Implikasi Social Media Marketing, E-Service Quality dan Persepsi Kemudahan Penggunaan terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan sebagai Mediating Variable
DOI:
https://doi.org/10.30872/jakt.v21i1.14479Keywords:
Pemasaran Media Sosial, Kualitas E-Service, kenyamanan yang dirasakan, kepuasan pelanggan, loyalitas pelangganAbstract
Penelitian ini dilakukan untuk mengetahui pengaruh langsung variabel Pemasaran Media Sosial, kualitas layanan elektronik, dan persepsi kemudahan penggunaan terhadap kepuasan dan loyalitas pelanggan, pengaruh langsung kepuasan pelanggan terhadap loyalitas pelanggan, dan pengaruh tidak langsung ketiganya. variabel (SMM, ESQ, dan PEoU) terhadap loyalitas pelanggan melalui kepuasan pelanggan. Penelitian ini menggunakan metode kuantitatif deskriptif dan eksplanatori. Dimana 407 data kuesioner Google Form dianalisis menggunakan SmartPLS V pada penelitian ini. Hasil penelitian ini menunjukkan pengaruh langsung variabel SMM, ESQ, dan PEoU terhadap kepuasan dan loyalitas pelanggan, pengaruh langsung variabel kepuasan pelanggan terhadap loyalitas pelanggan, dan pengaruh tidak langsung ketiga variabel (SMM, ESQ, dan PEoU) pada loyalitas pelanggan melalui kepuasan pelanggan.References
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