Pengaruh promosi media sosial, Word Of Mouth dan E-Service Quality terhadap kepuasan konsumen
pembelian produk kecantikan di E-commerce (Studi Kasus Pada Aplikasi
Sociolla)
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Institusion
Universitas Wijaya Kusuma Surabaya
Author
Puspitaningrum, Dinna Dwi Jaya
Subject
H Social Sciences (General)
Datestamp
2022-04-08 01:28:50
Abstract :
ABSTRAK Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh promosi media sosial, word of mouth dan e-service quality terhadap kepuasan konsumen pembelian produk kecantikan di e-commerce secara parsial. Penelitian ini menggunakan metode kuantitatif dengan analisis menggunakan bantuan aplikasi IBM SPSS V.20. Penentuan sampel dalam penelitian ini menggunakan teknik purposive sampling yang merupakan salah satu teknik nonprobabilitas dimana peneliti memilih sampel dengan pertimbangan tertentu dengan ciri-ciri yang sudah ditentukan berdasarkan tujuan penelitian, dengan harapan dapat menjawab permasalahan penelitian. Jumlah sampel dalam penelitian ini sebanyak 80 responden. Hasil penelitian yaitu pengaruh promosi media sosial berpengaruh dan tidak signifikan terhadap kepuasan konsumen. Word of mouth berpengaruh signifikan terhadap kepuasan konsumen, E- service quality berpengaruh signifikan terhadap kepuasan konsumen. Kata kunci : Promosi media sosial, word of mouth, e- service quality, kepuasan konsumen ABSTRACT This study aims to determine and explain the effect of social media promotion, word of mouth and e- service quality on consumer satisfaction purchasing beauty products in e-commerce partially. This study uses a quantitative method with analysis using application IBM SPSS V.20. The determination of the sample in this study uses a purposive sampling technique which is a non-probability technique where the researcher selects a sample with certain considerations with characteristics that have been determined based on the research objectives, in the hope of answering research problems. The number of samples in this study were 80 respondents. The results of the study are the effect of social media promotion and not significant on consumer satisfaction. Word of mouth has a significant effect on customer satisfaction, E-service quality has a significant effect on customer satisfaction. Keyword : social media promotion, word of mouth, e-service quality, customer satisfaction
ABSTRAK Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh promosi media sosial, word of mouth dan e-service quality terhadap kepuasan konsumen pembelian produk kecantikan di e-commerce secara parsial. Penelitian ini menggunakan metode kuantitatif dengan analisis menggunakan bantuan aplikasi IBM SPSS V.20. Penentuan sampel dalam penelitian ini menggunakan teknik purposive sampling yang merupakan salah satu teknik nonprobabilitas dimana peneliti memilih sampel dengan pertimbangan tertentu dengan ciri-ciri yang sudah ditentukan berdasarkan tujuan penelitian, dengan harapan dapat menjawab permasalahan penelitian. Jumlah sampel dalam penelitian ini sebanyak 80 responden. Hasil penelitian yaitu pengaruh promosi media sosial berpengaruh dan tidak signifikan terhadap kepuasan konsumen. Word of mouth berpengaruh signifikan terhadap kepuasan konsumen, E- service quality berpengaruh signifikan terhadap kepuasan konsumen. Kata kunci : Promosi media sosial, word of mouth, e- service quality, kepuasan konsumen ABSTRACT This study aims to determine and explain the effect of social media promotion, word of mouth and e- service quality on consumer satisfaction purchasing beauty products in e-commerce partially. This study uses a quantitative method with analysis using application IBM SPSS V.20. The determination of the sample in this study uses a purposive sampling technique which is a non-probability technique where the researcher selects a sample with certain considerations with characteristics that have been determined based on the research objectives, in the hope of answering research problems. The number of samples in this study were 80 respondents. The results of the study are the effect of social media promotion and not significant on consumer satisfaction. Word of mouth has a significant effect on customer satisfaction, E-service quality has a significant effect on customer satisfaction. Keyword : social media promotion, word of mouth, e-service quality, customer satisfaction
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