Lavenis, Elga Ribka (2023) FAKTOR-FAKTOR YANG MEMPENGARUHI SATISFACTION DAN REPURCHASE INTENTION PADA PENGGUNA E-COMMERCE TOKOPEDIA. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT UNIVERSITAS TARUMANAGARA FACULTY OF ECONOMICS AND BUSINESS JAKARTA (A) ELGA RIBKA LAVENIA 115200083 (B) FACTORS THAT INFLUENCE SATISFACTION AND REPURCHASE INTENTION IN TOKOPEDIA E-COMMERCE USER (C) XVI + 115 Pages, 39 Tables, 2 Pictures, 11 Attachments (D) MARKETING MANAGEMENT (E) Abstract: The advancement of internet usage has brought significant progress in buying and selling activities, especially in the ever-evolving digital era. Online buying and selling activities are carried out through e- commerce, one of which is Tokopedia. The purpose of this study is to examine the effect of brand leadership on its four dimensions, namely quality, value, innovativeness, and popularity as well as brand experience on satisfaction and repurchase intention for Tokopedia customers. The population in this study are consumers who have shopped online at Tokopedia, are at least 18 years old, and live in West Jakarta. The research sample that has met the criteria is 222 respondents who were selected using non-probability sampling through the convenience sampling method. Data collection was carried out through a questionnaire with google forms distributed online, then processed using PLS-SEM. The results showed that quality, value, innovativeness, popularity and brand experience have a positive and significant effect on satisfaction. Then, the results show that quality, popularity, brand experience, and satisfaction have a positive and significant effect on repurchase intention. However, value has a negative but significant effect and innovativeness has no significant effect on repurchase intention. Tokopedia must pay attention to quality, value, innovativeness, popularity, and brand experience to satisfy its users so that they will repurchase. Keywords: quality, value, innovativeness, popularity, brand experience, satisfaction, repurchase intention. (F) References : 39 (1980 – 2023) (G) Rodhiah Dra., M. M. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) ELGA RIBKA LAVENIA 115200083 (B) FAKTOR-FAKTOR YANG MEMPENGARUHI SATISFACTION DAN REPURCHASE INTENTION PADA PENGGUNA E-COMMERCE TOKOPEDIA (C) xvi+ 115 Halaman, 39 Tabel, 2 Gambar, 11 Lampiran (D) MANAJEMEN PEMASARAN (E) Abstrak: Kemajuan penggunaan internet membawa kemajuan signifikan dalam kegiatan jual beli, khususnya di era digital yang selalu berkembang. Kegiatan jual beli online dilakukan melalui e-commerce, salah satunya yaitu Tokopedia. Tujuan penelitian ini adalah untuk menguji pengaruh dari brand leadership pada empat dimensinya yaitu quality, value, innovativeness, dan popularity serta brand experience terhadap satisfaction dan repurchase intention pada pelanggan Tokopedia. Populasi pada penelitian ini ialah konsumen yang sudah pernah berbelanja online di Tokopedia, berusia minimal 18 tahun, dan berdomisili di Jakarta Barat. Sampel penelitian yang memenuhi kriteria yaitu sebanyak 222 responden, dipilih menggunakan non- probability sampling melalui teknik convenience sampling. Pengumpulan data dilakukan melalui kuesioner dengan google form yang disebarkan secara online, kemudian diolah menggunakan PLS-SEM. Hasil penelitian menunjukkan quality, value, innovativeness, popularity dan brand experience berpengaruh positif dan signifikan terhadap satisfaction. Kemudian, diperoleh hasil bahwa quality, popularity, brand experience, dan satisfaction berpengaruh positif dan signifikan terhadap repurchase intention. Namun, value memiliki pengaruh negatif namun signifikan dan innovativeness tidak berpengaruh signifikan terhadap repurchase intention. Dengan demikian, Tokopedia harus memperhatikan kualitas, nilai, inovasi, popularitas, dan pengalaman merek untuk memuaskan penggunanya sehingga menimbulkan intensi membeli ulang. Kata Kunci: quality, value, innovativeness, popularity, brand experience, satisfaction, repurchase intention. (F) Daftar Pustaka : 39 (1980 – 2023) (G) Rodhiah Dra., M. M.
| 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 Aug 2024 03:05 |
| Last Modified: | 15 Aug 2024 03:05 |
| URI: | http://repository.untar.ac.id/id/eprint/43854 |
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