Ahzam, Alfisyahr (2024) Pengaruh Pemeblian Online Dan Pembelian Offline Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening Pada Magnesium137 Store Blitar. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The growth of the global internet has influenced business and commerce by learning new things about the world of shopping which ultimately gave rise to 2 types of purchases, namely online and offline. These two types of purchases have their respective advantages and disadvantages which refer to customer satisfaction and loyalty. This research aims to help improve the quality and evaluation of one of the local brands, Magnesium137 Store in Blitar, through customer reactions. This research uses an associative type with a quantitative approach, by collecting data by distributing questionnaires to 200 customer respondents who have made online and offline purchases at the Magnesium137 Store Blitar distro. The analysis technique used is path analysis. The results of this research show that simultaneously the online purchasing and offline purchasing variables show weak results on the customer satisfaction variable. Simultaneously, the online purchasing, offline purchasing and customer satisfaction variables show strong results for the customer loyalty variable. Partially, the online purchasing variable has a significant effect on customer satisfaction. Partially, the offline purchasing variable has a significant effect on customer satisfaction. Partially, the online purchasing variable does not have a significant effect on customer loyalty. Partially, the offline purchasing variable has a significant effect on customer loyalty. And partially, customer satisfaction variables have a significant influence on customer loyalty.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Alfisyahr Ahzam | ||||||||
| Date Deposited: | 31 May 2024 02:26 | ||||||||
| Last Modified: | 31 May 2024 02:30 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/23657 |
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