Customer Loyalty in Online Shopping

Abstract

This study aims to analyze the effect of online trust and online satisfaction on customer loyalty in online shopping.The population and the sample of the research were the people who have done online shopping.The type of data used in this study was primary data.Methods of data collection were conducted using a questionnaire and purposive sampling method was employed.Sample size in this study is 126 respondents.This study also applied multiple linear regression as data analysis.The results of the analysis in this study indicate that online trust has a significant effect on customer loyalty and online satisfaction has a significant effect on customer loyalty.