Analysis of the Effect of Service Quality, Price Perception and Flash Sale on Customer Loyalty of Lazada Application Users in Surabaya

Kurnianto, Sigit Dwi (2022) Analysis of the Effect of Service Quality, Price Perception and Flash Sale on Customer Loyalty of Lazada Application Users in Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Official URL: http://repository.untag-sby.ac.id

Abstract

This study aims to determine and analyze the effect of service quality, price perception and flash sale on customer loyalty using Lazada applications in Surabaya, either partially or simultaneously. In this research, the population used is all customers who buy products through the Lazada application with a random sampling technique using an ancient formula with a sample size of 100 respondents. The analytical techniques used are validity, reliability, multiple linear regression and coefficient of determination analysis, for hypothesis testing using partial test (t) and simultaneous test (F). From the results of multiple linear regression test Y= 2.608+ 0.287 X1 +0.262 + 0.347 X3, this simultaneously shows the effect of X1, X2, and X3 simultaneously on Y. And the calculated F value is 41,622. It is known that the significance value for Service Quality (X1) on Customer Loyalty (Y) is 0.018 t table 1.983, this shows that the hypothesis in this study H0 is rejected. Ha is accepted. It is known that the significance value for price perception (X2) on purchasing decisions (Y) is 0.020 t-table 1.983. This shows that the hypothesis in this study H0 is rejected, Ha is accepted. It is known that the significance value for flash sale (X3) on purchasing decisions (Y) is 0.001 t-table 1.983. This shows that the hypothesis in this study H0 is rejected, Ha is accepted. And it is known that the value of R square is .552. This shows how much the variation of the independent variable and the variation of the purchasing decision (Y) can be explained by the three independent variables, namely Service Quality (X1), Price Perception (X2) and Flash Sale (X3), while the remaining = 100% - 55.2% = 44.8% is explained by other variables. Keywords: Quality Of Sevice, Price Perception ,Flash sale,Coustumer Loyalty

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: kualitas pelayanan, persepsi harga ,flash sale , loyalitas pelanggan
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen
Depositing User: 1211800283 Sigit Dwi Kurnianto
Date Deposited: 10 Oct 2022 06:22
Last Modified: 10 Oct 2022 06:22
URI: http://repository.untag-sby.ac.id/id/eprint/19095

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