THE INFLUENCE OF E-SERVICE MARKETING ON THE CUSTOMER SATISFACTION

KURNIAWAN ATMADI, Sahid Susilo Nugroho Dr, M.sc

2017 | Skripsi | S1 MANAJEMEN

Penelitian ini bertujuan untuk mengetahui hubungan antara e-service marketing dan kepuasan konsumen. Penelitian ini dilaksanakan Lazada Online Store. Penelitian ini bertujuan untuk mengetahui efek dari e-service marketing dan kepuasan konsumen dalam penggunaan toko online. Penelitian ini berfokus di area kota Yogyakarta dan subjek penelian dipilih secara random dengan cara dibagikan questionaire. Jumlah total questionaire yang di bagikan kurang lebih 250 questionaire dan setelah di kumpulkan dan di sortir sebanyak 171 data yang dapat digunakan sebagai sample. Instrumen penelitian yang dipakai adalah tes realibilitas dan validitas data. Serta metode analisis data menggunakan regresi dan clasic assumption test. Hasil dari penelitian menyatakan bahwa ada penggunaan online shop sebagai media belanja menjadi tren baru. Dan terdapat hubungan antara e-service marketing dan kepuasan konsumen. Kepuasan konsumen didapat setelah konsumen menggunakan jasa belanja online, pengalaman pelanggan dalam menggunakan situs belanja online sangat penting untuk mendapatkan kepuasan dalam berbelanja online.

This research is purposed to see the relationship between e-service marketing and customersatisfaction. This research is based Lazada online store. And the research is to see the effect of eservice marketing and customer satisfaction when using online store. This research is focuss on Jogjakarta area and the subject of the research is picked randomly with questionaire. The total of questionaire that distributed is 250 questionaire and after collected there area 171 data are available to be use as research sample. Testing instrument that used is validity and realibility test. And the data analysis methods are regression and classical assumption test. The research result is the customer has a good influence in using online shop to buy theirgoods is become a new trend. And there is an important relationship between e-service marketing and customer satisfaction. Because when customer is using the online shop, customer experience is important. That�s why e-service marketing is important element in customer satisfaction in using online shop.

Kata Kunci : e-service marketing, customer satisfaction