An Analysis of the Effect of Utilitarian Values on Shopee E-Commerce Satisfaction and Loyalty with SEM-PLS
This research examines Shopee consumers who have shopped at least once and are students in the Department of Accounting, Faculty of Economics, Pamulang University. The method used was the Structural Equation Modeling-Partial Least Square (SEM-PLS). The purpose of this research was to examine the dir...
| Үндсэн зохиолч: | |
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| Формат: | Өгүүллэг |
| Хэл сонгох: | Indonesian |
| Хэвлэсэн: |
Universitas Islam Negeri Raden Intan Lampung
2020-05-01
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| Цуврал: | Desimal |
| Нөхцлүүд: | |
| Онлайн хандалт: | http://ejournal.radenintan.ac.id/index.php/desimal/article/view/5939 |
| Тойм: | This research examines Shopee consumers who have shopped at least once and are students in the Department of Accounting, Faculty of Economics, Pamulang University. The method used was the Structural Equation Modeling-Partial Least Square (SEM-PLS). The purpose of this research was to examine the direct effect of utilitarian values on satisfaction, examine the direct effect of satisfaction on loyalty, and examine the indirect effect of utilitarian values on loyalty. Based on the results of the research, it can be concluded that there was a significant influence on satisfaction and loyalty, utilitarian values, and satisfaction, as well as utilitarian values and loyalty. There was a significant influence of Utilitarian values and loyalty with satisfaction as an intervening variable. |
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| ISSN: | 2613-9073 2613-9081 |