 15 Jun 2022 03:45 |
| Last Modified: | 26 Jul 2023 06:41 |
| URI: | http://repository.untar.ac.id/id/eprint/36153 |
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