Herdiyani, 1116051032 (2015) IMPLIKASI ELECTRONIC WORD OF MOUTH TERHADAP LOYALITAS PELANGGAN DENGAN DI MEDIASI OLEH KEPERCAYAAN MEREK DAN KEPUASAN KONSUMEN (Studi Pada Mahasiswa/i yang Pernah Berbelanja Online di Bandar Lampung). Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Lampung.
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Abstract
ABSTRAK IMPLIKASI ELECTRONIC WORD OF MOUTH TERHADAP LOYALITAS PELANGGAN DENGAN DI MEDIASI OLEH KEPERCAYAAN MEREK DAN KEPUASAN KONSUMEN (Studi Pada Mahasiswa/i yang Pernah Berbelanja Online di Bandar Lampung) Oleh Herdiyani Penelitian ini bertujuan untuk menganalisis pengaruh dari variabel electronic word of mouth terhadap loyalitas pelanggan dengan dimediasi oleh kepercayaan merek dan kepuasan konsumen pada Mahasiswa/I yang pernah berbelanja secara online di Bandar Lampung. Penelitian ini menggunakan empat variabel, yaitu electronic word of mouth (X), kepercayaan merek (Z1), kepuasan konsumen (Z2) dan loyalitas pelanggan (Y). Setelah dilakukan tinjauan pustaka dan penyusunan hipotesis, data dikumpulkan melalui metode kuesioner yang disebar kepada 80 Mahasiswa/I yang pernah berbelanja online di Bandar Lampung dengan menggunakan teknik purposive sampling. Sedangkan analisis data berupa persamaan struktural dengan menggunakan Smart PLS 2.0 m2 yang dijalankan dengan media komputer. Penelitian ini menggunakan teknik pengolahan data dengan model pengukuran (outer model) dan model analisis persamaan struktural (inner model) serta pengujian hipotesis. Dari kelima hipotesis hasil penelitian ini menunjukkan bahwa electronic word of mouth berpengaruh signifikan terhadap kepuasan konsumen, Kepercayaan merek berpengaruh signifikan terhadap loyalitas pelanggan, electronic word of mouth berpengaruh signifikan terhadap loyalitas pelanggan, electronic word of mouth tidak berpengaruh signifikan terhadap kepercayaan merek, kemudian Kepuasan konsumen tidak berpengaruh signifikan terhadap loyalitas pelanggan. Dengan demikian, Perusahaan-perusahaan yang berbisnis secara online harus dapat mempertahankan electronic word of mouth yang dimiliki sehingga dapat memberikan kepercayaan merek dan kepuasan konsumen dan menciptakan loyalitas pelanggan. Kata Kunci : electronic word of mouth, kepercayaan merek, kepuasan konsumen dan loyalitas pelanggan. ABSTRACT IMPLICATIONS ELECTRONIC WORD OF MOUTH TO THE CUSTOMER LOYALTY MEDIATED BY BRAND TRUST AND CUSTOMER SATISFACTION (Study in students who ever shopped online in Bandar Lampung) By Herdiyani This study aims to analyze the influence of electronic word of mouth on customer loyalty which is mediated by brand trust and customer satisfaction in the students have ever shopped online in Bandar Lampung. This study uses four variables, namely electronic word of mouth (X), brand trust (Z1), customer satisfaction (Z2) and customer loyalty (Y). After a literature review and preparation of hypotheses, data were collected throught questionnaires distributed method to the 80 students have ever shopped online in Bandar Lampung using purposive sampling technique. While the data analysis as structural analogy is done by using the Smart PLS 2.0 m2 which is run with computer media. This study uses the measurement model (outer model) and the model of structural equation analysis (inner model) and hypothesis testing as the data processing techniques. The fourth hypothesis of this study indicate that the electronic word of mouth significantly influence on customer satisfaction, brand trust significantly influence customer loyalty, electronic word of mouth significantly influence customer loyalty, electronic word of mouth no significantly influence brand trust, and consumer satisfaction no significantly influence customer loyalty. Accordingly, companies that do business online should be able to maintain the electronic word of mouth owned so as to provide confidence in the brand and consumer satisfaction and create customer loyalty. Keywords: electronic word of mouth, brand trust, customer satisfaction and customer loyalty.
| Item Type: | Other |
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| Subjects: | A General Works = Karya Karya Umum H Ilmu Sosial = Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas ISIP > Prodi Administrasi Bisnis |
| Depositing User: | 1412615 . Digilib |
| Date Deposited: | 07 May 2015 02:54 |
| Last Modified: | 07 May 2015 02:54 |
| URI: | http://digilib.unila.ac.id/id/eprint/9573 |
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