ANALISIS PENGARUH PEMASARAN DIGITAL DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN GRABBIKE : Studi Kasus Pada Mahasiswa UPNVJ
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Institusion
Universitas Pembangunan Nasional Veteran Jakarta
Author
Nabila Ayu Afifah Tanamal, .
Subject
HB Economic Theory
Datestamp
2021-10-05 09:54:15
Abstract :
The research conducted at GrabBike uses quantitative descriptive methods with the aim of finding out whether GrabBike customer loyalty is carried out by digital marketing and service quality. The population in this study were UPNVJ students who used the GrabBike feature repeatedly. Samples taken as many as 100 respondents with the probability sampling method, simple random sampling. Data collection is done through the collection of questionnaires using the Google form tool for UPNVJ students who use the GrabBike feature. Quantitative analysis technique used is the PLS (Partial Least Square) analysis method with Smart PLS 3.0 software. The results of this study prove that (1) digital marketing has a significant effect on customer loyalty with a path coefficient of 0.660. (2) service quality has a significant effect on customer loyalty with a path coefficient of 0.241.
The research conducted at GrabBike uses quantitative descriptive methods with the aim of finding out whether GrabBike customer loyalty is carried out by digital marketing and service quality. The population in this study were UPNVJ students who used the GrabBike feature repeatedly. Samples taken as many as 100 respondents with the probability sampling method, simple random sampling. Data collection is done through the collection of questionnaires using the Google form tool for UPNVJ students who use the GrabBike feature. Quantitative analysis technique used is the PLS (Partial Least Square) analysis method with Smart PLS 3.0 software. The results of this study prove that (1) digital marketing has a significant effect on customer loyalty with a path coefficient of 0.660. (2) service quality has a significant effect on customer loyalty with a path coefficient of 0.241.
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