PENGARUH KUALITAS LAYANAN ELEKTRONIK
(E-SERVICE QUALITY), VIRAL MARKETING DAN
DISKON HARGA TERHADAP KEPUASAN
PELANGGAN PADA MARKETPLACE SHOPEE
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Riskia, Putri
Subject
Manajemen Pemasaran
Datestamp
2022-01-10 04:31:17
Abstract :
ABSTRAK Penelitian ini bertujuan untuk menguji apakah pengaruh Kualitas Layanan Elektronik (E-Service Quality), Viral Marketing dan Diskon Harga terhadap Kepuasan Pelanggan pada Marketplace Shopee di RW 03 Kelurahan Ujung Menteng. Penelitian ini menggunakan jenis penelitian Asosiatif dengan metode penelitian kuantitatif. Populasi sasaran dari penelitian ini adalah seluruh pelanggan yang menggunakan website Shopee di RW 03 Kel. Ujung Menteng Kec. Cakung. Metode pengambilan sampel menggunakan teknik sampel non probability dengan pendekatan purposive sampling, dengan jumlah sampel sebanyak 97 responden. Metode analisis yang digunakan adalah Regresi Linier Berganda dengan pengujian hipotesis yaitu Uji t, Uji F dan Koefisien Determinasi. Hasil penelitian membuktikan bahwa, (1) Kualitas Layanan Elektronik (E?Service Quality) berpengaruh signifikan terhadap Kepuasan Pelanggan pada Marketplace Shopee, (2) Viral Marketing berpengaruh signifikan terhadap Kepuasan Pelanggan pada Marketplace Shopee, (3) Diskon Harga tidak berpengaruh signifikan terhadap Kepuasan Pelanggan pada Marketplace Shopee, (4) Kualitas Layanan Elektronik (E-Service Quality), Viral Marketing dan Diskon Harga secara simultan berpengaruh signifikan terhadap Kepuasan Pelanggan pada Marketplace Shopee. Kata kunci : E-Service Quality, Viral Marketing, Diskon Harga dan Kepuasan pelanggan ABSTRACT This study aims to examine whether the influence of Electronic Service Quality (E-Service Quality), Viral Marketing and Price Discounts on Customer Satisfaction in the Shopee Marketplace at RW 03 Ujung Menteng. This research uses associative type of research with quantitative research methods. The target population of this study is all customers who use the Shopee website at RW 03 Kel. Ujung Menteng Kec. Cakung The sampling method uses a non-probability sampling technique with a purposive sampling approach, with a total sample of 97 respondents. The analytical method used is Multiple Linear Regression with hypothesis testing namely t test, F test and the coefficient of determination. The results of the study prove that, (1) Electronic Service Quality (E-Service Quality) has a significant effect on Customer Satisfaction in Marketplace Shopee, (2) Viral Marketing has a significant effect on Customer Satisfaction in Marketplace Shopee, (3) Price Discounts do not significantly influence Satisfaction Customers at Shopee Marketplace, (4) Electronic Service Quality (E?Service Quality), Viral Marketing and Discount Prices simultaneously have a significant effect on Customer Satisfaction at Shopee Marketplace. Keywords: E-Service Quality, Viral Marketing, Discounted Prices and Customer Satisfaction
ABSTRAK Penelitian ini bertujuan untuk menguji apakah pengaruh Kualitas Layanan Elektronik (E-Service Quality), Viral Marketing dan Diskon Harga terhadap Kepuasan Pelanggan pada Marketplace Shopee di RW 03 Kelurahan Ujung Menteng. Penelitian ini menggunakan jenis penelitian Asosiatif dengan metode penelitian kuantitatif. Populasi sasaran dari penelitian ini adalah seluruh pelanggan yang menggunakan website Shopee di RW 03 Kel. Ujung Menteng Kec. Cakung. Metode pengambilan sampel menggunakan teknik sampel non probability dengan pendekatan purposive sampling, dengan jumlah sampel sebanyak 97 responden. Metode analisis yang digunakan adalah Regresi Linier Berganda dengan pengujian hipotesis yaitu Uji t, Uji F dan Koefisien Determinasi. Hasil penelitian membuktikan bahwa, (1) Kualitas Layanan Elektronik (E?Service Quality) berpengaruh signifikan terhadap Kepuasan Pelanggan pada Marketplace Shopee, (2) Viral Marketing berpengaruh signifikan terhadap Kepuasan Pelanggan pada Marketplace Shopee, (3) Diskon Harga tidak berpengaruh signifikan terhadap Kepuasan Pelanggan pada Marketplace Shopee, (4) Kualitas Layanan Elektronik (E-Service Quality), Viral Marketing dan Diskon Harga secara simultan berpengaruh signifikan terhadap Kepuasan Pelanggan pada Marketplace Shopee. Kata kunci : E-Service Quality, Viral Marketing, Diskon Harga dan Kepuasan pelanggan ABSTRACT This study aims to examine whether the influence of Electronic Service Quality (E-Service Quality), Viral Marketing and Price Discounts on Customer Satisfaction in the Shopee Marketplace at RW 03 Ujung Menteng. This research uses associative type of research with quantitative research methods. The target population of this study is all customers who use the Shopee website at RW 03 Kel. Ujung Menteng Kec. Cakung The sampling method uses a non-probability sampling technique with a purposive sampling approach, with a total sample of 97 respondents. The analytical method used is Multiple Linear Regression with hypothesis testing namely t test, F test and the coefficient of determination. The results of the study prove that, (1) Electronic Service Quality (E-Service Quality) has a significant effect on Customer Satisfaction in Marketplace Shopee, (2) Viral Marketing has a significant effect on Customer Satisfaction in Marketplace Shopee, (3) Price Discounts do not significantly influence Satisfaction Customers at Shopee Marketplace, (4) Electronic Service Quality (E?Service Quality), Viral Marketing and Discount Prices simultaneously have a significant effect on Customer Satisfaction at Shopee Marketplace. Keywords: E-Service Quality, Viral Marketing, Discounted Prices and Customer Satisfaction
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