Salsabila, Reva Namira (2022) Analisis Pengaruh Kepuasan (Satisfaction), Kepercayaan (Trust) dan Kemudahan Penggunaan (Perceived Ease Of Use) Terhadap Loyalitas Pelanggan Pengguna E-Commerce Tokopedia di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine: (1) The Effect of Satisfaction on Customer Loyalty of Tokopedia E-commerce Users in Surabaya, (2) The Effect of Trust (Trust) on Customer Loyalty of Tokopedia E-commerce Users in Surabaya, (3) The Effect of Ease of Use (Perceived Ease Of Use) Towards Customer Loyalty of Tokopedia E-commerce Users in Surabaya. The population in this study is the people of Surabaya. The sampling technique is purposive sampling technique. The sample used as the research is 100 respondents with the following criteria: (1) Users or consumers have the Tokopedia application, (2) Tokopedia users who are domiciled in the Surabaya area, (3) Have used or made a purchase transaction at least 1 time through the Tokopedia application. The data analysis technique in this study is multiple linear regression and hypothesis testing using the SPSS V20 data analysis application. The results showed that there was a simultaneous positive and significant influence between the variables of Satisfaction, Trust, and Ease of Use on Customer Loyalty of Tokopedia E-commerce Users in Surabaya. The variables of Satisfaction and Trust have a positive and partially significant effect on Customer Loyalty of Tokopedia E-commerce Users in Surabaya. While the Ease of Use variable does not have a significant effect partially but has a positive effect on Customer Loyalty of Tokopedia E-commerce Users in Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Contributors: |
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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: | Reva Namira Salsabila | ||||||||
| Date Deposited: | 25 Mar 2022 02:52 | ||||||||
| Last Modified: | 25 Mar 2022 02:52 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/5549 |
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