Pengaruh Kualitas Website, Harga Dan Kualitas Produk Terhadap Loyalitas Pelanggan Shopee Dengan Kepercayaan Sebagai Variabel Intervening (Studi Kasus Pada Masyarakat Bumiayu Kota Malang)

Abstract

Abstract

This study aims to analyze the direct effect and indirect effect of the five variables, namely Website quality, price, product quality, Trust, and Shopee Customer Loyalty. The population of this research is all Bumiayu village community who use Shopee. The sample was taken by using purposive sampling method so that 100 respondents who fulfill the condition as sample. This research was conducted by distributing questionnaires and Hayess method. The result of this research show that website quality, price and product quality variables have a direct effect on trust, website quality, price and product quality variables have a direct effect on customer loyalty, trust has a direct effect on customer loyalty and website quality variables, price and product quality have an indirect effect on customer loyalty through trust as an intervening variable.

 

Keywords: website quality, price, product quality, trust, customer loyalty.