Universitas Syiah Kuala | ELECTRONIC THESES AND DISSERTATION

Electronic Theses and Dissertation

Universitas Syiah Kuala

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DWI MUSTIKA, PENGARUH SOCIAL MEDIA MARKETING DAN STORE ENVIRONMENT TERHADAP CUSTOMER RETENTION YANG DIMEDIASI OLEH PERCEIVED VALUE PADA KONSUMEN KOTTY KOSMETIK DI BANDA ACEH. Banda Aceh Fakultas Ekonomi dan Bisnis,2022

Penelitian ini bertujuan untuk mengukur pengaruh social media marketing dan store environment terhadap customer retention yang dimediasi oleh perceived value pada konsumen kotty kosmetik di banda aceh. sampel yang digunakan dalam penelitian ini adalah konsumen kotty kosmetik yang berjumlah 200 responden. alat pengumpulan data yang digunakan dalam penelitian ini adalah kuesioner. teknik pengambilan sampel yang digunakan adalah purposive sampling. structural equation modelling (sem) digunakan sebagai metode analisis untuk mengetahui pengaruh antar variabel-variabel yang terlibat. berdasarkan hasil analisis sem mengidentifikasikan bahwa social media marketing dan store environment berpengaruh positif terhadap customer retention, social media marketing dan store environment berpengaruh positif terhadap perceived value, perceived value memediasi secara penuh pengaruh social media marketing terhadap customer retention, dan pengaruh store environment terhadap customer retention. kata kunci: social media marketing, store environment, perceived value, customer retention, structural equation modelling.



Abstract

This study aims to measure the effect of Social Media Marketing and Store Environment on Customer Retention mediated by Perceived Value on Kotty Cosmetics consumers in Banda Aceh. The sample used in this study was Kotty Cosmetics consumers, totaling 200 respondents. Data collection equipment used in this study is a questionnaire. The sampling technique used is purposive sampling. Structural Equation Modeling (SEM) is used as an analytical method to determine the effect between the variables involved. Based on the results of SEM analysis it is identified that Social Media Marketing and Store Environment have a positive effect on Customer Retention, Social Media Marketing and Store Environment have a positive effect on Perceived Value, Perceived Value fully mediates the influence of Social Media Marketing on Customer Retention, and the influence of the Store Environment on Customer Retention. Keywords: Social Media Marketing, Store Environment, Perceived Value, Customer Retention, Structural Equation Modelling.



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