Analisis Hubungan Kepuasan Pelanggan Tokopedia Dan Faktor Yang Mendorong Pembelian Berulang Dan Loyalitas

Ayomi, Fadhlullah Luhur (2025) Analisis Hubungan Kepuasan Pelanggan Tokopedia Dan Faktor Yang Mendorong Pembelian Berulang Dan Loyalitas. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Mahasiswa tidak memiliki banyak waktu luang untuk berbelanja dikarenakan waktu yang ada digunakan untuk kuliah, organisasi, magang, dan banyak kegiatan lainnya. Penelitian ini akan membahas mengenai hubungan kepuasan pelanggan Tokopedia dan faktor yang mendorong pembelian berulang dan loyalitas. Tokopedia merupakan salah satu perusahaan teknologi Indonesia yang produknya dibidang jasa situs jual beli online yang paling terkenal di Indonesia. Metode yang digunakan pada analisis di penelitian ini Structural Equation Modeling-Partial Least Square (SEM-PLS). Data yang digunakan pada penelitian ini yaitu data primer dan sekunder. Penelitian ini menggunakan metode sampling klaster dua tahap. Hasil penelitian menunjukkan bahwa kepuasan pelanggaan memiliki pengaruh signifikan terhadap pembelian kembali, pembelian kembali juga memberikan kontribusi yang signifikan terhadap loyalitas pelanggan. Model yang dibentuk berhasil menjelaskan 55,8% variasi loyalitas pelanggan yang berarti strategi peningkatan kualitas layanan Tokopedia efektif dalam mendorong pembelian Kembali dan meningkatan loyalitas.
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Students do not have much free time to shop because the time available is used for lectures, organizations, internships, and many other activities. This research will discuss the relationship between Tokopedia customer satisfaction and the factors that drive repeat purchases and loyalty. Tokopedia is one of Indonesia's technology companies whose products are in the service sector of the most famous online buying and selling site in Indonesia. The method used in the analysis in this study is Structural Equation Modeling-Partial Least Square (SEM-PLS). The data used in this study are primary and secondary data. This study uses a two-stage cluster sampling method. The results showed that customer satisfaction has a significant effect on repurchase, repurchase also makes a significant contribution to customer loyalty. The model formed succeeded in explaining 55.8% of the variation in customer loyalty, which means that Tokopedia's service quality improvement strategy is effective in encouraging repurchases and increasing loyalty.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Kepuasan Pelanggan, Loyalitas, Pembelian Berulang, SEM-PLS, Customer Loyalty, Customer Satisfaction, Repurchase Intention
Subjects:	Q Science > QA Mathematics > QA278.3 Structural equation modeling.
Divisions:	Faculty of Vocational > 49501-Business Statistics
Depositing User:	Fadhlullah Luhur Ayomi
Date Deposited:	23 Jan 2025 02:24
Last Modified:	23 Jan 2025 02:24
URI:	http://repository.its.ac.id/id/eprint/116690

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