CD Skripsi

Pengaruh Gaya Hidup Dan Diskon Terhadap Kepuasan Pelanggan Melalui Keputusan Pembelian Pada Generasi Z Pengguna Shopeefood Di Kota Pekanbaru

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This study aims to analyze the influence of lifestyle and discounts on customer satisfaction through purchase decisions among Generation Z users of ShopeeFood in Pekanbaru. Generation Z represents an active group of consumers in e-commerce services, including ShopeeFood, with preferences influenced by lifestyle and discount benefits. This research adopts a quantitative method by collecting data through questionnaires distributed to 114 selected respondents. The data were analyzed using multiple linear regression and path analysis with the aid of SPSS 27 (Statistical Package for the Social Sciences).
The results indicate that both lifestyle and discounts have a positive and significant impact on purchase decisions. Additionally, purchase decisions positively and significantly affect customer satisfaction. Furthermore, purchase decisions successfully mediate the relationship between lifestyle and customer satisfaction, as well as the relationship between discounts and customer satisfaction.

Keywords: Lifestyle, Discounts, Purchase Decisions, Customer Satisfaction

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

20002112106

Penerbit

Pekanbaru : Universitas Riau - FEB - Manajemen., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

20002112106

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

Vina

Versi lain/terkait

Lampiran Berkas

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