Text
Analisis Pengaruh Pengalaman Afektif dan Kognitif dalam Aplikasi terhadap Loyalitas Pengguna pada Sebuah Ritel. Studi Kasus : Aplikasi Sociolla
Shopping through applications is a common thing for many people, one of which is shopping through retail applications. Even so, only a few studies have examined the effect of application use on loyalty towards retailers. This study aims to explore the impact of affective and cognitive app experiences on loyalty towards retailers. Data collection was carried out by purposive sampling method using an online survey to users who had shopped at the Sociolla application with an age range of 18-34 years. A total of 364 respondents were collected which were then processed and analyzed using Partial Least Square-Structural Equation Method (PLS-SEM). The results showed that six of the eight hypotheses were supported by the data. It is proven that only Affective Experience has an effect on the loyalty of Sociolla application users. This research can assist the company in formulating strategies to increase loyalty through two aspects of experience, namely cognitive and affective.Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 12775 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Indonesia 2021 |
|---|---|
| Edisi | - |
| Subjek | Consumer behaviour User experience Loyalty Beauty Retail Cognitive Experience |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xii, 115 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |