Pengaruh Diskon Dan Online Customer Review Terhadap Loyalitas Melalui Kepuasan Konsumen (Studi pada Pengguna ShopeeFood di Kelurahan Purwantoro Kota Malang)

Abstract

Abstract

This study aims to examine the effect of discounts and online customer reviews on consumer loyalty through consumer satisfaction among ShopeeFood users in Purwantoro Village, Malang City. This research employed a quantitative approach using a survey method. The population consisted of ShopeeFood users in Purwantoro Village who had placed orders at least three times. The sample was determined using a purposive sampling technique, resulting in 85 respondents. Data were collected through questionnaires and analyzed using Structural Equation Modeling – Partial Least Squares (SEM-PLS). The results of the study indicate that discounts and online customer reviews have a positive and significant effect on consumer satisfaction. Discounts and online customer reviews also have a positive and significant effect on consumer loyalty. Consumer satisfaction has a positive and significant effect on consumer loyalty. Furthermore, consumer satisfaction significantly mediates the relationship between discounts and consumer loyalty, as well as between online customer reviews and consumer loyalty. In conclusion, discounts and online customer reviews are important determinants of ShopeeFood consumer loyalty, both directly and indirectly through consumer satisfaction as a mediating variable. Therefore, ShopeeFood should continue to optimize attractive and relevant discount programs while enhancing the quality and credibility of customer reviews to increase consumer satisfaction and foster long-term consumer loyalty.

Keywords : Discount, Online Customer Review, Customer Satisfaction, Customer Loyalty, ShopeeFood.