PENGARUH E-MARKETPLACE MEMBERSHIP PROGRAM TERHADAP E-LOYALTY MELALUI E-SATISFACTION : Survei terhadap Pelanggan Brand Membership Shopee Kategori Skincare dan Makeup

Alfina Damayanti, - (2024) PENGARUH E-MARKETPLACE MEMBERSHIP PROGRAM TERHADAP E-LOYALTY MELALUI E-SATISFACTION : Survei terhadap Pelanggan Brand Membership Shopee Kategori Skincare dan Makeup. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan memperoleh gambaran dan menguji pengaruh dari E-Marketplace Membership Program terhadap E-Loyalty melalui E-Satisfaction pada pelanggan Brand Membership Skincare dan Makeup kategori Skincare dan Makeup. Metode penelitian yang digunakan adalah deskriptif dan verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini berjumlah 20.786 dengan sampel berjumlah 200 responden yang merupakan pelanggan Brand Membership shopee kategori Skincare dan Makeup yang dipilih menggunakan teknik simple random sampling. Data diolah secara statistik menggunakan metode structural equation modelling (SEM) Hasil penelitian ini menunjukkan bahwa gambaran E-Marketplace Membership Program berada pada kategori sangat tinggi, sedangkan E-Satisfaction dan E-Loyalty berada pada kategori tinggi. Selain itu, terdapat pengaruh positif dan signifikan E-Marketplace Membership Program terhadap E-Loyalty melalui E-Satisfaction. Temuan ini menunjukkan bahwa penerapan E-Marketplace Membership program dapat membangun E-Loyalty dan mempertahankan E-Satisfaction pelanggan Brand Membership shopee kategori Skincare dan Makeup. This research aims to obtain an overview and test the effect of the E-Marketplace Membership program on E-Loyalty through E-Satisfaction on membership brand customers Skincare and Makeup category. The research method used The research method used is descriptive and verification with a quantitative approach. The population in this study amounted to 20.786 with a sample of 200 respondents who are customers of Brand Membership Skincare and Makeup categories. Respondents who are customers of Brand Membership shopee Skincare category and Makeup categories selected using simple random sampling technique. Data is processed statistically using structural equation modeling (SEM) method The results of this study shows that the description of the E-Marketplace Membership program is in the very high category, while E-Satisfaction and E-Loyalty are in the very high category and E-Loyalty are in the high category. In addition, there is a positive and significant influence of E-Marketplace Membership program on E-Loyalty through E-Satisfaction. These findings indicate that the implementation of the E-Marketplace Membership program can build E-Loyalty and maintain E-Satisfaction of shopee membership brand customers in the Skincareand Makeup categories. shopee membership in the Skincare and Makeup category.

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_profile&hl=id ID SINTA Dosen Pembimbing Bambang Widjajanta: 5984870 Lisnawati: 5986471
Uncontrolled Keywords:	program keanggotaan marketplace, kepuasan pelanggan, dan loyalitaspelanggan pada pelanggan brand membership shopee kategori skincare dan makeup e-marketplace membership program, e-satisfaction and e-loyalty on shopee brand membership customers in the skincare and makeup category
Subjects:	H Social Sciences > HF Commerce
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User:	Alfina Damayanti
Date Deposited:	25 Sep 2024 10:52
Last Modified:	25 Sep 2024 10:52
URI:	http://repository.upi.edu/id/eprint/126091

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PENGARUH E-MARKETPLACE MEMBERSHIP PROGRAM TERHADAP E-LOYALTY MELALUI E-SATISFACTION (Survei terhadap Pelanggan Brand Membership Shopee Kategori Skincare dan Makeup). (deposited UNSPECIFIED)
- PENGARUH E-MARKETPLACE MEMBERSHIP PROGRAM TERHADAP E-LOYALTY MELALUI E-SATISFACTION : Survei terhadap Pelanggan Brand Membership Shopee Kategori Skincare dan Makeup. (deposited 25 Sep 2024 10:52) [Currently Displayed]

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