PENGARUH BAURAN PEMASARAN JASA DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SHOPEE (Studi pada Mahasiswa di Universitas Muhammadiyah Purwokerto)

Aini, Annisa Nurul (2022) PENGARUH BAURAN PEMASARAN JASA DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SHOPEE (Studi pada Mahasiswa di Universitas Muhammadiyah Purwokerto). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

The purpose of this study was to analyze the effect of service marketing mix, service quality and customer satisfaction on Shopee customer loyalty. Questionnaires are used as a data collection tool. Purposive sampling method was used to select 82 samples with several predetermined criteria. Data analysis uses Structural Equation Modeling with Partial Least Square approach. The results of this study reveal that the service marketing mix and service quality have a positive effect on customer satisfaction, customer satisfaction affects customer loyalty, service marketing mix and service quality affect customer loyalty through customer satisfaction. However the marketing mix and customer satisfaction have no effect on customer loyalty.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: service marketing mix, service quality, customer satisfaction, customer loyalty.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen S1
Depositing User: Indra Himawan
Date Deposited: 21 Jul 2022 01:10
Last Modified: 21 Jul 2022 01:10
URI: https://repository.ump.ac.id:80/id/eprint/12822

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