Nabhila, Shalum Syahwa (2024) PENGARUH CUSTOMER EXPERIENCE, KEPERCAYAAN, DAN KEPUASAN KONSUMEN TERHADAP WORD OF MOUTH PENGGUNA APLIKASI SHOPEE DI PONOROGO (STUDI KASUS PADA MAHASISWA JURUSAN MANAJEMEN ANGKATAN 2020/2021 DI UNIVERSITAS MUHAMMADIYAH PONOROGO). Skripsi (S1) thesis, Universitas Muhammadiyah Ponorogo.
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Abstract
Shalum Syahwa Nabhila, NIM 20415128, Management Study Program, Faculty of Economics, Muhammadiyah University of Ponorogo, Thesis: "The Influence of Customer Experience, Trust and Consumer Satisfaction on Word of Mouth of Shopee Application Users in Ponorogo (Case Study of 2020/2021 Management Students at the University Muhammadiyah Ponorogo)”. The rapid progress of information technology, especially in the field of e-commerce, has brought significant changes to consumer behavior. Online shopping applications such as Shopee are one of the platforms most widely used by the public, including Ponorogo students. This makes it easier for students to shop because of the rapid advances in technology and e-commerce which must maintain the company's image and maintain customer satisfaction. This research aims to examine the influence of customer experience, trust and consumer satisfaction on word of mouth of Shopee application users in Ponorogo, especially students at Muhammadiyah University Ponorogo. The data in this study used a saturated sampling technique, namely 100 students majoring in management class 2020/2021. Sampling was carried out by distributing questionnaires via Google Form to respondents using predetermined criteria. The research results show that customer experience has an effect on word of mouth from T-statistics 3.079 > T-table 1.96 and P-value 0.002 < 0.05 so that H1 is fulfilled. Trust has no effect on word of mouth from the T-statistic 1.246 < T-table 1.96 and P-values 0.213 > 0.05 and H2 is rejected, and consumer satisfaction influences word of mouth from the T-statistic 2.100 > T-table 1 96 & P-values 0.036 < 0.05 then H3 is fulfilled. R-Square shows that the variables customer experience, trust and consumer satisfaction with word of mouth contribute an influence of 35.4% & the remaining 64.6% is influenced by other variables.
| Item Type: | Thesis (Skripsi (S1)) |
|---|---|
| Uncontrolled Keywords: | Customer Experience, Kepercayaan, Kepuasan Konsumen, Word of Mouth |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Faculty of Economic > Department of Management |
| Depositing User: | fe . userfe |
| Date Deposited: | 23 Aug 2024 01:36 |
| Last Modified: | 23 Aug 2024 01:36 |
| URI: | http://eprints.umpo.ac.id/id/eprint/14500 |
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