PENGARUH ONLINE SHOPPING EXPERIENCE DAN E-SATISFACTION TERHADAP E-LOYALTY: Studi pada Pelanggan Ponny Beaute di Indonesia

Ratrining Puspito Sari, - (2024) PENGARUH ONLINE SHOPPING EXPERIENCE DAN E-SATISFACTION TERHADAP E-LOYALTY: Studi pada Pelanggan Ponny Beaute di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Semakin banyaknya pesaing di Industri Beauty e-Commerce, menuntut perusahaan untuk memperkuat strategi pemasaran dalam menciptakan loyalitas pelangan. Online Shopping Experience dan e-Satisfaction merupakan strategi yang dapat berkontribusi dalam membangun e-Loyalty pada Beauty e-Commerce. Penelitian ini menganalisis signifikansi Pengaruh Online Shopping Experience dan e-Satisfaction terhadap e-Loyalty dengan metode deskriptif dan verifikatif. Populasi dalam penelitian ini adalah pelanggan yang menggunakan Beauty e-Commerce Ponny Beaute di Indonesia dengan sampel sebanyak 400 orang. Teknik analisis yang digunakan adalah analisis SEM-PLS dengan program SMARTPLS 3.0. Dimensi experience relational dalam Online Shopping Experience dan security/privacy dalam e-Satisfaction memberikan kontribusi terbesar dalam membangun e-Loyalty. Hasil penelitian ini mengimplikasikan bahwa Online Shopping Experience (sensorik, kognitif, emosional, pragmatis dan experience relational) sebagai variabel (X1) dan e-Satisfaction (convenience, customization, security/privacy dan web appearance) sebagai variabel (X2) berpengaruh signifikan terhadap e-Loyalty sebagai Variabel (Y). Penulis merekomendasikan agar Ponny Beaute atau perusahaan yang berada pada industri beauty e-commerce di Indonesia tetap menginovasi strategi Online Shopping Experience dan e-Satisfaction sebagai sarana pemasaran melalui sensorik, kognitif, emosional, pragmatis dan relasional juga convenience, customization, security/privacy dan web appearance. The increasing number of competitors in the Beauty e-Commerce Industry requires companies to strengthen marketing strategies in creating customer loyalty. Online Shopping Experience and e-Satisfaction are strategies that can contribute to building e-Loyalty in Beauty e-Commerce. This study analyze the significance of the influence of Online Shopping Experience and e-Satisfaction on e-Loyalty with descriptive and verificative method. The population in this study were customer of Beauty e-Commerce Ponny Beaute in Indonesia with a sample of 400 people. The analysis technique used is SEM-PLS analysis with the SMARTPLS 3.0 program. Relational experience dimension in Online Shopping Experience and security/privacy in e-Satisfaction give the biggest contribution in building e-Loyalty. The results of this study implicate that Online Shopping Experience (sensory, cognitive, emotional, pragmatic and relational experience) as variable (X1) and e-Satisfaction (convenience, customization, security/privacy and web appearance) as variable (X2) has a significant effect on e-Loyalty as Variable (Y). The author recommends that Ponny Beaute or companies in the beauty e-commerce industry in Indonesia continue to innovate Online Shopping Experience and e-Satisfaction strategies as marketing tools through sensory, cognitive, emotional, pragmatic and relational as well as convenience, customization, security/privacy and web appearance.

Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?hl=en&user=vB5NDiYAAAAJ ID Sinta Dosen Pembimbing Ratih Hurriyati: 5984336 Lisnawati: 5986471
Uncontrolled Keywords: Ponny Beaute, e-Loyalty, Online Shopping Experience, e-Satisfaction Ponny Beaute, e-Loyalty, Online Shopping Experience, e-Satisfaction
Subjects: H Social Sciences > HF Commerce
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User: Ratrining Puspito Sari
Date Deposited: 07 Oct 2024 07:00
Last Modified: 07 Oct 2024 07:00
URI: http://repository.upi.edu/id/eprint/125512

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