Skripsi S1

Pengaruh Perceived Ease of Use, Customer Engagement dan Promosi terhadap Loyalitas Pengguna Grab (Studi pada Pengguna Aplikasi Grab di Kabupaten Kebumen)

---

Abstrak
Abstrak
Penelitian ini bertujuan untuk mengetahui pengaruh perceived ease of use, customer engagement, dan promosi terhadap loyalitas aplikasi Grab di Kabupaten Kebumen. Populasi dalam penelitian ini adalah pengguna aplikasi grab di Kabupaten Kebumen yang sudah menggunakan aplikasi lebih dari 1 kali. Sampel penelitian sebanyak 100 responden dengan metode non probability sampling.Metode yang digunakan dalam penelitian ini adalah metode kuantitatif. Analisis data menggunakan analisis regresi linier berganda dengan program SPSS 23 for windows. Hasil penelitian ini menunjukan bahwa perceived ease of use tidak berpengaruh terhadap loyalitas, customer engagement dan Promosi berpangaruh terhadap loyalitas pengguna aplikasi Grab. Sedangkan perceived ease of use, customer engagement, dan promosi secara simultan berpengaruh terhadap loyalitas pengguna aplikasi Grab di Kebumen. Hasil penelitian ini menunjukan bahwa pengaruh variable bebas (perceived ease of use, customer engagement, dan promosi) sebesar 59,2% sedangkan sisanya 40,8% dijelaskan oleh variable lain diluar variable bebas yang diteliti oleh penulis.
Kata Kunci: Perceived ease of use, customer engagement, Promosi, Loyalitas Grab.
Abstract
This research aims to determine the influence of perceived ease of use, customer engagement, and promotion of Grab app loyalty in Kebumen district. The population in this research is the users of the grab app in Kebumen district that has been using the app more than 1 time. Sample research of 100 respondents with non probability sampling method. The methods used in this research are quantitative methods. Data analysis uses multiple linear regression analyses with the SPSS 23 for Windows program. The results showed that the perceived ease of use had no significant effect on loyalty, customer engagement and the significant pangaruh promotion to the user loyalty of Grab app. While perceived ease of use, customer engagement, and promotion simultaneously influence the user loyalty of the Grab app in Kebumen. The results of this study showed that the effect of perceived ease of use, customer engagement, and promotion was 59.2% while the remaining 40.8% was described by other variables outside the free variable which was examined by the author.
Keywords: Perceived Ease of use, customer engagement, promotion, loyalty, grab

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

658.81 Ris p c.

Penerbit

Kebumen : STIE Putra Bangsa., 2020

Deskripsi Fisik

-

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

658.81

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

-

Info Detail Spesifik

-

Pernyataan Tanggungjawab

Risa Pramita

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar