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All Journal Media Riset Bisnis Ekonomi Sains dan Terapan
Anjarwati, Nenih Lulu
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Computer Science & IT Economics, Econometrics & Finance Education Other

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PENGARUH KEPERCAYAAN DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN PADA E-COMMERCE LAZADA Anjarwati, Nenih Lulu; Khatimah, Husnul
Media Riset Bisnis Ekonomi Sains dan Terapan Vol 4, No 1 (2025): Media Riset Bisnis Ekonomi Sains dan Terapan
Publisher : Taksasila Edukasi Insani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71312/mrbest.v4i1.527

Abstract

This study aims to determine the influence of perception of trust and service quality on customer loyalty in e-commerce Lazada. The method used is a quantitative descriptive method. The population in this study is Lazada e-commerce consumers who live in Bekasi City and have made purchases at least 2 times or more. The data used were obtained from a questionnaire given to Lazada e- commerce consumers totaling 100 respondents via a google form (googleform). In sampling using nonprobability sampling.The results of the analysis prove that the F count value is 92.582 with a significant value of 0.000, then Ho is rejected and Ha is accepted. These results prove that trust and service quality simultaneously have a significant influence on customer loyalty e- commerce lazada. The results of the t-test obtained that X1 = 1.726 is greater than the t table (1.660) and a significant value of 0.05 means that the alternative hypothesis 1 is rejected, the conclusion is that trust partially has an effect but is not significant on customer loyalty. Then the service quality variable partially has a significant effect on customer loyalty, with the results of the t-test that X2 = 4.487 is greater than the t table (1.660) and the value does not exceed 0.05 meaning Ha2 or alternative hypothesis 2 is accepted.Keywords: Trust, Service Quality, and Purchase Loyalty
Co-Authors Husnul Khatimah