MENGAPA PEREMPUAN DI KOTA SEMARANG MEMILIKI LOYALITAS SEBAGAI PELANGGAN E-COMMERCE SHOPEE?
Keywords:
price perception, convenience, customer satisfaction, customer loyaltyAbstract
This study aims to analyze the factors influencing the loyalty of women in Semarang City as customers of Shopee e-commerce. The research focuses on three key variables: price perception, convenience, and customer satisfaction, and their influence on customer loyalty toward Shopee. The rapid development of e-commerce has positioned Shopee as one of the largest platforms in Indonesia; however, intense competition demands that Shopee continuously maintain user loyalty.This study adopts a quantitative approach, involving 150 Shopee users as respondents. Data were collected through questionnaires and tested using validity, reliability, and normality tests, then analyzed using multiple linear regression. The results indicate that price perception, convenience, and customer satisfaction all influence customer loyalty, although not all variables show a statistically significant effect. The implications of this study are expected to provide
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