Analysis Of The Effect Of Customer Satisfaction, Promotion, Usability, And E-Service Quality On Customer Loyalty Using The Multiple Regression Method (Case Study: Pegadaian Digital Application)

Alamsyah, Adnan (2024) Analysis Of The Effect Of Customer Satisfaction, Promotion, Usability, And E-Service Quality On Customer Loyalty Using The Multiple Regression Method (Case Study: Pegadaian Digital Application). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Globalization has transformed nearly every aspect of the world, including shopping habits. Previously, people purchased goods through physical stores, but now they have shifted to e-commerce. The number of e-commerce users is projected to reach 131.36 million in 2028, up from 43.86 million in 2019. Digitalization has also changed how people invest, particularly in gold, which can now be bought through apps or websites. Pegadaian Digital is an e-commerce app that offers online gold trading services. Despite being downloaded 61,000 times, reviews on the App Store and Play Store indicate that users are dissatisfied with the app. This study aims to explain the relationship between Customer Satisfaction, Promotion, Usability, and E-Service Quality on Customer Loyalty for the Pegadaian Digital app. The assessment using the System Usability Scale (SUS) resulted in a score of 55.4 (poor). Customer satisfaction was rated very high with a score of 87%, promotion received a score of 4.35 (very good), E-Service Quality scored 71% (good), and customer loyalty scored 67% (fair). Multiple regression methods showed that only customer satisfaction significantly affects customer loyalty, while other variables have a simultaneous impact. Recommendations to improve customer loyalty for Pegadaian Digital include enhancing system efficiency and availability, improving usability according to Nielsen Usability standards, and developing loyalty programs.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Customer Satisfaction, Customer Loyalty, E-Service Quality, Multiple Regression, Promotion, and Usability, Kepuasan Pelanggan, Loyalitas Pelanggan, Kualitas Layanan Elektronik, Regresi Berganda, promosi, dan kegunaan.
Subjects:	T Technology > T Technology (General) T Technology > T Technology (General) > T57.5 Data Processing T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Adnan Alamsyah
Date Deposited:	31 Jul 2024 00:59
Last Modified:	31 Jul 2024 00:59
URI:	http://repository.its.ac.id/id/eprint/109279

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