Antiseden Repurchase Intention Belanja Daring : Investigasi Terhadap Sales Promotion, Utilitaritan Value dan Customer Satisfaction

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Basa, Na (2019) Antiseden Repurchase Intention Belanja Daring : Investigasi Terhadap Sales Promotion, Utilitaritan Value dan Customer Satisfaction. PGP-Thesis thesis, LSPR Communication and Business Institute.

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Abstract

Adainovasi-inovasi yang dapat kita nikmati dengan teknologi yang sudah maju ini, salah satunya adalah maraknya perkembangan E-Commercedi Indonesia. Hal ini membuat munculnya aplikasi belanja online seperti salah-satunya adalah aplikasi belanja onlineShopee yang sering memberikan voucher gratis ongkir. Dalam hal ini sales promotionmemiliki peran terhadap kepuasan pelanggan untuk membuat konsumen berniat membeli ulang suatu barang melalui aplikasi Shopee. Penelitian ini menghasilkan adanya pengaruh sales promotionterhadap customer satisfactionsehingga membuat konsumen untuk melakukan niat beli ulang atau repurchase intention. Penelitian ini disebarkan kepada 204 responden yang dimana kuesionernya disebarkan melalui media social Twitter.

Kata Kunci : sales promotion,utilitarian value,customer satisfaction,repurchase intention

Item Type: Thesis (PGP-Thesis)
Subjects: H Social Sciences > HT Communities. Classes. Races
Divisions: POSTGRADUATE PROGRAMME > Marketing Communication
Depositing User: Ms Kartika S
Date Deposited: 20 Dec 2023 07:41
Last Modified: 20 Dec 2023 07:41
URI: http://repository.lspr.ac.id/id/eprint/1228

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