Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2023

Building Customer Loyalty on Online Clothes Shopping: A Study of Marasoe Brand

Skripsi, 017 / 2023 / IM
Undergraduate Theses from JBPTPPOLBAN / 2023-11-30 12:35:35
Oleh : 195264027 - Salsabila Maulina Eka Pertiwi
Dibuat : 2023-11-30, dengan 4 file

Keyword : Online clothes shopping, e-service quality, perceived value, brand satisfaction, brand trust, brand loyalty, dan customer experience


Deskripsi Alternatif :

Technological developments in the business world have brought significant changes and become one of the main drivers of innovation and efficiency in various industrial sectors. The increase in e-commerce users provides convenience for customers to shop and make transactions online, without having to go to a physical store. On the other hand, the increase in e-commerce users proves that the business world is increasingly competitive and makes companies, especially the fashion industry, whose main problem is consumer loyalty. Therefore, the purposes of this study is to measure the perceptions of generation Y women consumers and generation Z consumers regarding consumer loyalty to shopping for clothes online and the relationship between variables that form consumer loyalty. This study used a quantitative approach distributing an online questionnaires by 420 respondents, followed by a qualitative approach to 5 respondents who are consumers of fashion brands. Smart-PLS and SPSS were the software used for data measurement. This research shows that the value of perceived value is still somewhat less than other factors: e-service quality, brand satisfaction, and brand trust in building consumer loyalty in shopping for clothes online. That's why nutuh companies increase perceived value and customer experience by providing customer loyalty programs that can provide benefits for both parties and establish long-term relationships.

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PropertiNilai Properti
Nama KontakErlin Arvelina
AlamatJl. Trsn. Gegerkalong Hilir Ds. Ciwaruga
DaerahJawa Barat
Telepon022 201 3789 ext. 168, 169, 239
Fax022 201 3889

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  • Supervisor: Dr. Lusianus Kusdibyo, MBA., Editor: Erlin Arvelina