Analisis E-Marketing, E-Trust dan E-WoM Terhadap E-Loyalty pada Pengguna Tokopedia pada Mahasiswa Fakultas Ekonomi Universitas 17 Agustus 1945 Surabaya di Surabaya

Redian Cahya, Rivan Duta (2024) Analisis E-Marketing, E-Trust dan E-WoM Terhadap E-Loyalty pada Pengguna Tokopedia pada Mahasiswa Fakultas Ekonomi Universitas 17 Agustus 1945 Surabaya di Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh e-marketing, e-trust dan e-WOM berpengaruh secara parsial dan secara simultan terhadap e-loyalty pada pengguna Tokopedia. Variabel independen dalam penelitian ini adalah E marketing (X1), E trust (X2) dan E WOM (X3), sedangkan variabel untuk dependennya dalam penelitian ini adalah E Loyality (Y). Populasi dari penelitian ini adalah mahasiswa fakultas ekonomi Universitas 17 Agustus 1945 Surabaya pengguna Tokopedia di Surabaya. Karena di dalam penelitian ini terdapat 15 indikator, maka jumlah sampel dalam penelitian ini adalah 15 x 5 = 75 responden mahasiswa fakultas ekonomi Universitas 17 Agustus 1945 Surabaya pengguna Tokopedia di Surabaya. Dalam penelitian ini teknik analisis data yang digunakan adalah dengan metode data kuantitatif dengan uji regresi linier berganda. Berdasarkan hasil pengujian dengan menggunakan analisis SPSS, maka dapat diambil kesimpulan: Variabel E Marketing memberikan kontribusi terhadap E Loyality, Variabel E Trust memberikan kontribusi terhadap E Loyality, E Wom memberikan kontribusi terhadap E Loyalty.

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