MEMBANGUN KEPUASAN UNTUK MENINGKATKAN LOYALITAS PADA FACEBOOK MARKETPLACE (Studi Kasus Konsumen Facebook Marketplace di Universitas Sarjanawiyata Tamansiswa Kampus 2 Jl.Kusumanegara 157 Yogyakarta )

  • Eko Bagus Widakdhono Universitas Sarjanawiyata Tamansiswa
  • Ida Bagus Nyoman Udayana Universitas Sarjanawiyata Tamansiswa
  • Ambar Lukitaningsih Universitas Sarjanawiyata Tamansiswa

Abstract

ABSTRAK


This study aims to test the Hedonic Shopping Value and Ultitarian Shopping Value Against E-loyalty through E-satisfaction. This research was conducted on 80 respondents at Sarjanawiyata Tamansiwa Yogyakarta University Students with respondents using or buying Facebook Marketplace products. The results of this study indicate: 1) Hedonic Shoppping Value has a significant positive effect on E-satisfaction, 2) Ultitarian Shoppping Value has a significant positive effect on E-satisfaction, 3) E-satisfaction has a significant positive effect on E-loyalty, 4) Hedonic Shopping Value has no effect significant positive on E-loyaty, 5) Ultitarian Shopping Value has no significant positive effect on E-loyalty.


 

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Author Biographies

Ida Bagus Nyoman Udayana, Universitas Sarjanawiyata Tamansiswa

Dr.IBN Udayana, M.Si

Dosen Ekonomi Universitas Sarjanawiyata Tamansiswa

Jenjang S1: Universitas Atma Jaya Yogyakarta, Ekonomi/Manajemen 1988

Jenjang S2: Universitas Gadjah Mada,Manajemen 2000

Jenjang S3: Universitas Diponegoro, Ekonomi Manajemen(Pemasaran)

 

Ambar Lukitaningsih, Universitas Sarjanawiyata Tamansiswa

Dr Ambar Lukitaningsih,MM

Dosen Ekonomi Universitas Sarjanawiyata Tamansiwa

Jenjang S1: Sekolah Tinggi Ilmu Ekonomi Jaya Negara Malang 1992

Jenjang S2: Universitas Islam Indonesia, Magister manajemen/Konsentrasi Manajemen Pemasaran 1997

Jenjang S3: Universitas Islam Indonesia, Pascasarjana/Konsentrasi Manajemen Pemasaran 2015

Published
2021-09-19
How to Cite
WIDAKDHONO, Eko Bagus; UDAYANA, Ida Bagus Nyoman; LUKITANINGSIH, Ambar. MEMBANGUN KEPUASAN UNTUK MENINGKATKAN LOYALITAS PADA FACEBOOK MARKETPLACE (Studi Kasus Konsumen Facebook Marketplace di Universitas Sarjanawiyata Tamansiswa Kampus 2 Jl.Kusumanegara 157 Yogyakarta ). JURNAL EKOBIS DEWANTARA, [S.l.], v. 4, n. 3, p. 162-168, sep. 2021. ISSN 2656-4149. Available at: <https://jurnalfe.ustjogja.ac.id/index.php/ekobis/article/view/1780>. Date accessed: 18 may 2022. doi: https://doi.org/10.26460/ed_en.v4i3.1780.