PENGARUH KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN E-COMMERCE BUKALAPAK (STUDI PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA)

ARETHUSA, BONDAN (2020) PENGARUH KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN E-COMMERCE BUKALAPAK (STUDI PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA). D3 thesis, Universitas Negeri Jakarta.

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Abstract

Bondan Arethusa, 2020; 1702517043; The Influence of Customer Satisfaction on Bukalapak E-Commerce Customer Loyalty (Study on College Student from Faculty of Economics Universitas Negeri Jakarta). This writing intends to: 1) Understand the description of the customer satisfaction on Bukalapak E-Commerce. 2) Understand the description of the customer loyalty on Bukalapak E-Commerce. 3) Understand on how the customer satisfaction affects Bukalapak's customer loyalty. In this paper, data is collected by distributing questionnaires to a total of 150 respondents who have purchased through the Bukalapak application or website. The analytical method used is simple regression analysis. The subjects of this writing are students of the Faculty of Economics Universitas Negeri Jakarta. The results of this study indicate that customer satisfaction has an influence on customer loyalty at Bukalapak. Shown by the coefficient of determination of 0.414 or it can be interpreted that customer satisfaction has a 41.4% influence on Bukalapak's customer loyalty. Keywords: Customer Satisfaction, Customer Loyalty, E-Commerce

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