Electronic Theses and Dissertation

ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh Manajemen Pengetahuan Pelanggan dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan yang dimediasi oleh Kepercayaan Pelanggan pada generasi Z pengguna e-commerce Shopee di Kota Banda Aceh. Populasi dalam penelitian ini adalah generasi Z yang telah melakukan pembelian lebih dari dua kali pada platform Shopee di Kota Banda Aceh. Sampel yang digunakan sebanyak 150 responden. Analisis data dilakukan dengan menggunakan software SmartPLS 4 dan metode Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa Manajemen Pengetahuan Pelanggan dan Kepuasan Pelanggan berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan. Selain itu, kedua variabel tersebut juga berpengaruh positif terhadap Kepercayaan Pelanggan, yang kemudian secara signifikan memediasi hubungan antara Manajemen Pengetahuan Pelanggan dan Kepuasan Pelanggan dengan Loyalitas Pelanggan. Berdasarkan hasil tersebut, disarankan agar Shopee meningkatkan strategi manajemen pengetahuan pelanggan, memprioritaskan kepuasan pelanggan, memperkuat kepercayaan melalui transparansi dan keamanan, serta mengintegrasikan semua aspek tersebut dalam sistem Customer Relationship Management guna membangun loyalitas pelanggan yang lebih kuat di kalangan generasi Z.

Kata kunci: Manajemen Pengetahuan Pelanggan, Kepuasan Pelanggan, Kepercayaan Pelanggan, Loyalitas Pelanggan, Generasi Z, E-commerce Shopee

ABSTRACT This study aims to examine the influence of Customer Knowledge Management and Customer Satisfaction on Customer Loyalty mediated by Customer Trust among Generation Z users of Shopee e-commerce in Banda Aceh City. The population of this study consists of Generation Z individuals who have made more than two purchases on Shopee in Banda Aceh. A total of 150 respondents were selected as the sample. Data analysis was conducted using SmartPLS 4 software employing the Partial Least Square (PLS) method. The results indicate that Customer Knowledge Management and Customer Satisfaction both have significant positive effects on Customer Loyalty. Additionally, these two variables also positively influence Customer Trust, which significantly mediates the relationship between Customer Knowledge Management and Customer Satisfaction with Customer Loyalty. Based on these findings, it is recommended that Shopee improve its customer knowledge management strategies, prioritize customer satisfaction, strengthen trust through transparency and security, and integrate all these aspects into a Customer Relationship Management system to build stronger customer loyalty among Generation Z. Keywords: Customer Knowledge Management, Customer Satisfaction, Customer Trust, Customer Loyalty, Generation Z, Shopee E-commerce