PENGARUH PEMASARAN MEDIA SOSIAL, PENGALAMAN BELANJA ONLINE PELANGGAN, KEPUASAN, POSITIF MULUT KE MULUT PADA LOYALITAS PELANGGAN E-COMMERCE

DEA CYNTIKA USMED, DEA (2021) PENGARUH PEMASARAN MEDIA SOSIAL, PENGALAMAN BELANJA ONLINE PELANGGAN, KEPUASAN, POSITIF MULUT KE MULUT PADA LOYALITAS PELANGGAN E-COMMERCE. Masters thesis, Universitas Andalas.

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Abstract

Pengaruh Pemasaran Media Sosial, Pengalaman Pelanggan, Kepuasan, Mulut ke Mulut Terhadap Loyalitas Pelanggan E-Commerce Thesis OlehDea Cyntika Usmed PembimbingI : Dr. Syafrizal, SE, ME PembimbingII : Dr. Alfitman,SE, MSc ABSTRAK Penelitian ini dilakukan bertujuan untuk mengetahui pengaruh beberapa variable elemen terkait untuk meningkatkan loyalitas pelanggan dalam digitalisasi, seperti pemasaran media sosial, pelanggan online pengalaman, kepuasan, dan berita positif dari mulut ke mulut. Kita menerima 252 umpan balik, kemudian data dianalisis dengan bantuan PLS 3.3 Software melalui teknik SEM. Kami menemukan di sana hipotesis kelima sesuai dengan harapan, dan dua di antaranya adalah ditolak. Kata Kunci :Pemasaran media sosial, pengalaman pelnggan, kepuasan, mulut ke mulut, loyalitas pelanggan, e-commerce Effect of Social Media Marketing, Customer Experience, Satisfaction, Word of Mouth on E-Commerce Customer Loyalty Thesis ByDeaCyntikaUsmed Advisor I : Dr. Syafrizal, SE, ME Advisor II : Dr. Alfitman, SE, MSc ABSTRACT This study aims to determine the effect of several variables related to increasing customer loyalty in digitization, such as social media marketing, online customer experience, satisfaction, and positive word of mouth. We received 252 feedbacks, then the data were analyzed with the help of PLS 3.3 Software through SEM technique. We find there the fifth hypothesis is in line with the expectations, and two of them are rejected. Keywords: Social media marketing, customer experience, satisfaction, word of mouth, customer loyalty, e-commerce

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