Citrakara, Tifani Nadif (2025) Pengaruh Customer Experience dan Kepercayaan Terhadap Loyalitas Pelanggan Pada Tokopedia di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Customer experience and trust are two important factors that influence customer loyalty in the world of e-commerce, especially amid the increasing competition among online shopping platforms. Tokopedia, as one of the largest marketplaces in Indonesia, faces challenges in maintaining customer loyalty, particularly in Surabaya, a city with high digital activity and diverse platform options. Unsatisfactory user experiences and issues related to trust have become major concerns, driving the need for this research. This study aims to determine the effect of customer experience and trust on Tokopedia customer loyalty in Surabaya. The research method used is a quantitative approach with a survey technique through the distribution of questionnaires via Google Forms to 100 respondents who have made at least three transactions in the last six months on Tokopedia. The sampling technique was purposive sampling. Data analysis was conducted using Partial Least Square (PLS) with the help of SmartPLS 3 software through validity tests, reliability tests, and hypothesis testing. The results of the study show that customer experience and trust variables have a positive and significant effect on Tokopedia customer loyalty in Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economics H Social Sciences > HD Industries. Land use. Labor |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Tifani Nadif Citrakara | ||||||||
| Date Deposited: | 09 Sep 2025 02:46 | ||||||||
| Last Modified: | 09 Sep 2025 02:46 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/42323 |
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