PENGARUH CUSTOMER BONDING TERHADAP CUSTOMER LOYALTY : Survei Terhadap Pengguna Bukalapak di Indonesia

Rifie Rifiani RS, - (2023) PENGARUH CUSTOMER BONDING TERHADAP CUSTOMER LOYALTY : Survei Terhadap Pengguna Bukalapak di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Rifie Rifiani RS (1904467), “Pengaruh Customer Bonding Terhadap Customer Loyalty” (Survei pada Pengguna Aplikasi Bukalapak di Indonesia)” di bawah bimbingan Prof. Dr. Hj. Ratih Hurriyati, M.P. dan Sulastri S.Pd., M.Stat., M.M. Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh dari customer bonding terhadap customer loyalty pada pengguna aplikasi Bukalapak di Indonesia. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Sampel penelitian ini berjumlah 115 responden yang merupakan pengguna aplikasi Bukalapak di Indonesia yang termasuk followers akun Instagram resmi Bukalapak Indonesia. Data diolah secara statistik dengan metode analisis jalur (path analysis). Hasil temuan pada penelitian ini menemukan bahwa gambaran Customer Bonding dan Customer Loyalty berada di kategori cukup baik. Customer Bonding mempengaruhi Customer Loyalty secara simultan dan parsial. Hasil penelitian ini menujukan bahwa penerapan Customer Bonding yang dilakukan aplikasi Bukalapak di Indonesia mampu menciptakan Customer Loyalty pada pengguna aplikasi Bukalapak di Indonesia. Adapun dimensi community bonding pada variabel customer bonding memiliki nilai persepsi palimg rendah, sehingga upaya yang dilakukan Bukalapak yaitu mengadakan acara komunitas yang lebih rutin, mengadakan workshop yang sedang hangat diperbincangkan, dan pemberian layanan prioritas kepada pelanggan Bukalapak. Adapun dimensi identifying bonding merupakan dimensi yang berpengaruh langsung paling tidak dominan atau paling rendah, sehingga upaya yang dapat dilakukan yaitu mengidentifikasi pelanggan mana yang sudah loyal, pelanggan mana yang sudah beralih dengan seperti itu pelayanan dan fitur akan dibedakan serta sosial media Bukalapak lebih aktif untuk mengetahui harapan atau kendala yang dirasakan pelanggan. Kata Kunci: Customer Bonding, Customer Loyalty Rifie Rifiani RS (1904467), "The Influence of Customer Bonding on Customer Loyalty" (Survey of Bukalapak Application Users in Indonesia)" under the guidance of Prof. Dr. Hj. Ratih Hurriyati, M.P. and Sulastri S.Pd., M.Stat., M.M. This study aims to obtain an overview and influence of customer bonding on customer loyalty in Bukalapak application users in Indonesia. This research uses descriptive and verification methods with a quantitative approach. The sample of this study consisted of 115 respondents who are users of the Bukalapak application in Indonesia, including followers of the official Bukalapak Indonesia Instagram account. The data is processed statistically with the method of path analysis (path analysis). The findings in this study found that the descriptions of Customer Bonding and Customer Loyalty were in the pretty good category. Customer Bonding affects Customer Loyalty simultaneously and partially. The results of this study indicate that the implementation of Customer Bonding by the Bukalapak application in Indonesia is able to create Customer Loyalty for Bukalapak application users in Indonesia. The community bonding dimension in the customer bonding variable has the lowest perceived value, so that the efforts made by Bukalapak are holding more routine community events, holding workshops that are currently hotly discussed, and providing priority services to Bukalapak customers. As for the identifying bonding dimension, it is the dimension that has the least dominant or lowest direct influence, so efforts that can be made are identifying which customers are loyal, which customers have switched. In that way services and features will be differentiated and social media Bukalapak is more active to find out customer expectations or constraints. Keywords: Customer Bonding, Customer Loyalty

Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing Ratih Hurriyati: 5984336 Sulastri: 6067962
Uncontrolled Keywords:	Customer Bonding, Customer Loyalty
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User:	Rifie Rifiani RS
Date Deposited:	09 Oct 2023 06:57
Last Modified:	09 Oct 2023 06:57
URI:	http://repository.upi.edu/id/eprint/103183

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