KELOMPOK ACUAN, BUDAYA, SIKAP & LOYALITAS PELANGGAN E-COMMERCE LAZADA

Authors

  • Ida Farida Oesman Fakultas Ekonomi, Indonesia

Abstract

Dunia bisnis yang semakin mengarah ke media elektronik, menyebabkan penggunaan toko online sebagai media transaksi pembelian barang maupun jasa menjadi semakin meningkat pesat. Jumlah pemilik toko online juga meningkat tajam sehingga persaingan tidak bisa dihindarkan. Ada banyak faktor yang mempengaruhi pembelian produk onlineshop seperti budaya, kelompok acuan, sikap dan selanjutnya akan menghasilkan loyalitas (loyalty) pelanggan online. Hasil penelitian ini secara deskriptif menunjukkan tanggapan responden terhadap kelompok acuan, budaya, dan sikap secara keseluruhan berada pada kategori baik. Sedangkan secara uji statistik, baik secara parsial maupun simultan kelompok acuan, budaya, dan sikap berpengaruh terhadap loyalitas pelanggan e-commerce Lazada.

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Published

2020-04-20

How to Cite

Oesman, I. F. (2020). KELOMPOK ACUAN, BUDAYA, SIKAP & LOYALITAS PELANGGAN E-COMMERCE LAZADA. EKUBIS: Jurnal Ekonomi, Keuangan, & Bisnis, 2(1), 152–161. Retrieved from https://ojs.uninus.ac.id/EKUBIS/article/view/778

Issue

Vol. 2 No. 1 (2017): Ekubis: Jurnal Ekonomi, Keuangan, & Bisnis (Maret)

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Articles

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