Determinants of Customer Loyalty (Shopee E-Commerce Case Study)

Abstract

Basically, e-commerce has a concept that is similar to traditional markets in offline trade. If traditional markets are physical markets that require sellers and buyers to meet face to face, then e-commerce is a market where all transactions are carried out online without sellers and buyers having to meet. This causes many business people to do their marketing via the internet and generate sales, hence the emergence of online stores (electronic commerce). Shopee is one of the most used and visited e-commerce sites in Indonesia. In the first quarter of 2023, Shopee e-commerce was ranked first among the first visitors compared to other e-commerce. In this regard, researchers are interested in conducting research with the title determinants of customer loyalty (Case Study of Shopee e-commerce). The type of research used is research with a conclusive design, namely a type of inferential research which aims to test a certain hypothesis, either through in-depth research into a problem (descriptive) or looking for relationships between variables (correlative) between the independent variable and the dependent variable. The research results show that brand image has a positive and insignificant effect on customer satisfaction. Product quality has a positive and significant effect on customer satisfaction. Product quality has a positive and significant effect on customer loyalty. Customer satisfaction has a positive and insignificant effect on customer loyalty. Product quality has a positive and insignificant indirect effect on customer loyalty through customer satisfaction Keywords: product quality, customer satisfaction and customer loyalty