Image of Analisis Pengaruh Pengalaman Afektif dan Kognitif dalam Aplikasi terhadap Loyalitas Pengguna pada Sebuah Ritel. Studi Kasus : Aplikasi Sociolla

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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 NumberLocationAvailable
12775PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Indonesia.,
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
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