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24 November 2023
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26 January 2024
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26 January 2024
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Abstract

Pada era saat ini, perkembangan industri jual beli melalui internet telah menjadi industri yang besar dengan berbagai macam situs web jual beli yang ada didalamnya. Tokopedia pada saat ini dapat dikatakan merupakan salah satu situs web jual beli yang banyak dipakai oleh masyarakat Indonesia. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh kualitas layanan dan kepuasan pelanggan platfrom Tokopedia terhadap niat beli dan pembelian sebenarnya. Model penelitian yang diusulkan dan serangkaian hipotesis dikembangkan dan diuji berdasarkan data yang dikumpulkan dari 200 pengguna Tokopedia di Indonesia. Hasil yang didapatkan pada penelitian ini menunjukkan bahwa dari tigabelas hipotesis yang ada terdapat sebelas hipotesis yang diterima dan hanya dua hipotesis yang ditolak. Hasil penelitian yang ditemukan ini dapat digunakan oleh Tokopedia untuk dijadikan bahan referensi dalam mengembangkan bisnis dengan mempertimbangkan pengaruh kualitas layanan dan kepuasan pelanggan terhadap niat beli dan pembelian sebenarnya.

Keywords

kualitas layanan kepuasan pelanggan niat beli pembelian sebenarnya

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Copyright (c) 2023 Muhammad Rifqi Ashfa, Asmai Ishak

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Ashfa, M. R., & Ishak, A. (2024). Pengaruh Kualitas Layanan dan Kepuasan Pelanggan terhadap Niat Beli dan Pembelian Sebenarnya Tokopedia. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(5), 108–132. Retrieved from https://journal.uii.ac.id/selma/article/view/31518
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