PENGARUH OFFLINE DAN ONLINE CUSTOMER EXPERIENCE TERHADAP KEPUASAN KONSUMEN PADA RITEL MULTI-CHANNEL (STUDI PADA KOPI KENANGAN KOTA PALEMBANG)

PENI, PENI and Yunita, Dessy (2023) PENGARUH OFFLINE DAN ONLINE CUSTOMER EXPERIENCE TERHADAP KEPUASAN KONSUMEN PADA RITEL MULTI-CHANNEL (STUDI PADA KOPI KENANGAN KOTA PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh offline dan online customer experience terhadap kepuasan konsumen pada ritel multi-channel (studi pada kopi kenangan kota palembang). Metode penelitian yang digunakan adalah metode kuantitatif. pengambilan sampel menggunakan teknik probability sampling dengan jumlah sampel 100 responden. Analisis data yang digunakan adalah dengan uji t, uji f dan analisis regresi linear berganda. Hasil dari uji t menunjukkan bahwa variabel offline dan online customer experience secara parsial berpengaruh signifikan terhadap kepuasan konsumen. Hasil dari uji F menunjukan bahwa variabel offline dan online customer experience secara simultan berpengaruh terhadap kepuasan konsumen. Hasil dari analisis regresi linear berganda variabel yang dominan adalah online customer experience (X2) dengan nilai signifikansi 0.00 dan nilai beta terbesar (0,221).

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	customer experience, online customer experience, kepuasan konsumen, multi-channel
Subjects:	H Social Sciences > HF Commerce > HF5428-5429.6 Retail trade
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Peni Peni
Date Deposited:	24 Jul 2023 02:24
Last Modified:	24 Jul 2023 04:16
URI:	http://repository.unsri.ac.id/id/eprint/119876

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