RAVIQATUL HUSNA Primary Author mixed material bibliography Banda Aceh Fakultas Ekonomi dan Bisnis Manajemen 2024

Skripsi

ABSTRACT This research aims to measure the influence of Hedonic Shopping Value and Utilitarian Value on E-Loyalty mediated by E-Satisfaction on Lazada e-commerce users. The sample used in this research was Lazada e-commerce users in Indonesia, totaling 200 respondents. The data collection equipment used in this research was a questionnaire. The sampling technique used was Purposive Sampling. Data analysis with AMOS uses Structural Equation Modeling as an analysis method to determine the influence between the variables involved. Based on the results of the analysis, it was identified that Hedonic Shopping Value and Utilitarian Value had a significant effect on E-Loyalty. Then Hedonic Shopping Value and Utilitarian Value have a significant effect on E-Satisfaction. However, E-Satisfaction has no significant effect on E-Loyalty. Then it was also found that the role of E-Satisfaction in mediating the influence of Hedonic Shopping Value and Utilitarian Value on ELoyalty was partial mediation. Keywords: Hedonic Shopping Value, Utilitarian Value, E-Satisfaction, and ELoyalty. 0 ELECTRONIC THESES AND DISSERTATION Universitas Syiah Kuala 127717 2024-08-09 11:22:57 2024-08-09 11:31:46 machine generated