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Pengaruh harga, kemudahan penggunaan, dan online customer review terhadap loyalitas pelanggan online shop lazada

ABSTRACT

This research aims to determine the influence of price, ease of use, and
online customer reviews on Lazada Online Shop customer loyalty. This research
used a purposive sampling technique through a questionnaire as a data collection
tool with respondents totaling 112 customers who had made purchases at the
Lazada Online Shop, with an age range of 17 – 35 years. In this research, price
(X1), ease of use (X2), and online customer reviews (X3) are independent variables
with customer loyalty (Y) as the dependent variable. This research uses quantitative
methods and uses multiple linear regression analysis with the help of the SPSS 23
application.
The research results show that: (1) Price has a significant effect on Lazada
Online Shop customer loyalty. (2) Ease of use has a significant effect on Lazada
Online Shop customer loyalty. (3) Online customer reviews have no effect on
Lazada Online Shop customer loyalty.
Based on the research results above, it shows that price and ease of use
have a very important influence on customer loyalty, therefore efforts need to be
made to maintain it. Meanwhile, online customer reviews have no influence on
customer loyalty. This is not in accordance with previous research which stated
that online customer reviews have an effect on customer loyalty. So, to increase
customer loyalty, you can consider and pay attention to several factors that support
price variables and ease of use.
Keywords: Price, Ease of Use, Online Customer Reviews, Customer Loyalty

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 KHA p 24
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 78 Halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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