PENGARUH E-EXPERIENCE TERHADAP E-LOYALTY MELALUI E-CRM: Studi pada Santri Daarut Tauhiid Pengguna Skincare Halal Lokal di E-commerce

Hafsah Nusaibah Asykarillah, - (2024) PENGARUH E-EXPERIENCE TERHADAP E-LOYALTY MELALUI E-CRM: Studi pada Santri Daarut Tauhiid Pengguna Skincare Halal Lokal di E-commerce. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh e-experience terhadap e-loyalty melalui e-CRM pada santri Daarut Tauhiid pengguna skincare halal lokal di e-commerce. Penelitian ini menggunakan jenis penelitian deskriptif dan verifikatif dengan pendekatan kuantitatif. Metode yang digunakan pada penelitian ini adalah simple random sampling dengan ukuran sampel sebanyak 165 responden. Data penelitian diolah secara statistik menggunakan metode Structural Equation Modelling (SEM). Hasil penelitian menemukan bahwa gambaran e-experience, e-CRM, dan e-loyalty berada pada kategori tinggi. Temuan ini menunjukkan e-experience tidak memiliki pengaruh positif dan signifikan secara tidak langsung terhadap e-loyalty melalui mediasi e-CRM, namun e-experience secara langsung berpengaruh positif dan signifikan terhadap e-loyalty dan e-CRM, dan e-CRM memiliki pengaruh positif dan signifikan terhadap e-loyalty. Implikasi penelitian ini menunjukkan bahwa peningkatan e-experience dapat mendorong efektivitas e-CRM dan mampu mendorong e-loyalty pada pengguna skincare halal lokal di e-commerce. This research aims to obtain a description and influence of e-experience on e-loyalty through e-CRM on Daarut Tauhiid students who use local halal skincare in e-commerce. This study uses descriptive and verification research types with a quantitative approach. The method used in this study is simple random sampling with a sample size of 165 respondents. The research data was processed statistically using the Structural Equation Modeling (SEM) method. The results of the study found that the description of e-experience, e-CRM, and e-loyalty were in the high category. This finding indicates that e-experience does not have a positive and significant indirect effect on e-loyalty through e-CRM mediation, but e-experience directly has a positive and significant effect on e-loyalty and e-CRM, and e-CRM has a positive and significant effect on e-loyalty. The implications of this study indicate that increasing e-experience can encourage the effectiveness of e-CRM and is able to encourage e-loyalty in users of local halal skincare in e-commerce.

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.co.id/citations?view_op=new_profile&hl=id ID SINTA Dosen Pembimbing: Lili Adi Wibowo: 5984836 Lisnawati: 5986471
Uncontrolled Keywords:	pengalaman elektronik, e-CRM, loyalitas elektronik, perdagangan elektronik. e-experience, e-CRM, e-loyalty, e-commerce.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User:	Hafsah Nusaibah Asykarillah
Date Deposited:	19 Sep 2024 05:47
Last Modified:	19 Sep 2024 05:47
URI:	http://repository.upi.edu/id/eprint/125543

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