Hakiki, Soniya Auliya Sabilah (2025) Pengaruh Kualitas Layanan, Diskon, Interaktivitas Pemasaran Media Sosial terhadap Shopper’s Loyalty dengan Online Trust sebagai variabel intervening Pada Pengguna Reny Swalayan-ku Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Reny Swalayan-Ku Ecommerce is a business that combines traditional grocery store elements with technological modernization. Reny Swalayan-Ku is dedicated to being a platform that provides convenience for users to purchase their daily necessities via the internet. This platform provides a user-friendly mobile application and website to provide convenience and ease of transaction, as well as offering a variety of flexible payment methods to enhance the customer shopping experience. Meanwhile, goods are delivered using Reny Swalayan-Ku's own shipping service, with shipping costs calculated based on the distance between the customer's home and the minimarket. This study aims to analyze the effect of Service Quality, Discounts, and Social Media Marketing Interactivity on Shopper Loyalty, with Online Trust as an intervening variable, among Reny Swalayan-Ku users in Surabaya. An associative quantitative research method was used with data collection through questionnaires distributed to 100 Reny Swalayan-ku users in Surabaya. Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS software. The results of the study indicate that service quality, discounts, and social media marketing interactivity significantly and positively influence online trust. Online trust was also found to have a positive and significant influence on shopper loyalty. Furthermore, discounts and social media marketing interactivity had a positive and significant direct influence on shopper loyalty. However, service quality did not show a significant direct influence on shopper loyalty, implying that its role is more as a prerequisite for building trust, which then influences loyalty. The indirect effect through online trust is also significant for all independent variables. These findings underscore the importance of building consumer trust through quality service, attractive discounts, and active social media interaction to encourage shopper loyalty in the context of retail e-commerce. This study provides insights for Reny Swalayanku Surabaya to optimize its digital marketing strategy to retain customers in an era of high competition.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | S1 Soniya Auliya Sabilah Hakiki | ||||||||
| Date Deposited: | 03 Dec 2025 05:21 | ||||||||
| Last Modified: | 03 Dec 2025 05:21 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/47555 |
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