Published: 2023-12-01

Pengaruh Kualitas Pelayanan, Komunikasi Pemasaran dan Kepercayaan Terhadap Loyalitas Pelanggan Pengguna Shopee

DOI: 10.35870/jemsi.v9i6.1700

Trisnawati Kusumawardhani, Fierda Sarpangga, Diah Fatma Sjoraida, Hamka, Sunardi
  • Trisnawati Kusumawardhani: Institut Bisnis Muhammadiyah Bekasi , Indonesia
  • Fierda Sarpangga: PT PLN (Persero) UP3 Ambon , Indonesia
  • Diah Fatma Sjoraida: Padjadjaran University , Indonesia . image/svg+xml
  • Hamka: Lambung Mangkurat University , Indonesia . image/svg+xml
  • Sunardi: STAI Panca Budi Perdagangan , Indonesia
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Abstract

Penelitian dilakukan dengan bertujuan untuk mengetahui pengaruh kualitas pelayanan, komunikasi pemasaran dan kepercayaan terhadap loyalitas pelanggan pengguna Shopee. Populasi penelitian adalah pelanggan pengguna Shopee. Jumlah sampel sebanyak 100 responden. Model yang digunakan dalam penelitian ini yakni analisis regresi linier berganda. Hasil penelitian secara parsial bahwa setiap variabel kualitas pelayanan, komunikasi pemasaran dan kepercayaan berpengaruh positif dan signifikan terhadap loyalitas pelanggan pengguna Shopee. Hasil pengujian penelitian memperoleh hasil nilai R Square sebesar 52,3% dan sisanya sebesar 47,7% dapat dijelaskan oleh variabel lain diluar penelitian ini misalnya citra merek, harga, dan promosi dan lain-lain. Hasil uji simultan penelitian diperoleh bahwa kualitas pelayanan, komunikasi pemasaran dan kepercayaan berpengaruh positif dan signifikan terhadap loyalitas pelanggan pengguna Shopee.

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Kusumawardhani, T., Fierda Sarpangga, Diah Fatma Sjoraida, Hamka, & Sunardi. (2023). Pengaruh Kualitas Pelayanan, Komunikasi Pemasaran dan Kepercayaan Terhadap Loyalitas Pelanggan Pengguna Shopee. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(6), 2598-2605. https://doi.org/10.35870/jemsi.v9i6.1700
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 9 No. 6 (2023)

  • Section: Articles

  • Published: %750 %e, %2023

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