ANALISIS HARGA, CUSTOMER EXPERIENCE, DAN E – WORD OF MOUTH TERHADAP LOYALITAS PELANGGAN PENGGUNA SHOPEE

Nihusnasari, Sabela Ayu (2025) ANALISIS HARGA, CUSTOMER EXPERIENCE, DAN E – WORD OF MOUTH TERHADAP LOYALITAS PELANGGAN PENGGUNA SHOPEE. Undergraduate thesis, Universitas Nusantara PGRI Kediri.

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Abstract

Pelitian ini bertujuan untuk mengetahui pengaruh harga, customer experience, dan e-WOM terhadap loyalitas pelanggan pengguna Shopee. Penelitian menggunakan pendekatan kuantitatif dengan jenis penelitian kausalitas. Populasi penelitian ini merupakan mahasiswa Program Studi Manajemen UN PGRI Kediri angkatan 2021 yang menggunakan Shopee. Sampel sebanyak 183 responden diperoleh melalui teknik simple random sampling. Instrumen yang digunakan berupa kuesioner skala Likert lima poin yang dibagikan secara online melalui Google Form dan telah diuji validitas dan reliabilitasnya.Teknik analisis data meliputi uji asumsi klasik, regresi linier berganda, penghitungan Adjusted R², dan uji hipotesis, dengan bantuan SPSS versi 25. Penelitian ini membuktikan bahwa harga, customer experience, dan e-WOM berpengaruh signifikan baik secara parsial maupun simultan terhadap loyalitas pelanggan. Customer experience menjadi variabel dengan pengaruh terbesar. Saran diberikan kepada Shopee untuk terus meningkatkan pengalaman pelanggan dan memperkuat interaksi digital.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Harga, Customer Experience, e-WOM, Loyalitas Pelanggan, Shopee
Subjects: 550 Economics > 574 Marketing
Divisions: Fakultas Ekonomi dan Bisnis > S1-Manajemen
Depositing User: SABELA AYU NIHUSNASARI
Last Modified: 06 Aug 2025 06:47
URI: http://repository.unpkediri.ac.id/id/eprint/19393

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