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TENGKU SYARIFAH
ASAHAN UNIVERSITY, NORTH SUMATERA, INDONESIA
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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PENGARUH KECEPATAN LAYANAN, HARGA DAN LOKASI TERHADAP KEPUASAN PELANGGAN PADA BENGKEL KUCING MOTOR DI KISARAN Halawa, Medianus; Sari Siregar, Hamida; Syarifah, Tengku
JURNAL PIONIR Vol. 12 No. 1 (2026): Januari
Publisher : Universitas Asahan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36294/r0a3mt44

Abstract

Penelitian ini bertujuan untuk menguji Pengaruh Kecepatan Layanan, Harga Dan Lokasi Terhadap Kepuasan Pelanggan Pada Bengkel Kucing Motor Di Kisaran. Sampel dalam penelitian ini sebanyak 95 responden. Teknik analisis yang digunakan adalah analisis regresi linier berganda. Berdasarkan hasil analisis regresi diperoleh persamaan Y = -1,167 + 0,300X1 + 0,349X2 - 0,494X3 dan uji hipotesis menggunakan uji t secara parsial, uji f secara simultan dengan level of significance 5% dan uji koefesien determinasi (R2). Dari hasil analisis menunjukkan secara simultan Kecepatan Layanan, Harga dan Lokasi berpengaruh secara simultan terhadap Kepuasan Pelanggan. Berdasarkan hasil uji parsial diketahui Kecepatan Layanan berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan pada Bengkel Kucing Motor, Harga berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan pada Bengkel Kucing Motor, dan Lokasi berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan pada Bengkel Kucing Motor. Angka Adjusted R square atau koefisien determinasi adalah 0,828 atau 82,8%, perubahan pada Kepuasan Pelanggan dijelaskan oleh variasi dari Kecepatan Layanan, Harga Dan Lokasi, sedangkan sisanya (17,2%) dijelaskan oleh faktor-faktor lain. Kata Kunci: Kecepatan Layanan, Harga, Lokasi, dan Kepuasan Pelanggan
Pengaruh Kualitas Produk, Harga, dan Promosi terhadap Loyalitas Pelanggan Pabrik Tahu Wak Gentong di Desa Hessa Perlompongan Widia Putri Utami; Tengku Syarifah
SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business Vol. 9 No. 3 (2026): SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management, & Business
Publisher : Sekolah Menengah Kejuruan (SMK) Pustek

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/sjr.v9i3.1565

Abstract

The tofu industry is one of the important sectors in supporting the local economy in Indonesia. Increasing business competition, fluctuating soybean prices, and changing consumer behavior require business actors to maintain customer loyalty through product quality, pricing strategies, and promotional activities. This study aimed to analyze the influence of product quality, price, and promotion on customer loyalty at Wak Gentong Tofu Factory in Hessa Perlompongan Village. This research used a quantitative approach with a descriptive nature based on Sugiyono (2023). The study was conducted at Wak Gentong Tofu Factory from January to April 2026. The population consisted of 32 employees, all of whom were selected as the sample using a saturated sampling technique. Research data were collected through the distribution of Likert-scale questionnaires and analyzed using IBM SPSS version 27. The data analysis technique employed multiple linear regression analysis. The results showed that product quality and promotion had a positive and significant effect on customer loyalty, while price had a positive but insignificant effect. Simultaneously, product quality, price, and promotion significantly influenced customer loyalty. The coefficient of determination indicated that 67.4% of customer loyalty could be explained by the three independent variables examined in this study.
A strategic model to enhance the competitiveness of halal MSMEs through halal certification, digital marketing, and creative branding Surya Bakti; Tengku Syarifah; Nurul Hikmatul Alawiyah; M. Sandi Syahputa; Dea Mutia; Sariani Sariani
Journal of Economics and Business Letters Vol. 5 No. 6 (2025): December 2025
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/jebl.v5i6.1600

