Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis faktor-faktor determinan loyalitas belanja online produk kosmetik di market place Lazada, bagaimana pengaruh faktor Pengalaman Belanja dan Kepuasan Pelanggan terhadap peningkatan loyalitas pelanggan belanja online. Jumlah sampel yang diambil dalam penelitian ini adalah 200 orang. Teknik pengambilan sampel yang digunakan untuk pengumpulan data dilakukan dengan teknik convenience sampling. Dari temuan tersebut, dapat diketahui bahwa semua hipotesis yang terbukti dalam penelitian ini diterima. Peran mediasi kepuasan pelanggan terhadap pengaruh pengalaman pelanggan terhadap loyalitas pelanggan juga memiliki pengaruh yang signifikan. Dalam uji moderasi dari dua hipotesis yang diuji, hanya satu yang signifikan, yaitu peran moderasi Personality Traits terhadap pengaruh Customer Satisfaction terhadap Customer Loyalty. Sedangkan hipotesis peran pemoderasi Personality Traits terhadap pengaruh Customer Experience terhadap Loyalitas Pelanggan. Berbeda dengan penelitian-penelitian sebelumnya yang belum secara khusus membahas tentang perilaku generasi milenial dalam melakukan pembelian secara online pada kategori produk kosmetik, penelitian ini secara khusus melakukan penelitian dengan mengambil responden hanya dari kalangan generasi milenial saja.

Kata kunci: Shopping Experience, Customer Satisfaction, Customer Loyalty, Generasi Millenial, Online Shopping, Personality Traits.

This study aims to analyze the determinant factors of online shopping loyalty for cosmetic products in the Lazada market place, how the Shopping Experience and Customer Satisfaction factors will have an impact on increasing online shopping customer loyalty. The number of samples taken in this study were 200 people. The sampling technique used for data collection was done by convenience sampling technique. From these findings, it can be seen that all the hypotheses proven in this study are accepted. The mediating role of customer satisfaction on the effect of customer experience on Keywords: product quality, image congruity and contextual experience, customer perceived value, re-purchase intention, Packaged Coffee Customers, Coffee shop, supermarket, souvenir shop, Banda Aceh. Customer loyalty also has a significant influence. In the moderation test of the two hypotheses tested, only one is significant, namely the moderating role of Personality Traits on the influence of Customer Satisfaction on Customer Loyalty. While the hypothesis of the moderating role of Personality Traits on the influence of Customer Experience on Customer Loyalty. In contrast to previous studies that have not specifically discussed the behavior of the millennial generation in making online purchases in the cosmetic product category, this study specifically conducted research by taking respondents only from the millennial generation. Keywords: Shopping Experience, Customer Satisfaction, Customer Loyalty, Millennial Generation, Online Shopping and Personality Traits.