PENGARUH PROMOSI, HARGA, DAN KEPUASAN TERHADAP LOYALITAS PELANGGAN E-COMMERCE SHOPEE

Abstract

Abstrak (Abstract) Customer loyalty has a very important role. Data shows that Shopee occupies the first position in e-commerce which is most often used by Indonesian people to shop online. Tujuan (Purpose): This research aims to determine the level of loyalty in the use of shopee as an online shopping platform among students of the 2020-2023 cohorts in the Business Management at Pradita University. This aspects in this study include promotion, pricing, and satisfaction. Metodologi penelitian (Research methodology): The approach taken in this research is a quantitative approach to studying data collection using research tools. This research using a survey method and questionnaire techniques for collecting data, the data is processed using SPSS version 26. Hasil (Results): The results show promotion does not influence customer loyalty, while price and satisfaction influence customer loyalty. Promotion, price, and satisfaction simultaneously influence customer loyalty. Limitasi (Limitations): The limitation in this research is that because distributing questionnaires via gform is not completely helpful, sometimes there are still some respondents who do not fill out the questionnaire as honestly as possible. Distributing questionnaires via form and offline will predominately not be filled in by potential respondents. The satisfaction variable in this researcher is affected by symptoms of heteroscedasticity. Kontribusi (Contribution): The author advises that Shopee can increase customer loyalty by maintaining prices and satisfaction so that it can increase Shopee customer loyalty. Kata kunci (Keywords): Customer Loyalty, Promotion, Pricing, Satisfaction.