Abstract

This community service program was conducted to enhance the competitiveness of halal MSMEs in Binjai Baru Village, Datuk Tanah Datar District, Batu Bara Regency, North Sumatera Province, Indonesia, through three key interventions: halal certification awareness, digital marketing training, and creative branding workshops. The primary issues faced by MSMEs in this area include a limited understanding of halal certification procedures, low utilization of digital platforms for promotion, and weak brand identity, which affects product attractiveness. The program’s implementation method consisted of preparation, execution, and evaluation stages involving field observation, awareness sessions, hands-on digital marketing practice, and branding assistance. The results indicate a significant improvement in the participants’ understanding of the benefits of halal certification, their ability to use social media for product promotion, and their initial skills in designing brand identities and product packaging. The participants demonstrated high enthusiasm and were able to gradually apply the materials provided. Overall, this program successfully strengthened the legal, digital marketing, and branding capacities of local MSMEs, forming a solid foundation for enhancing sustainable competitiveness in the halal industry.
PENGOLAHAN UBI KAYU MENJADI DONAT UBI SEBAGAI UPAYA PEN-INGKATAN KETERAMPILAN DAN KEWIRAUSAHAAN IBU PKK DI DESA KARANG BARU KABUPATEN BATU-BARA Hamida Sari Siregar; Tengku Syarifah; Muhammad Rinaldi Prawira; Yogi Pratama; Julia Rahmadani; Nanda Sri Wahyuni; Siti Indriani Halim Putri; Della Ananda; Mia Aulia
Jurnal Pemberdayaan Sosial dan Teknologi Masyarakat Vol. 5 No. 2 (2025): Desember 2025
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jpstm.v5i2.5382

Abstract

Abstract: This Community Service Program (PKM) aimed to enhance the skills and knowledge of the residents of Karang Baru Village, Datuk Tanah Datar District, Batu Bara Regency, in processing cassava into high-value donut products. The training was conducted on September 23, 2025, involving 40 participants consisting of PKK members, micro-entrepreneurs, and housewives. The implementation methods included socialization, training, hands-on practice, and group discussions. The results showed an improvement in participants’ abilities in cassava donut production, packaging techniques, and simple marketing strategies through social media. This program also fostered entrepreneurial motivation and awareness of the importance of innovation in utilizing local food resources. It is expected that the residents of Karang Baru Village can continue developing home-based businesses using local potential sustainably. Keywords: cassava donut, cassava, community empowerment, entrepreneurship, training Abstrak: Kegiatan Pengabdian Kepada Masyarakat (PKM) ini bertujuan untuk meningkatkan keterampilan dan wawasan masyarakat Desa Karang Baru, Kecamatan Datuk Tanah Datar, Kabupaten Batu Bara, dalam mengolah ubi kayu menjadi produk donat yang bernilai jual. Pelatihan dilaksanakan pada tanggal 23 September 2025 dengan melibatkan 40 peserta yang terdiri dari ibu-ibu PKK, pelaku UMKM, dan ibu rumah tangga. Metode pelaksanaan meliputi sosialisasi, pelatihan, praktik langsung, dan diskusi kelompok. Hasil kegiatan menunjukkan peningkatan kemampuan peserta dalam proses pembuatan donat ubi, teknik pengemasan, serta strategi pemasaran sederhana melalui media sosial. Program ini juga menumbuhkan semangat berwirausaha dan kesadaran pentingnya inovasi dalam pemanfaatan bahan pangan lokal. Dengan adanya kegiatan ini, diharapkan masyarakat Desa Karang Baru mampu mengembangkan usaha rumahan berbasis potensi lokal secara berkelanjutan. Keywords: donat ubi, ubi kayu, pemberdayaan masyarakat, kewirausahaan, pelatihan
E-WOM, influencers, and online reviews in Wardah cosmetics purchase decisions on Shopee Tengku Syarifah; Dian Wahyuni; Tri Andriani; Putri Sandini
Priviet Social Sciences Journal Vol. 5 No. 11 (2025): November 2025
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v5i11.1599

