Francois, David (2023) Pengaruh E-WOM, User Experience, Brand Reputation Terhadap Customer Loyalty Mobile Legend Melalui Mediasi Customer Satisfaction. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT This study aims to examine the influence of E-WOM, User Experience, and Brand Reputation on Customer Loyalty in Jakarta. Additionally, Customer Satisfaction is considered as a mediating variable for E-WOM, User Experience, and Brand Reputation on Customer Loyalty. The sample for this research consists of 139 respondents residing in Jakarta and playing Mobile Legends. Respondent data were collected through an online questionnaire distributed on social media using non- probability and convenience sampling techniques. The collected data were processed using PLS-SEM assisted by SmartPLS version 3 software. The results obtained from this study indicate that E-WOM has an influence on Customer Satisfaction. User Experience has an influence on Customer Satisfaction. Brand Reputation has an influence on Customer Satisfaction. Customer Satisfaction has an influence on Customer Loyalty. E-WOM has an influence on Customer Loyalty. User Experience does not have an influence on Customer Loyalty. Brand Reputation does not have an influence on Customer Loyalty. E-WOM has an influence on Customer Loyalty through Customer Satisfaction. User Experience has an influence on Customer Loyalty through Customer Satisfaction. Brand Reputation does not have an influence on Customer Loyalty through Customer Satisfaction. The results of this research are consistent with the Technology Acceptance Model (TAM) theory. ABSTRAK Penelitian ini bertujuan untuk menguji E-WOM, User Experience, dan Brand Reputation terhadap Customer Loyalty di Jakarta. Kemudian Customer Satisfaction sebagai variabel mediasi E-WOM, User Experience, dan Brand Reputation terhadap Customer Loyalty. Sampel yang digunakan dalam penelitian ini adalah sebanyak 139 responden yang berdomisili di Jakarta dan yang bermain game Mobile Legends. Data responden diperoleh melalui kuesioner online dan disebarkan di media sosial dengan teknik non probability sampling dan convenience sampling. Kemudian data yang telah dikumpulkan akan diolah menggunakan PLS-SEM dibantu dengan software SmartPLS versi 3. Hasil yang diperoleh dalam penelitian ini menunjukkan bahwa E-WOM memiliki pengaruh terhadap Customer Satisfaction. User Experience memiliki pengaruh terhadap Customer Satisfaction. Brand Reputation memiliki pengaruh terhadap Customer Satisfaction. Customer Satisfaction memiliki pengaruh terhadap Customer Loyalty. E-WOM memiliki pengaruh terhadap Customer Loyalty. User Experience tidak memiliki pengaruh terhadap Customer Loyalty. Brand Reputation tidak memiliki pengaruh terhadap Customer Loyalty. E-WOM memiliki pengaruh terhadap Customer Loyalty melalui Customer Satisfaction. User Experience memiliki pengaruh terhadap Customer Loyalty melalui Customer Satisfaction. Brand Reputation tidak memiliki pengaruh terhadap Customer Loyalty melalui Customer Satisfaction. Hasil penelitian ini sejalan dengan teori Technology Acceptance Model (TAM).
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 12 Aug 2024 02:42 |
| Last Modified: | 12 Aug 2024 02:42 |
| URI: | http://repository.untar.ac.id/id/eprint/43813 |
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