PENGARUH SATISFACTION, TRUST DAN EASE OF USE OF THE APPLICATION TERHADAP LOYALITAS KONSUMEN ONLINE SHOP SHOPEE

(Studi Kasus Pada Konsumen Shopee di Kabupaten Kebumen)

Abstract

Along with the times, new types of online marketplace continue to emerge that will continue to compete in the trading world. So in overcoming this, there are several factors that can influence the development of an online marketplace including satisfaction, trust and ease of use.

The research was conducted with the object of research form the people of Kebumen Regency who are consumers or have shopped at the Shopee marketplace. The type of research used id field research using quantitative methods. Sources of data obtained are secondary data and primary data. Data collection techniques using questionnaires and documentation. Data analysis used validity test, reability test and classical assumption test, and the analysis used multiple liniear regression analysis. The aim is to determine the effect of satisfaction, trust and ease of use on suctomer loyalty in the Shopee online store by the people of Kebumen Regency.

The resukt showed that satisfaction, trust and ease of use simultaneously effect customer loyalty. This is evidenced by the result of the F test where the value of Fcount > Ftable is (27,926 > 2,16). The most dominant influence on customer loyalty is satisfaction. This is evidenced by the results of the t-test value where the value of tcount > ttable is 3,562 > 1,66515.