Pengaruh Price Fairness Dan E-Service Quality Terhadap Customer Loyalty Studi Kasus Toko Nangkring

Kusuma, Danindra Jati (2023) Pengaruh Price Fairness Dan E-Service Quality Terhadap Customer Loyalty Studi Kasus Toko Nangkring. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Kebutuhan pengguna internet sangat beragam. Beberapa orang menggunakan internet untuk berkomunikasi, bekerja, maupun mencari hiburan seperti bermain games online. Dalam menunjang penggunaan games online, pada umumnya pihak pengembang game menyediakan produk digital yang dapat dipilih untuk keperluan penunjang permainan yang diperoleh melalui pembelian atau biasa disebut top-up. Namun, tidak semua pelanggan memiliki akses pembayaran yang ditentukan oleh pihak pengembang, dikarenakan beberapa game membatasi fitur pembayaran, seperti keterbatasan mata uang yang diterima dalam metode pembayarannya. Akses pembayaran tersebut merupakan celah bisnis yang dapat di lakukan pihak start-up maupun UMKM. Dalam bisnis top-up games online perlu memperhatikan beberapa aspek seperti price fairness, e-service quality, customer loyalty dan customer satisfaction. Oleh karena itu penelitian ini hadir untuk membahas aspek-aspek tersebut melalui pendekatan kuantitatif asosiatif dengan analisis Covariance Based- Structure Equation Modeling (CB-SEM). Hasil penelitian ini menunjukkan e-service quality berpengaruh positif terhadap terhadap customer satisfaction, kemudian e-service quality, customer satisfaction, price fairness berpengaruh positif terhadap customer loyalty. Namun untuk price fairness tidak berpengaruh positif terhadap customer satisfaction dan tidak ada efek mediasi dari customer satisfaction
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The needs of internet users are very diverse. Some people use the internet to communicate, work, or seek entertainment such as playing online games. In supporting the use of online games, in general, game developers provide digital products that can be selected for the purposes of supporting games that are obtained through purchases or commonly called top-ups. However, not all customers have access to payments specified by the developer, because some games limit payment features, such as limited currency accepted in their payment methods. Access to this payment is a business gap that can be done by start-ups and MSMEs. In the online top-up games business, several aspects need to be considered, such as price fairness, e-service quality, customer loyalty and customer satisfaction. Therefore this study is present to discuss these aspects through an associative quantitative approach with Covariance Based- Structure Equation Modeling (CB-SEM) analysis. The results of this study indicate that e-service quality has a positive effect on customer satisfaction, then e-service quality, customer satisfaction, price fairness has a positive effect on customer loyalty. However, price fairness does not have a positive effect on customer satisfaction and there is no mediating effect on customer satisfaction

Item Type:	Thesis (Other)
Uncontrolled Keywords:	game online, top-up, price fairness, e-service quality, customer loyalty dan customer satisfaction
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5416.5 Pricing
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Danindra Jati Kusuma
Date Deposited:	07 Feb 2023 01:56
Last Modified:	07 Feb 2023 01:56
URI:	http://repository.its.ac.id/id/eprint/96319

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