Mashuri, Iqbal Badri (2022) Tugas Akhir Pengaruh Kepuasan Pelanggan dan Loyalitas Pelanggan Terhadap Ekuitas Merek Shopee. (Studi Kasus di Desa Kampungbaru, Kecamatan Tanjunganom, Kabupaten Nganjuk). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This script aims to determine the effect of customer satisfaction and customer loyalty on shopee brand equity. Shopee experienced a decline in the first quarter of 2021 to the second quarter of 2021, this caused the shopee brand to be ranked number 2 below Tokopedia in the top E-commerce in Indonesia. In order to approach these problems, Surachman (2008) uses the reference theory which states that the brand is one of important factors in marketing activities, because it is an activity to introduce and offer products or service that cannot be separated from a reliable brand, this means that the brand does not stand alone, the brand must be compatible with other components of the marketing process. Data were collected through questionnaires and were analyzed quantitatively with Partial Lest Square (PLS) and qualitatively. This study concludes that customer satisfaction and customer loyalty have a significant and positive direct influence on shopee brand equity. Keywords : Customer Satisfaction, Customer Loyalty, Brand Equity
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Iqbal Badri mashuri | ||||||||
| Date Deposited: | 05 Sep 2022 02:37 | ||||||||
| Last Modified: | 05 Sep 2022 02:37 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/8906 |
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