Abstract

This study aims to determine the Influence of E-WOM, Influencers, and Online Customer Reviews on Purchasing Decisions. The population in this study was Shopee platform users in the Kisaran City area, the number of which cannot be known for certain. This study used the Wibisono formula. The data used were primary data, and this study was conducted online using an electronic questionnaire, namely Google form. The data analysis tool used multiple linear regression. The results of the study show the Influence of E-WOM, Influencers, and Online Customer Reviews on Purchasing Decisions. Simultaneously, E-WOM (X1), Influencer (X2), and Online Customer Review (X3) influence Purchasing Decision (Y), Fcount > Ftable (44.226 > 2.70) with a significance of 0.000 < 0.05. This shows that the research results H1 were accepted and H0 was rejected. While partially E-WOM (X1) has a positive and significant effect on Purchasing Decisions (Y), with a calculated t value > ttable, namely 3.693 > 1.98580 with a sig t value for the E-WOM variable (X1) 0.000 smaller than α 0.05, namely 0.000 < 0.05, Influencer (X2) has a positive and significant effect on Purchasing Decisions (Y), with a calculated t value > t-table, namely 3.693 > 1.98580 with a sig t value for the Influencer variable (X2) 0.000 smaller than α 0.05, namely 0.000 < 0.05 and Influencer (X2) has a positive and significant effect on Purchasing Decisions (Y), with a calculated t value > ttable, namely 2.067 > 1.98580 with a sig t value for the Influencer variable (X2) 0.042 is smaller than α 0.05, which is 0.042 <0.05, it can be concluded that H0 is rejected, H2 is accepted and the R Square coefficient is 0.577 or 57.7%. This shows that the Purchase Decision (Y) can be explained by the E-WOM variable (X1), influencer (X2), and Online Customer Review (X3), amounting to 457.7%, and the remaining 42.3% is explained by other factors not examined in this study.
PENGARUH WORD OF MOUTH, CITA RASA, DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA RG DONUTS KISARAN Dwi Fadhilla Putri; Tengku Syarifah
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 9 No. 2 (2026): April 2026
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v9i2.6244

Abstract

Abstract: This study aims to determine the simultaneous and partial effects of word of mouth, taste, and product variety on purchasing decisions, with a sample size of 96 respondents. The data analysis technique used was multiple linear regression, which produced the equation Y = 3.371 + 0.217X1 + 0.239X2 + 0.197X3. The F-test results showed that Fcount (17.134) > Ftable (2.70), meaning that word of mouth, taste, and product variety simultaneously influence purchasing decisions. Partial t-test results indicate that word of mouth has a positive effect on purchasing decisions (tcount 2.748 > ttable 1.98580), taste has a positive effect (tcount 2.378 > ttable 1.98580), and product variety also has a positive effect (tcount 2.709 > ttable 1.98580). The R2 test results yielded an Adjusted R Square value of 0.338, indicating that the independent variables explain 33.8% of the purchasing decisions, while the remaining 66.2% is explained by other variables not included in this study. Keywords: Word Of Mouth, Taste, Product Variety, Purchasing Decisions   Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan dan parsial word of mouth, cita rasa dan variasi produk terhadap keputusan pembelian. Jumlah sampel sebanyak 96 responden. Teknik analisis data menggunakan regresi linier berganda. Hasil regresi menghasilkan persamaan Y = 3,371 + 0,217X1 + 0,239X2 + 0,197X3. Uji-F menghasilkan nilai Fhitung (17,134) > Ftabel (2,70), artinya secara serempak word of mouth, cita rasa dan variasi produk berpengaruh secara simultan terhadap keputusan pembelian. Hasil uji-t, secara parsial word of mouth berpengaruh positif terhadap keputusan pembelian karena thitung (2,748) > ttabel (1,98580), cita rasa berpengaruh positif terhadap keputusan pembelian karena thitung (2,378) > ttabel (1,98580), variasi produk berpengaruh positif terhadap keputusan pembelian karena thitung (2,709) > ttabel (1,98580). Hasil uji-R2, nilai Adjusted R Square yaitu 0,338, artinya variabel bebas yang terdiri dari word of mouth, cita rasa dan variasi produk mampu menjelaskan keputusan pembelian sebesar 33,8%, sedangkan sisanya 66,2% dijelaskan oleh variabel-variabel lain yang tidak termasuk dalam penelitian ini. Kata Kunci:  Word Of Mouth, Cita Rasa, Variasi Produk, Keputusan Pembelian
PENGARUH KUALITAS LAYANAN, KOMUNIKASI PELANGGAN, DAN AKSES INFORMASI BERBASIS DIGITAL TERHADAP KEPUASAN PELANGGAN PERUMDA AIR MINUM TIRTA SILAUPIASA DI KOTA KISARAN MHD Ristandi Arif HSB; Tengku Syarifah
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 9 No. 2 (2026): April 2026
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v9i2.6248

