PENGARUH CUSTOMER ENGAGEMENT TERHADAP CUSTOMER LOYALTY : Studi kasus pada Pelanggan Bukalapak di Kota Bandung

Nurhasanah, - (2019) PENGARUH CUSTOMER ENGAGEMENT TERHADAP CUSTOMER LOYALTY : Studi kasus pada Pelanggan Bukalapak di Kota Bandung. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Semakin cepatnya perkembangan teknologi di zaman sekarang ini, telah membawa perubahan yang besar bagi kehidupan masyarakat. Berkembangnya teknologi menyebabkan tingginya pengguna internet di Indonesia dan mendorong munculnya banyak marketplace di Indonesia. Dengan semakin banyaknya marketplace di Indonesia menimbulkan semakin tingginya persaingan antar perusahaan. Loyalitas menjadi salah satu kunci perusahaan untuk mempertahankan pelanggannya. Penelitian ini bertujuan untuk mengetahui gambaran customer engagement pada pelanggan Bukalapak di Kota Bandung, mengetahui gambaran customer loyalty pada pelanggan Bukalapak di Kota Bandung, dan memperoleh temuan besarnya pengaruh customer engagement terhadap customer loyalty pada pelanggan Bukalapak di Kota Bandung. Jenis penelitian yang digunakan adalah deskriptif eksplanatif , dan metode yang digunakan adalah metode survei dengan menggunakan teknik simple random sampling dengan jumlah sampel 115 responden. Teknik analisis yang digunakan adalah path analysis dengan alat bantu software komputer SPSS 24.0 for Windows dan Microsoft Excel 2013 for Windows 7. Berdasarkan hasil penelitian secara keseluruhan melalui path analysis menunjukkan hasil perhitungan yang lebih besar daripada yang ada pada tabel. Artinya secara keseluruhan terdapat pengaruh yang signifikan dari customer engagement terhadap customer loyalty. Sebagai usaha untuk meningkatkan loyalitas, pihak perusahaaan perlu meningkatkan layanan sesuai sub variabel pada customer engagement. Kata Kunci : customer engagement, customer loyalty ABSTRACT Nurhasanah (1507196), "The Effect of Customer Engagement on Customer Loyalty (Case Study on Bukalapak Customers in Bandung)". Under the guidance of Prof. Dr. Hj. Ratih Hurriyati, M.P. and Drs. Rd. Dian Herdiana Utama, M.Si. The rapid development of technology in this day and age, has brought great changes to people's lives. The development of technology led to the high internet users in Indonesia and encouraged the emergence of many marketplaces in Indonesia. With the increasing number of marketplaces in Indonesia, there is increasing competition among companies. Loyalty is one of the keys to the company in maintaining its customers. This study aims to determine the description of customer engagement in Bukalapak customers in the city of Bandung, knowing the description of customer loyalty in Bukalapak customers in the city of Bandung, and to find findings of the influence of customer engagement on customer loyalty in Bukalapak customers in the city of Bandung. This type of research is descriptive explanative, and the method used is a survey method using a simple random sampling technique with a sample of 115 respondents. The analysis technique used is path analysis with computer software tools SPSS 24.0 for Windows and Microsoft Excel 2013 for Windows 7. Based on overall research results through path analysis shows the calculation results are greater than those in the table. This means that overall there is a significant influence of customer engagement on customer loyalty. In an effort to increase loyalty, the company needs to improve services according to sub-variables in customer engagement. Keywords: customer engagement, customer loyalty

Item Type: Thesis (S1)
Uncontrolled Keywords: Customer Engagement, Customer Loyalty
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User: Nurhasanah
Date Deposited: 12 Feb 2020 02:57
Last Modified: 12 Feb 2020 02:57
URI: http://repository.upi.edu/id/eprint/46504

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