<![CDATA[Abstrak Penelitian ini bertujuan untuk mengidentifikasi pengaruh langsung dan tidak langsung Promosi Cashback dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan pada Layanan E-Commerce (Studi Kasus Pelanggan Tokopedia). Dengan menggunakan teknik analisis jalur dan program SPSS.25, sampel dalam penelitian ini adalah mahasiswa sebanyak 50 orang. Promo cashback berpengaruh positif dan signifikan secara statistik terhadap kepuasan pelanggan, promosi cashback berpengaruh positif dan signifikan secara statistik terhadap loyalitas pelanggan, dan kepuasan pelanggan berpengaruh positif dan signifikan secara statistik terhadap loyalitas pelanggan. Hubungan tidak langsung antara variabel mengungkapkan bahwa kampanye cashback memiliki dampak positif dan signifikan secara statistik terhadap loyalitas pelanggan melalui kepuasan pelanggan. Kata Kunci: Promosi Cashback; Kepuasan Pelanggan; Loyalitas Pelanggan AbstractThis study aims to identify the direct and indirect impact of Cashback Promotion and Customer Satisfaction on Customer Loyalty in E-Commerce Services (Case Study of Tokopedia Customers). Using the route analysis technique and the SPSS.25 program, 50 individuals were students as samples in this study. Cashback promotion had a positive and statistically significant impact on customer satisfaction, cashback promotion had a positive and statistically significant effect on customer loyalty, and customer satisfaction had a positive and statistically significant effect on customer loyalty. The indirect association between variables revealed that the cashback campaign had a positive and statistically significant impact on customer loyalty via customer satisfaction. Keywords: Cashback Promotion; Customer Satisfaction; Customer Loyalty.]]>
Copyrights © 2023