Abstract

Abstract: This study aims to analyze the simultaneous and partial effects of Service Quality, Customer Communication, and Digital-Based Information Access on Customer Satisfaction at Perumda Air Minum Tirta Silaupiasa in Kisaran City. The data used are primary data. This research employed a quantitative approach with a causal design. The sample consisted of 100 respondents selected using a non-probability sampling technique through accidental sampling. The analysis technique used was multiple linear regression analysis, along with validity and reliability tests. The results showed that all independent variables simultaneously have a significant effect on customer satisfaction, with an Fcount value of 87.799 > Ftable 2.70 and a significance value of 0.000 < 0.05. Partially, Service Quality has a significant effect on customer satisfaction with a tcount value of 2.106 > ttable 1.984 and a significance value of 0.038 < 0.05. Customer Communication has a significant effect with a tcount value of 3.811 > ttable 1.984 and a significance value of 0.000 < 0.05. Digital-Based Information Access has a significant effect with a tcount value of 2.914 > ttable 1.984 and a significance value of 0.004 < 0.05. Among the variables, Customer Communication is the most dominant factor influencing customer satisfaction. The Adjusted R Square value is 0.725, which means that 72.5% of the variation in customer satisfaction is explained by Service Quality, Customer Communication, and Digital-Based Information Access, while the remaining 27.5% is influenced by other variables outside the research model. Keywords: Service Quality, Customer Communication, Digital-Based Information Access, Customer Satisfaction   Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh secara simultan dan parsial kualitas layanan, komunikasi pelanggan, dan akses informasi berbasis digital terhadap kepuasan pelanggan pada Perumda Air Minum Tirta Silaupiasa di Kota Kisaran. Data yang digunakan adalah data primer. Penelitian ini menggunakan pendekatan kuantitatif dengan desain kausalitas. Sampel penelitian terdiri dari 100 responden yang dipilih menggunakan teknik non-probability sampling melalui metode accidental sampling. Teknik analisis yang digunakan adalah analisis regresi linier berganda dengan uji validitas dan reliabilitas. Hasil penelitian menunjukkan bahwa seluruh variabel independen secara simultan berpengaruh signifikan terhadap kepuasan pelanggan dengan nilai Fhitung 87,799 > Ftabel 2,70 dan nilai signifikansi 0,000 < 0,05. Secara parsial, kualitas layanan berpengaruh signifikan terhadap kepuasan pelanggan dengan nilai thitung 2,106 > ttabel 1,984 dan nilai signifikansi 0,038 < 0,05. Komunikasi pelanggan berpengaruh signifikan dengan nilai thitung 3,811 > ttabel 1,984 dan nilai signifikansi 0,000 < 0,05. Akses informasi berbasis digital berpengaruh signifikan dengan nilai thitung 2,914 > ttabel 1,984 dan nilai signifikansi 0,004 < 0,05. Variabel komunikasi pelanggan merupakan faktor yang paling dominan dalam memengaruhi kepuasan pelanggan. Nilai Adjusted R Square sebesar 0,725 yang berarti bahwa 72,5% variasi kepuasan pelanggan dapat dijelaskan oleh kualitas layanan, komunikasi pelanggan, dan akses informasi berbasis digital, sedangkan 27,5% dipengaruhi oleh variabel lain di luar model penelitian. Kata Kunci: Kualitas Layanan, Komunikasi Pelanggan, Akses Informasi Berbasis Digital, Kepuasan Pelanggan
PENGARUH CAFE ATMOSPHERE, HARGA, DAN CITA RASA TERHADAP KEPUTUSAN PEMBELIAN PADA CAFE AINI KOTA TANJUNG BALAI Mhd. Riefzky Naufal; Tengku Syarifah
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 9 No. 2 (2026): April 2026
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v9i2.6250

