Hafifi, Raihan (2023) PENGARUH ATRIBUT PRODUK TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Pemain Game Online VALORANT Di Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Riot Games, a video game development company that has successfully created a First Person Shooter (FPS) game called "Valorant". Despite being relatively new, this game has managed to capture the interest of FPS enthusiasts. The purpose of this research was to investigate the impact of product attributes - namely quality, features and design - on Valorant player loyalty in Surabaya City, with customer satisfaction serving as the mediator variable. A descriptive quantitative approach was used for this study. This research employs the purposive sampling technique, selecting a population aged 17 years and over who reside in Surabaya City and have bought or played virtual items in Valorant Game in the past two years. A sample of 100 participants was obtained. Data was collected through distributing an online questionnaire. Path analysis was used to test the data, and the results were analysed using the SPSS programme. Specifically, customer satisfaction has a significant impact on customer loyalty. However, product quality does not significantly impact customer loyalty. The study's findings indicate that product quality, product features and product style and design significantly influence customer satisfaction and loyalty. It is noteworthy that product features and style and design have a considerable impact on customer loyalty. Keywords: Product Quality, Product Features, Product Style and Design, Customer Satisfaction, Customer Loyalty
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Raihan Hafifi | ||||||||
| Date Deposited: | 25 Sep 2023 07:51 | ||||||||
| Last Modified: | 25 Sep 2023 07:51 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/18196 |
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PENGARUH ATRIBUT PRODUK TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Pemain Game Online VALORANT Di Kota Surabaya). (deposited UNSPECIFIED)
- PENGARUH ATRIBUT PRODUK TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Pemain Game Online VALORANT Di Kota Surabaya). (deposited 25 Sep 2023 07:51) [Currently Displayed]
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