PENGARUH BRAND TRUST TERHADAP CUSTOMER LOYALTY DIMEDIASI OLEH CUSTOMER SATISFACTION PADA PENGGUNA SHOPEE DI SURABAYA

Fenicia Agatha(1*),


(1) 
(*) Corresponding Author

Abstract


Saat ini masyarakat sudah menyukai gaya hidup kepraktisan, dengan perubahan gaya hidup ini membuka peluang bagi bisnis-bisnis baru seperti E-Commerce. Shopee merupakan salah satu E-Commerce yang sedang banyak digunakan oleh masyakat. Dalam melakukan perbelanjaan secara online kepercayaan, kepuasan pelanggan dan juga pelanggan yang setia merupakan salah satu faktor yang penting dari sisi pengguna dan pengelola. Penulis ingin mengetahui hubungan dari kepercayaan terhadap kesetiaan yang dimediasi oleh kepuasan. Teknik analisa yang digunakan dalam penelitian ini adalah kuantitatif kausal dengan cara menyebarkan kuesioner kepada masyarakat Surabaya yang menggunakan Shopee. Hasil ahkir dalam penelitian ini adalah Brand Trust berpengaruh positif terhadap Customer loyalty, kemudian Brand Trust berpengaruh terhadap customer satisfaction dan Customer Satisfaction mempengaruhi Customer loyalty


Nowadays people already like the practical lifestyle, with this lifestyle change opening up opportunities for new businesses such as E-Commerce. Shopee is an e-commerce that is being used by many people. In doing online shopping trust, customer satisfaction and also loyal customers is one important factor in terms of users and managers. The author wants to know the relationship of trust to loyalty that is mediated by satisfaction. The analysis technique used in this research is causal quantitative by distributing questionnaires to the people of Surabaya who use Shopee. The final result in this study is that Brand Trust has a positive effect on Customer loyalty, then Brand Trust influences Customer Satisfaction and Customer Satisfaction affects Customer loyalty


Keywords


Shopee; kepercayaan; kepuasan pelanggan; kesetiaan;trust;customer satisfaction;loyalty

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