Abstract

Abstract: This study aims to determine the simultaneous and partial effects of cafe atmosphere, price, and taste on purchasing decisions, utilizing a sample size of 96 respondents. The data analysis technique employed was multiple linear regression, which produced the equation Y = 4.282 + 0.692X1 - 0.323X2 + 0.461X3. The F-test results yielded an Fcount of 98.679, exceeding the Ftable of 2.70, indicating that cafe atmosphere, price, and taste simultaneously influence purchasing decisions. Partial t-test results further demonstrate that cafe atmosphere has a positive effect on purchasing decisions (tcount 6.828 > ttable 1.98580), price has a negative effect (-tcount -4.384 < -ttable -1.98580), and taste has a positive effect (tcount 5.607 > ttable 1.98580). Additionally, the Adjusted R Square value of 0.755 indicates that the independent variables explain 75.5% of the purchasing decisions, while the remaining 24.5% is attributed to other variables not included in this study. Keywords: Cafe Atmosphere, Price, Taste On Purchasing, Purchasing Decisions   Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan dan parsial cafe atmosphere, harga dan cita rasa terhadap keputusan pembelian. Jumlah sampel sebanyak 96 responden. Teknik analisis data menggunakan regresi linier berganda. Hasil regresi menghasilkan persamaan Y = 4,282 + 0,692X1 - 0,323X2 + 0,461X3. Uji-F menghasilkan nilai Fhitung (98,679) > Ftabel (2,70), artinya cafe atmosphere, harga dan cita rasa berpengaruh secara simultan terhadap keputusan pembelian. Hasil uji-t, secara parsial cafe atmosphere berpengaruh positif terhadap keputusan pembelian karena thitung (6,828) > ttabel (1,98580), harga berpengaruh negatif terhadap keputusan pembelian karena -thitung (-4,384) < -ttabel (-1,98580), cita rasa berpengaruh positif terhadap keputusan pembelian karena thitung (5,607) > ttabell (1,98580). Hasil uji-R2, nilai Adjusted R Square yaitu 0,755, artinya variabel bebas yang terdiri dari cafe atmosphere, harga, dan cita rasa mampu menjelaskan keputusan pembelian sebesar 75,5%, sedangkan sisanya 24,5% dijelaskan oleh variabel-variabel lain yang tidak termasuk dalam penelitian ini. Kata Kunci: Cafe Atmosphere, Harga, Cita Rasa, Keputusan Pembelian
PENGARUH KUALITAS LAYANAN, E - WOM, DAN CUSTOMER EXPERIENCE TERHADAP KEPUTUSAN PEMBELIAN PADA RESTORATIVE CO Noni Rahma Kartika; Tengku Syarifah
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 9 No. 2 (2026): April 2026
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v9i2.6338

Abstract

Abstract: This study aims to determine the simultaneous and partial effects of Kualitas layanan, E-WOM, and Customer Experience on consumer satisfaction. The sample consisted of 96 respondents. The data analysis technique used multiple linear regression. The regression results produced the equation: Y = 1,901 + 0,315X1 + 0,561X2 + 0,407X3. The F-test result shows an Fcount (33.997) > Ftable (2.70), indicating that kualitas layanan, E-WOM, and customer experience simultaneously have a significant effect on consumer satisfaction. The t-test results show that, partially, kualitas layanan has a positive effect on consumer satisfaction because tcount (2.145) > ttable (1.986), E-WOM has a positive effect on consumer satisfaction because tcount (6.240) > ttable (1.986), and customer experience also has a positive effect on consumer satisfaction because tcount (3.386) > ttable (1.986). The R² test result shows an Adjusted R Square value of 0.515, meaning that the independent variables consisting of kualitas layanan, E-WOM, and customer experience are able to explain consumer satisfaction by 51,5%, while the remaining 48,5% is explained by other variables not included in this study. Keywords: kualitas layanan, E-WOM, customer experience, consumer satisfaction   Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan dan parsial kualitas layanan, E-WOM dan customer experience terhadap keputusan pembelian konsumen. Jumlah sampel sebanyak 96 responden. Teknik analisis data menggunakan regresi linier berganda. Hasil regresi menghasilkan persamaan Y = 1,901 + 0,315X1 + 0,561X2 + 0,407X3. Uji-F menghasilkan nilai Fhitung (33,997) > Ftabel (2,70), artinya kualitas layanan, E-WOM dan customer experience berpengaruh secara simultan terhadap keputusan pembelian. Hasil uji-t, secara parsial kualitas layanan berpengaruh positif terhadap keputusan pembelian karena thitung (2,145) > ttabel (1,986), E-WOM berpengaruh positif terhadap keputusan pembelian karena thitung (6,240) > ttabel (1,986), customer experience berpengaruh positif terhadap keputusan pembelian karena thitung (3,386) > ttabell (1,986). Hasil uji-R2, nilai Adjusted R Square yaitu 0,515, artinya variabel bebas yang terdiri dari kualitas layanan, E-WOM, dan customer experience mampu menjelaskan keputusan pembelian sebesar 51,5%, sedangkan sisanya 48,5% dijelaskan oleh variabel-variabel lain yang tidak termasuk dalam penelitian ini. Kata Kunci: kualitas layanan, E-WOM, customer experience, keputusan pembelian
PENGARUH KEAMANAN TRANSAKSI KEPERCAYAAN KONSUMEN DAN GAMIFIKASI TERHADAP LOYALITAS PELANGGAN PADA MARKETPLACE SHOPEE Wana Hidayah; Tengku Syarifah
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 9 No. 3 (2026): June 2026
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v9i3.6477

