Pengaruh Strategi E-Marketing Mix terhadap Kepuasan Pelanggan dan Dampak pada Loyalitas Pelanggan Pada PT. Lazada Indonesia (Survei pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas 17 Agustus 1945 Samarinda)

Nurfitriani, Nurfitriani and Eka, Yudhyani and Danna, Solihin and Catur Kumala, Dewi and Rina M, Haryadi Pengaruh Strategi E-Marketing Mix terhadap Kepuasan Pelanggan dan Dampak pada Loyalitas Pelanggan Pada PT. Lazada Indonesia (Survei pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas 17 Agustus 1945 Samarinda). JIIP (Jurnal Ilmiah Ilmu Pendidikan). ISSN 2614-8854

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Abstract

The development of internet technology facilitates various types of human activities, especially in buying and selling transactions. This requires PT. Lazada Indonesia to always improve its performance on the quality of the electronic services they provide to satisfy customers and build customer loyalty. This study aims to determine customer responses regarding service quality, customer satisfaction and customer loyalty, and to determine the effect of electronic service quality on customer satisfaction and on customer loyalty. The research method used is descriptive and verification. The sampling method used non-probability with incidental sampling technique using the Slovin formula with 93 respondents. Data analysis used path analysis, multiple correlation, and coefficient of determination. The conclusions of this study are: (1) the quality of electronic services is considered poor; (2) customers who are considered unsatisfied; (3) customers are considered less loyal; (4) partially the quality of electronic services has a positive and significant effect on customer satisfaction of PT. Lazada Indonesia by 49.4%; (5) partially customer satisfaction has a positive and significant effect on customer loyalty PT. Lazada Indonesia by 45.3%; (6) the influence of the quality of electronic services on the development of ups and downs of customer loyalty through customer satisfaction of 70% and the rest is a contribution from other variables that were not carried out in this study.

Item Type:	Article
Subjects:	H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi > Program Studi Manajemen
Depositing User:	Dr Eka Yudhyani S.E.,M.Si
Date Deposited:	23 Mar 2024 00:57
Last Modified:	23 Mar 2024 00:57
URI:	http://repository.untag-smd.ac.id/id/eprint/470

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