Pengaruh Trust, Service Quality, dan Customer Satisfaction Dalam Membangun Customer Loyalty pada Pengguna Shopee di Jakarta
DOI:
https://doi.org/10.61722/jemba.v2i4.1229Keywords:
customer loyalty ; customer satisfaction ; service quality ; trustAbstract
This research was conducted to find out the effect of trust, service quality, and customer satisfaction in building customer loyalty Among Shopee Users in Jakarta. The research survey was conducted in Jakarta using an online questionnaire and involved users who often shop online at Shopee five times during the last three months. The sample was selected using simple random sampling technique with 219 respondents. The data analysis technique used Statistical Package for the Social Sciences (SPSS) 31 version to manage and analyze the research data. The results of this study indicate that all three hypotheses are accepted. The results of the hypothesis on the T test is THitung trust (2.758) > TTabel (1.971), the regression coefficient value for the trust variable is positive value of 0.140, it can be concluded that there is a positive and significant effect between trust and customer loyalty. Furthermore, THitung service quality (3.592) > TTabel (1.971), the regression coefficient value for the trust variable is positive value of 0.202, it can be concluded that there is a positive and significant effect between service quality and customer loyalty. Then, THitung customer satisfaction (3.815) > TTabel (1.971), the regression coefficient value for the trust variable is positive value of 0.352, it can be concluded that there is a positive and significant effect between customer satisfaction and customer loyalty.
Penelitian ini dilakukan untuk mengetahui pengaruh trust, service quality, dan customer satisfaction dalam membangun customer loyalty pada pengguna Shopee di Jakarta. Survei penelitian dilakukan di Jakarta dengan menggunakan kuesioner daring dan melibatkan para pengguna Shopee yang sering berbelanja online sebanyak lima kali dalam tiga bulan terakhir. Sampel yang dipilih menggunakan teknik sampling acak sederhana dengan 219 responden. Teknik analisis data menggunakan Statistical Package for the Social Sciences (SPSS) versi 31 untuk mengelola dan menganalisis data hasil penelitian. Hasil dari penelitian ini menunjukkan bahwa ketiga hipotesis diterima. Hasil hipotesis pada uji T menghasilkan THitung trust (2.758) > TTabel (1.971), nilai koefisien regresi untuk variabel trust bernilai positif yaitu sebesar 0.140, maka kesimpulan yang dapat diambil adalah terdapat pengaruh positif dan signifikan antara trust terhadap customer loyalty. Selanjutnya, THitung service quality (3.592) > TTabel (1.971), nilai koefisien regresi untuk variabel service quality bernilai positif yaitu sebesar 0.202, nilai koefisien regresi untuk variabel customer satisfaction bernilai positif yaitu sebesar 0.352 maka kesimpulan yang dapat diambil adalah terdapat pengaruh yang positif dan signifikan antara service quality terhadap customer loyalty. Kemudian, THitung customer satisfaction (3.815) > TTabel (1.971), maka kesimpulan yang dapat diambil adalah terdapat pengaruh yang positif dan signifikan antara customer satisfaction terhadap customer loyalty.
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