Pengaruh Kepercayaan Konsumen Dan Pengalaman Pelanggan (Customer Experience) Terhadap Loyalitas Pelanggan Pada Aplikasi Shopee

Authors

  • Lia Nirawati Universitas Pembangunan Nasional “ Veteran “ Jawa Timur, Indonesia
  • Adistya Dwi Pratiwi
  • Adelia Mutiahana
  • Elida Ahya Afida

DOI:

https://doi.org/10.46799/jst.v1i9.157

Keywords:

Kepercayaan Konsumen; Customer experience; Dan Loyalitas Pelanggan

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh
kepercayaan konsumen dan pengalaman pelanggan (customer
experience) terhadap loyalitas pelanggan pada aplikasi shopee.
Penelitian ini menggunakan variabel bebas (X) yaitu
kepercayaan konsumen (X1) dan pengalaman pelanggan
(customer experience) (X2) serta variabel terikat (Y) yaitu
loyalitas pelanggan. Populasi adalah seluruh pengguna aplikasi
shopee minimal 2 tahun baik laki – laki maupun perempuan.
Teknik pengambilan sampel menggunakan purpossive
sampling dengan jumlah sampel sebanyak 100 responden.
Metode analisis data yang digunakan adalah analisis regresi
linier berganda. Hasil yang didapat dari penelitian ini
menunjukkan secara simultan variabel kepercayaan konsumen
dan pengalaman pelanggan (customer exerience) berpengaruh
terhadap variabel loyalitas pelanggan. Kemudian secara parsial
hanya variabel pengalaman pelanggan (customer exerience)
yang berpengaruh terhadap loyalitas pelanggan. Sedangkan
variabel kepercayaan konsumen tidak berpengaruh terhadap
loyalitas pelanggan.

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Published

2020-11-23

Issue

Vol. 1 No. 09 (2020): Jurnal Syntax Transformation

Section

Articles

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