Abstract

This study aims to determine the simultaneous and partial effects of transaction security, consumer trust, and gamification on customer loyalty in the Shopee marketplace. This research employed a quantitative descriptive approach. The data analysis technique used was multiple linear regression. The sample was determined using a non-probability sampling technique through the Cochran approach, resulting in a total of 100 respondents. Validity and reliability tests were also conducted on the respondents as the research sample. The results of the multiple linear regression analysis produced the following equation: Y = 20.043 + 0.582X₁ + 0.488X₂ + 0.110X₃. The results of the F-test indicate that H₁ is accepted and H₀ is rejected, meaning that transaction security, consumer trust, and gamification simultaneously have a significant effect on customer loyalty, with an Fcount value of 18.708 which is greater than the Ftable value of 2.70. The results of the t-test indicate that H₂ is accepted and H₀ is rejected, meaning that transaction security partially has a significant effect on customer loyalty with a tcount value of 3.857 which is greater than the ttable value of 1.985. Consumer trust also has a significant effect on customer loyalty with a tcount value of 4.741 which is greater than the ttable value of 1.985. Furthermore, gamification has a significant effect on customer loyalty with a tcount value of 6.937 which is greater than the ttable value of 1.985. Based on the tcount values, the gamification variable is the most dominant factor influencing customer loyalty. The results of the coefficient of determination test (R²) show that the adjusted R square value is 0.409, indicating that transaction security, consumer trust, and gamification explain 40.9% of the variation in customer loyalty, while the remaining 59.1% is influenced by other factors not included in this study.
Co-Authors Adisti, Ayu Agil Novita Alawiyah, Nurul Hikmatul Ananda, Della ANDRIANI, TRI ANSHARI PUTRA Ayu Adisti Bakti, Surya Br Barus, Melyana Br Barus, Melyani CIK ZULIA DAILAMI Dea Mutia Della Ananda Dermawan Dian Wahyuni Dian Wahyuni Dina Kuswara Dewi Dwi Fadhilla Putri Eddy Pangidoan Siregar Efendi, Zuhriyan Emi Masyitah Eqi Mastriani Ferdiansyah, Rio Gulyanto, Bambang Halawa, Medianus Halim Putri, Siti Indriani Halimatussaddiah Marpaung Hamida Sari Siregar Heni Subagiharti Heri Prasuhanda Manurung Hilda Yanti Br Torus Pane Indriani , Novita Julia Rahmadani LASSON MANURUNG Lubis, Alweni Khoiriyah Lucky Satria Pratama M. Sandi Syahputa MHD Ristandi Arif HSB Mhd. Riefzky Naufal Mia Aulia Mia Aulia, Mia Mira Syapitri Muhammad Rinaldi Prawira Mutia, Dea Nanang Hidayat, Mhd. Nanda Sri Wahyuni Noni Rahma Kartika Nurul Hikmatul Alawiyah Pratama, Yogi Prawira, Muhammad Rinaldi PUTRI INDRAYANI Putri Sandini Qonita Sajidah Rahmadani, Julia Sahara Sahara Sajidah, Qonita Sandini, Putri Sari Siregar, Hamida Sariani Sariani Sariani, Sariani Simanjuntak, Septiana Anas Tasya Siregar, Azizah Siregar, Hamida Sari Siti Indriani Halim Putri Sofiyana Sofiyana Sri Susanti Ningsih Surya Bakti Syafrizal Hasibuan Syahputa, M. Sandi syaifuddin syaifuddin Syapitri, Mira Tri Andriani Tri Andriani Viza Riyanti Wahyuni, Nanda Sri Wana Hidayah Widia Putri Utami Wulan Sari Nasution Yogi Pratama