Pengaruh Diskon Terhadap Loyalitas Konsumen Online Food Delivery

Ayustina, Nurma Dian (2022) Pengaruh Diskon Terhadap Loyalitas Konsumen Online Food Delivery. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

	Text PENDAHULUAN.pdf Download (974kB)
	Text BAB I.pdf Download (271kB)
	Text BAB II.pdf Restricted to Repository staff only Download (296kB) | Request a copy
	Text BAB III.pdf Restricted to Repository staff only Download (503kB) | Request a copy
	Text BAB IV.pdf Restricted to Repository staff only Download (871kB) | Request a copy
	Text BAB V.pdf Download (159kB)
	Text DAFTAR PUSTAKA.pdf Download (235kB)

Abstract

Many companies use social media to market their products and services, where this facility is done to minimize the marketing budget and is also considered more effective for interacting directly with consumers. One company that uses social media to do marketing is ShopeeFood.The purpose of this study was to determine the extent of the effect of discounts on online food delivery loyalty. Data collection techniques using a questionnaire. The data analysis technique used simple linear regression. The results of this study indicate that discounts affect 57.6% of online food delivery consumer loyalty, the remaining 42.4% of online food delivery consumer loyalty variables are influenced by other factors (besides price discounts). Discounts have a positive and significant effect on online food delivery consumer loyalty with a coefficient value of 0.456. Suggestions from further researchers, it is better to study more about marketing communication theory and consumer loyalty. In addition, it is better to use other variables that have not been studied in this study because there are other factors that can affect consumer loyalty such as factors of service quality, customer satisfaction, and handling consumer complaints. Keywords: Discount, Consumer Loyalty, Marketing Communication, Online Food Delivery.

Actions (login required)

View Item