Adhilni, Riva Dika (2024) PENGARUH KOMUNIKASI PEMASARAN DAN PERSEPSI HARGA TERHADAP LOYALITAS PELANGGAN DENGAN KUALITAS PELAYANAN SEBAGAI VARIABEL INTERVENING PADA E-COMMERCE TOKOPEDIA BERDASARKAN KELOMPOK USIA GENERASI MILENIAL DAN GENERASI Z. Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
20042010236-cover.pdf Download (654kB) |
|
Text (Bab 1)
20042010236-bab1.pdf Download (325kB) |
|
Text (Bab 2)
20042010236-bab2.pdf Restricted to Repository staff only until 27 May 2026. Download (173kB) |
|
Text (Bab 3)
20042010236-bab3.pdf Restricted to Repository staff only until 27 May 2026. Download (230kB) |
|
Text (Bab 4)
20042010236-bab4.pdf Restricted to Repository staff only until 27 May 2026. Download (356kB) |
|
Text (Bab 5)
20042010236-bab5.pdf Download (11kB) |
|
Text (Daftar Pustaka)
20042010236-daftarpustaka.pdf Download (142kB) |
|
Text (Lampiran)
20042010236-lampiran.pdf Restricted to Repository staff only until 27 May 2026. Download (448kB) |
Abstract
This study aims to examine the influence of marketing communication and price perception on customer loyalty on the Tokopedia e-commerce platform, considering service quality as an intervening variable. The study also dissects the differences in customer responses based on age groups, specifically millennials and Generation Z. The research method used is a quantitative method with a sample size of 137 respondents. The data collection technique employed is questionnaire distribution. The data analysis technique used is descriptive statistical analysis to describe the relationship between variables. Data analysis was conducted using SPSS version 26, involving several tests such as classical assumption tests, path analysis, T-tests, and determination coefficient tests. The results indicate that marketing communication and price perception, through service quality, do not directly affect customer loyalty, and service quality also does not significantly influence customer loyalty. However, partially, marketing communication and price perception do influence customer loyalty. These findings provide valuable insights into the factors influencing customer loyalty and suggest implications for Tokopedia to pay more attention to its service quality to maintain customer loyalty. Keywords : Marketing Communication, Price Perception, Service Quality, Customer Loyalty
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Riva Dika Adhilni | ||||||||
| Date Deposited: | 28 May 2024 07:41 | ||||||||
| Last Modified: | 28 May 2024 07:41 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/23154 |
Actions (login required)
 |
View Item |