Pengaruh Kepuasan Pelanggan, Kepercayaan, dan Promosi terhadap Loyalitas konsumen di Shopee: Sebuah Analisis Perilaku Konsumen

Authors

  • Marsel M. Agapa Universitas Singaperbangsa Karawang, Indonesia
  • Ajat Sudrajat Universitas Singaperbangsa Karawang, Indonesia

Keywords:

Loyalitas, Kepuasan, Kepercayaan, Promosi dan E-commerce

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kepuasan pelanggan, kepercayaan dan promosi terhadap loyalitas konsumen pada e-commerce Shopee. Metode penelitian menggunakan metode kuantitatif dengan menggunakan probabilitas sampling dan data dikumpulkan dari 100 responden  pengguna Shopee. Data dianalisis menggunakan metode Partial Least Square (PLS). Loyalitas pelanggan dipengaruhi secara positif oleh pengaruh kepuasan pelanggan, kepercayaan dan promosi sesuai temuan penelitian. Hal ini mengindikasikan bahwa untuk meningkatkan loyalitas, Shopee perlu meningkatkan kepuasan, membangun kepercayaan, dan melakukan promosi yang efektif. Kesimpulannya, faktor-faktor tersebut memegang peranan penting dalam mempertahankan loyalitas pelanggan di e-commerce Shopee.

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Published

21-06-2024

How to Cite

Agapa, M. M., & Sudrajat, A. (2024). Pengaruh Kepuasan Pelanggan, Kepercayaan, dan Promosi terhadap Loyalitas konsumen di Shopee: Sebuah Analisis Perilaku Konsumen. Jurnal Pendidikan Tambusai, 8(2), 24726–24731. Retrieved from http://jptam.org/index.php/jptam/article/view/15974

Issue

Vol. 8 No. 2 (2024)

Section

Articles of Research

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Copyright (c) 2024 Marsel M. Agapa

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