Analisis Hubungan Antara Pengaruh Belongingness, Shopping Enjoyment, Customer Satisfaction, Dan Customer Happiness Pada Merchandise Resmi Persebaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Azizi, Izudin
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2023-07-11 08:01:25
Abstract :
This study aims to analyze the sense of belonging, shopping enjoyment, customer satisfaction and customer happiness in buying Persebaya merchandise. The population in this study were all Persebaya fans. The sample in this research is Persebaya club fans who have bought the merchandise at Persebaya stores through offline stores or through e-commerce. The sampling technique uses purposive sampling while data collection uses questionnaires which are distributed through the Google form. A total of 120 respondents participated in this study. Data were analyzed using SPSS. The results showed that belongingness, shopping enjoyment, customer satisfaction had a positive and significant effect on customer happiness on Persebaya merchandise
This study aims to analyze the sense of belonging, shopping enjoyment, customer satisfaction and customer happiness in buying Persebaya merchandise. The population in this study were all Persebaya fans. The sample in this research is Persebaya club fans who have bought the merchandise at Persebaya stores through offline stores or through e-commerce. The sampling technique uses purposive sampling while data collection uses questionnaires which are distributed through the Google form. A total of 120 respondents participated in this study. Data were analyzed using SPSS. The results showed that belongingness, shopping enjoyment, customer satisfaction had a positive and significant effect on customer happiness on Persebaya merchandise
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