PENGARUH KUALITAS PRODUK, HARGA DAN RATING SELLER TERHADAP LOYALITAS PELANGGAN SHOPEE (Studi pada Mahasiswa Fakultas Ekonomi Dan Bisnis Unived)

Abstrak

The purpose of this study was to determine the effect of product quality, price and seller rating on shopee customer loyalty, a study on students of the faculty of economics and business at Unived. The sample in this study were 75 customers who used the shopee application. Data collection using questionnaires and the analysis method used is validity test, reliability test, and hypothesis testing.

        The results showed that the multiple linear regression value Y = 4.433 + 0.211X1 + 0.402X2 + 0.168X3 with a positive regression direction, product quality has a significant effect on customer loyalty, because the significant value is 0.000 less than 0.05. This means that product quality will increase customer loyalty to shopee application users. Price has a significant effect of 0.005 smaller than 0.05. This means that price can increase loyalty to shopee customers. Rating sellers has a significant effect on shopee customer loyalty, because the significant value is 0.004 smaller than 0.005, meaning that seller ratings will increase shopee customer loyalty studies on unived economics and business faculty students. Product quality, price and seller rating on customer loyalty together. The coefficient of determination R square is 0.542. This means that product quality, price and seller rating affect shopee customer loyalty and the value of F count> t table at the 5% significance level, namely 27,954> 1,646.