PENGARUH KEPERCAYAAN DAN PENGALAMAN BELANJA TERHADAP LOYALITAS PELANGGAN LAZADA DI KECAMATAN PASEH KABUPATEN BANDUNG

Neng Karmila; Yusni Nuryani

doi:10.61722/jemba.v3i1.2114

Authors

Neng Karmila Universitas Wanita Internasional
Yusni Nuryani Universitas Wanita Internasional

DOI:

https://doi.org/10.61722/jemba.v3i1.2114

Keywords:

trust; shopping experience; customer loyalty; e-commerce; Lazada

Abstract

The rapid growth of e-commerce in Indonesia has intensified competition among digital platforms, including Lazada. In this competitive environment, customer loyalty has become a crucial factor for business sustainability, especially in semi-urban areas such as Paseh District, Bandung Regency. This study aims to analyze the effect of trust and shopping experience on Lazada customer loyalty in Paseh District, Bandung Regency. The research employs a descriptive and verificative method with a quantitative approach. Data were collected through questionnaires distributed to 100 Lazada users who met the research criteria, using purposive sampling techniques. Data analysis was conducted using multiple linear regression with the assistance of SPSS software. The results indicate that trust has a positive and significant effect on customer loyalty, and shopping experience also has a positive and significant effect on customer loyalty. Simultaneously, trust and shopping experience significantly influence Lazada customer loyalty in Paseh District. These findings suggest that improving transaction security, seller honesty, ease of application use, and customer service quality can enhance customer loyalty. This study is expected to contribute to the development of marketing strategies and service improvements for Lazada, particularly in strengthening customer loyalty in semi-urban areas.

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