Pengaruh Kualitas Website Dan Kualitas Service Terhadap Loyalitas Melalui Kepuasan Pengguna Shopee

Abstract

This research was conducted with the aim of knowing and analyzing what could affect the loyalty of Shopee e-commerce users. With several variables contained in this study, namely, website quality, service quality, user satisfaction and loyalty. In this study, there is a population namely Shopee e-commerce users and customers. And sampled a number of 100 respondents who use and subscribe to Shopee e-commerce. In taking a sample in this study using a probability model sampling technique or random sampling. This technique is a sample return technique where each member of the population has an equal chance of being selected as a semple member. After processing the data with SPSS 20, this research shows that website quality and service quality have a positive effect on user satisfaction, and user satisfaction has a positive effect on loyalty. The results of these calculations show that the sig value is positive, therefore all variables are accepted because they have a positive influence. Keywords : website quality, service quality, user satisfaction, loyalty