Aprilia, Rias Winanda Putri Kusnul (2023) Pengaruh E-Servicescape Dan Gamifikasi Terhadap Loyalitas Pelanggan Tokopedia (Studi Pada Pelanggan Tokopedia di Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of increasingly sophisticated technology and information as well as the increasing number of internet users and electronic devices in Indonesia have made the development of e-commerce increasingly rapid. So competition among e-commerce players is getting tighter. Therefore, e-commerce companies are competing to create innovations and implement marketing strategies, one of which is e-servicescape and gamification to achieve customer loyalty. Thus, customer loyalty is an important factor for companies. Based on this idea, this research aims to determine the influence of e-servicescape and gamification on Tokopedia customer loyalty in the city of Surabaya. This research uses quantitative research methods with a sample size of 100 respondents who have met the sample criteria. The population in this research is customers on the Tokopedia application in the city of Surabaya. The sampling technique uses a non-probability sampling technique with a purposive sampling method. The data analysis technique uses SMART PLS software. The research results can be concluded that e-servicescape has a positive effect on customer loyalty and gamification has a positive effect on customer loyalty. Other findings show that Tokopedia has layout and functionality as the best e-servicescape aspects, entertainment as the best gamification aspect.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Rias Winanda | ||||||||
| Date Deposited: | 23 Oct 2023 03:54 | ||||||||
| Last Modified: | 23 Oct 2023 03:54 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/18459 |
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