Analisis pengalaman pengguna pada E-Commerce selama promo Flash Sale dalam meningkatkan loyalitas pelanggan
Article Sidebar
Main Article Content
Abstract
This study aims to determine what factors influence customer satisfaction that can create customer loyalty itself. The type of research used in this study is explanatory research or explanatory research with a quantitative approach using survey methods. This study uses a multivariate analysis method (Partial Least Squares) which describes the relationship between exogenous variables, namely user experience during Flash Sale promos through customer satisfaction as an intervening variable to endogenous variables (customer loyalty). The number of samples used in this study were 260 e-commerce consumer respondents in the East Bandung area. The results of research from several aspects, namely usable, useful, valuable, and credible aspects have a positive influence in increasing e-commerce customer loyalty.
Article Details
References
Batlajery, S., & Eleida Alfons, M. (2019). Analysis Of The Effect Of Public Relation And Sales Promotion On Decision Making Processes For Buying Water Refills In Merauke. International Journal of Mechanical Engineering and Technology, 10(3).
Carenina, I. (2021). Pengaruh Promosi Flash Sale, Kualitas Pelayanan Dan Kualitas Website Terhadap Kepuasan Dan Loyalitas Pelanggan Lazada. Co. Id (Studi Kasus Mahasiswa Stie Indonesia Jakarta Angkatan Tahun 2017-2019).
Devica, S. (2020). Persepsi konsumen terhadap flash sale belanja online dan pengaruhnya pada keputusan pembelian. Jurnal Bisnis Terapan, 4(1), 47–56.
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25 Edisi 9. Badan Penerbit Universitas Diponegoro.
Ismayani, A. (2019). Metodologi Penelitian. Syiah Kuala University Press.
Jayaputra, R., & Kempa, S. (2022). Pengaruh e-service quality dan e-trust terhadap repurchase intention melalui e-customer satisfaction pada pengguna shopee food. Agora, 10(1).
Kurniawati, A., & Ariyani, N. (2022). Strategi promosi penjualan pada marketplace shopee. Propaganda, 2(1), 65–79.
Madinah, N. F. (2021). Pengaruh Strategi Marketing Flash Sale Terhadap Perilaku Konsumen Dalam Berbelanja Online Ditinjau Dari Perilaku Konsumen Islami (Studi Kasus Pada Mahasiswa Ekonomi Islam Uii Pengguna Shopee).
Maulana, S. M. (2015). Implementasi E-Commerce Sebagai Media Penjualan Online. Jurnal Administrasi Bisnis, 29(1).
Nurdiani, N. (2014). Teknik sampling snowball dalam penelitian lapangan. ComTech: Computer, Mathematics and Engineering Applications, 5(2), 1110–1118.
Oktarini, M. A. S., & Wardana, I. M. (2018). Pengaruh Perceived Ease of Use dan Perceived Enjoyment terhadap Customer Satisfaction dan Repurchase Intention. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 1(2), 227–237.
Sudjatmika, F. V. (2017). Pengaruh harga, ulasan produk, kemudahan, dan keamanan terhadap keputusan pembelian secara online di Tokopedia. com. Agora, 5(1).
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung : Alfabeta.
Susilo, M. (2018). Rancang Bangun Website Toko Online Menggunakan Metode Waterfall. InfoTekJar: Jurnal Nasional Informatika Dan Teknologi Jaringan, 2(2), 98–105.
Widodo, R. (2022). Pengaruh Gratis Ongkos Kirim, Flash Sale Dan Cash On Delivery, Terhadap Keputusan Pembelian Di Toko Online Shopee Pada Masyarakat Kelurahan Simpang Baru Kecamatan Binawidya Kota Pekanbaru. Universitas Islam Negeri Sultan Syarif Kasim Riau.