Sari, Oktavia Pramasta (2024) Pengaruh Harga dan Promosi terhadap Loyalitas Konsumen melalui Kepuasan Konsumen pada Aplikasi Spotify (Studi Mahasiswa UPN "Veteran" Jawa Timur). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research contains the influence of prices and promotions on consumer loyalty through consumer satisfaction with the Spotify application, especially for students at the University of Pembangunan Nasional "Veteran" East Java. The purpose of this research is to determine the effect of price and promotion on consumer loyalty with consumer satisfaction as an intervening variable. This type of research is quantitative research. The method used in this research is Partial Least Square (PLS) analysis using smartPLS 4.0 software. The population in this study were users of the Spotify application among UPN "Veteran" East Java students, totalling 21,539 students. The sample used was 100 respondents. The sampling technique uses a purposive sampling technique by collecting data through distributing Google forms. The results of the analysis in this research are that price and promotion have a positive and significant effect on consumer satisfaction with the Spotify application among UPN "Veteran" East Java students. Prices and promotions have a positive and significant effect on consumer loyalty for the Spotify application among UPN "Veteran" East Java students. Consumer satisfaction has no effect on consumer loyalty for the Spotify application among UPN "Veteran" East Java students.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | oktavia pramasta sari | ||||||||
| Date Deposited: | 18 Mar 2024 02:16 | ||||||||
| Last Modified: | 18 Mar 2024 02:16 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/21456 |
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