Istiqomah, Istiqomah (2024) PENGARUH LIVE STREAMING SHOPPING DAN LAYANAN PAYLATER TERHADAP NIAT BELI ULANG KONSUMEN SHOPEE MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Mahasiswa D3 Dan S1 Universitas PGRI Madiun). S1 thesis, Universitas PGRI Madiun.
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Abstract
This study aimed to determine the effect of live streaming shopping and paylater services towards repurchase intentions through customer satisfaction as an intervening variable in D3 and S1 students of Universitas PGRI Madiun who are Shopee users. The sample of this study was 372 students who had made purchases at Shopee. The study used a quantitative descriptive method using the Structural Equation Model - Partial Least Square (SEM-PLS) analysis. Data analysis was carried out with the help of SmartPLS software version 4.1.0.4. The results of the study show that live streaming shopping has a positive effect towards repurchase intentions. In addition, paylater services also have a positive effect towards repurchase intentions. The conclusion shows that live streaming shopping and paylater services have a significant contribution to repurchase intentions through customer satisfaction. These results can help e-commerce companies such as Shopee in improving marketing strategies and increasing consumer loyalty. Keywords: Live Streaming Shopping, Paylater Services, Repurchase Intentions, Customer Satisfaction.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Kata Kunci: Live Streaming Shopping, Layanan Paylater, Niat Beli Ulang, Kepuasan Pelanggan |
| Subjects: | A Social Sciences > HB Economic Theory A Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ISTIQOMAH ISTIQOMAH ISTIQOMAH |
| Date Deposited: | 04 Oct 2024 01:43 |
| Last Modified: | 04 Oct 2024 01:47 |
| URI: | http://eprint.unipma.ac.id/id/eprint/2106 |
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