NARADIPA, CITRAGOSA (2014) Pengaruh Perceived Ease Of Use, Perceived Enjoyment, Perceived Cohesion, Social Norm Dan Customer Preference Terhadap Customer Loyalty Komunitas Game Online First Person Shooter Di Surabaya. [Undergraduate thesis]
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Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh perceived ease of use, perceived enjoyment, perceived cohesion, social norm dan customer preference terhadap customer loyalty komunitas game online First Person Shooter (FPS) di Surabaya. Penelitian ini dilakukan pada semua game First Person Shooter (FPS) di Surabaya. Pengolahan data dilakukan dengan menggunakan Structural Equation Modeling (SEM) dengan software Lisrel 8.70. Teknik pengambilan sampel yang digunakan adalah non probability sampling dengan jenis convenience sampling. Data diperoleh secara langsung dari responden yang memenuhi karakteristik populasi yang ditentukan dengan menyebarkan kuesioner. Jumlah sampel yang digunakan dalam penelitian ini adalah 160 responden. Hasil penelitian ini menunjukkan adanya pengaruh customer preference terhadap customer loyalty, perceived ease of use terhadap perceived enjoyment, perceived enjoyment terhadap customer preference, perceived cohesion terhadap customer preference, perceived cohesion terhadap customer loyalty dan social norm terhadap customer loyalty komunitas game online First Person Shooter (FPS) di Surabaya. Sedangkan, pengaruh perceived ease of use terhadap customer preference dan perceived enjoyment terhadap customer loyalty komunitas game online First Person Shooter (FPS) di Surabaya tidak terbukti.
| Item Type: | Undergraduate thesis |
|---|---|
| Uncontrolled Keywords: | Perceived Ease Of Use, Perceived Enjoyment, Customer Preference, Customer Loyalty. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Business and Economic > Department of Management |
| Depositing User: | Moch. Ali Syamsudin 197011 |
| Date Deposited: | 15 Apr 2014 06:53 |
| Last Modified: | 15 Apr 2014 06:53 |
| URI: | http://repository.ubaya.ac.id/id/eprint/10872 |
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