PENGARUH PENGALAMAN PELANGGAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN PADA PRODUK KECANTIKAN DI SHOPEE

Lusya Lestari, - (2024) PENGARUH PENGALAMAN PELANGGAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN PADA PRODUK KECANTIKAN DI SHOPEE. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh pengalaman pelanggan terhadap loyalitas pelanggan melalui kepuasan pelanggan pada produk kecantikan di Shopee. Menggunakan pendekatan kuantitatif, data dikumpulkan melalui kuesioner yang diisi oleh 140 responden yang merupakan pengguna produk kecantikan di Shopee. Analisis data dilakukan menggunakan pendekatan kuantitatif dan jenis penelitian asosiatif kausalitas untuk menguji hipotesis yang diajukan. Hasil penelitian menunjukkan bahwa pengalaman pelanggan memiliki pengaruh signifikan terhadap kepuasan pelanggan. Selain itu, kepuasan pelanggan memiliki pengaruh signifikan terhadap loyalitas pelanggan, menunjukkan bahwa kepuasan merupakan mediator penting dalam hubungan antara pengalaman pelanggan dan loyalitas pelanggan. Temuan ini menegaskan pentingnya meningkatkan pengalaman pelanggan dalam berbagai dimensi untuk meningkatkan kepuasan dan loyalitas pelanggan. Oleh karena itu, Shopee disarankan untuk terus mengembangkan strategi yang dapat memperkaya pengalaman pelanggan dalam
berbelanja produk kecantikan di platform mereka, seperti meningkatkan interaksi pelanggan, menyediakan informasi produk yang lebih lengkap, dan menawarkan promosi yang menarik.

This study aims to analyze the influence of customer experience on customer loyalty through customer satisfaction in beauty products on Shopee. Using a quantitative approach, data were collected through questionnaires completed by 140 respondents who are users of beauty products on Shopee. Data analysis was
conducted using a quantitative approach and a causal associative research type to test the proposed hypotheses. The results of the study show that customer experience has a significant influence on customer satisfaction. Furthermore, customer satisfaction has a significant influence on customer loyalty, indicating that satisfaction is an important mediator in the relationship between customer experience and customer loyalty. These findings emphasize the importance of enhancing customer experience in various dimensions to increase customer satisfaction and loyalty. Therefore, Shopee is advised to continuously develop strategies that can enrich customer experience in shopping for beauty products on their platform, such as enhancing customer interactions, providing more complete product information, and offering attractive promotions.

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Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing: Adam Hermawan: 6681172 Adi Prehanto: 6745739
Uncontrolled Keywords:	Pengalaman Pelanggan, Loyalitas Pelanggan, Kepuasan Pelanggan Customer Experience, Customer Loyalty, Customer Satisfaction
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User:	Lusya Lestari
Date Deposited:	10 Sep 2024 03:59
Last Modified:	10 Sep 2024 03:59
URI:	http://repository.upi.edu/id/eprint/122246

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