PENGARUH KUALITAS PELAYANAN KEPUASAN PELANGGAN DAN KEPERCAYAAN MEREK TERHADAP LOYALITAS PELANGGAN PADA PENGGUNA APLIKASI BELANJA ONLINE TOKOPEDIA (STUDI KASUS PADA MAHASISWA FEB UNIVERSITAS 17 AGUSTUS 1945 SAMARINDA)

Asni1 LCA Robin Jonathan 2 Camelia Verahastuti3

Abstract


The phenomenon that occurs shows that e-commerce has become a necessity for society which can make buying and selling transactions easier. The development of technology and information has also made potential buyers more educated in determining which market place to use.

The purpose of this research is to determine and analyze the influence of Service Quality, Customer Satisfaction, Brand Trust on Customer Loyalty of the Tokopedia Online Shopping Application. The theory used in this research is Quality of Service, Customer Satisfaction, Brand Trust, Customer Loyalty.

This research was conducted on students from the Faculty of Economics and Business, University of 17 August 1945 Samarinda. The sample comprised 97 respondents, selected using the Nonprobability Sampling method with a purposive sampling technique. The analytical tool in this research uses multiple linear analysis with SPSS V25 tools.

The results of this research show that 1) Service Quality variables have a significant effect on customer loyalty. 2) The customer satisfaction variable has a significant effect on customer loyalty. 3) The brand trust variable has a significant effect on customer loyalty. 4) The variables of service quality, customer satisfaction and brand trust together have a significant effect on customer loyalty.

Keywords


Service Quality, Customer Satisfaction, Brand Trust, Customer Loyalty

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References


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DOI: https://doi.org/10.31293/jma.v14i2.9444

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