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All Journal Untag Business and Accounting Review
Aryono, Muhamad Puji
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Increasing Customer Loyalty Based on Perceived Ease of Use, Brand Equity, and Product Differentiation Aryono, Muhamad Puji; Priyambodo, Syahtri Wardana
Untag Business and Accounting Review Vol 3, No 1 (2024): April 2024
Publisher : Faculty of Economics and Business UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/ubar.v3i1.4929

Abstract

This research aims to determine the influence of perceived ease of use, brand equity, and product differentiation on Tokopedia customer loyalty. The sample for this research was students from the Faculty of Economics and Business, Universitas 17 Agustus 1945 Semarang, totaling 88 students. The data analysis used multiple linear regression analysis. The results show that perceived ease of use does not affect customer loyalty, brand equity has no effect on customer loyalty, and product differentiation has an effect on customer loyalty. The influence of perceived ease of use and brand equity is not significant on customer loyalty because this influence varies depending on the context, industry, and specific characteristics of a particular product or service.
Co-Authors Priyambodo, Syahtri Wardana