Mauladdawil, Titit (2023) Pengaruh Experiental Marketing dan Kualitas Layanan Terhadap Minat Pembelian Ulang Melalui Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Pada Pengguna Aplikasi Lazada Di Surabaya). Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
Technology is increasingly developing to make changes in human life towards an all-digital direction. With the increasing number of E-Commerce users, each online buying and selling application is competing to offer its advantages. Therefore the Lazada application must be able to provide a positive experience and good service quality so that users are satisfied and make repeat purchases. This study aims to analyze the effect of experiential marketing and service quality on repurchase intention through customer satisfaction as an intervention variable. The population of this study are users of the Lazada application in the city of Surabaya who have made buying/selling transactions more than 2 times. This type of research is a quantitative study with a total sample of 100 respondents using the non-probability sampling method and the sampling technique, namely purposive sampling. The data analysis technique used in this study uses Partial Least Square. The results of this study indicate that experiential marketing has a positive and significant influence on customer satisfaction. Experiential marketing has a positive and significant influence on repurchase intention. Service quality has a positive and significant influence on customer satisfaction. Service quality has a positive but not significant effect on repurchase intention. Customer satisfaction has a positive and significant influence on repurchase intention. Experiential marketing has a positive and significant influence on repurchase intention through customer satisfaction. Service quality has a significant positive effect on repurchase intention through customer satisfaction.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | TITIT MAULADDAWIL | ||||||||
| Date Deposited: | 13 Mar 2023 04:53 | ||||||||
| Last Modified: | 13 Mar 2023 04:53 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/12312 |
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