Pengaruh Promosi Dan E- Service Quality Terhadap Minat Beli Ulang Shopee Pada Generasi Z Di Kota Tuban

Iswidono,, Ramanda Xavero (2024) Pengaruh Promosi Dan E- Service Quality Terhadap Minat Beli Ulang Shopee Pada Generasi Z Di Kota Tuban. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study focuses on e-commerce marketing strategies, especially Shopee, which has successfully overcome tight competition with various existing problems. The purpose of this study is to analyze the effect of Shopee promotions and e-service quality on repurchase interest in using Shopee among Generation Z in Tuban City. This study uses two independent variables, promotion (X1) and e-service quality (X2), and one dependent variable, repurchase interest (Y). Samples were taken purposively from Shopee generation Z users in Tuban City and a sample size of 100 people was found. The analysis method uses the Partial Least Square (PLS) model to test validity, reliability, and causality. The results of the study show that good promotions and Shopee e-service quality increase repurchase interest among Generation Z users in Tuban City. Keywords: Promotion, Electronic Service Quality, Repurchase Intention

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor Wardhani, Nuruni Ika Kusuma NIDN0709106302 ikanuruni.mnj@upnjatim.ac.id
Subjects:	H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products
Divisions:	Faculty of Economic > Departement of Management
Depositing User:	ramanda xavero Iswidono
Date Deposited:	18 Sep 2024 03:12
Last Modified:	18 Sep 2024 03:12
URI:	https://repository.upnjatim.ac.id/id/eprint/29373

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• Pengaruh Promosi Dan E- Service Quality Terhadap Minat Beli Ulang Shopee Pada Generasi Z Di Kota Tuban. (deposited UNSPECIFIED)
  • Pengaruh Promosi Dan E- Service Quality Terhadap Minat Beli Ulang Shopee Pada Generasi Z Di Kota Tuban. (deposited 18 Sep 2024 03:12) [Currently Displayed]

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