<![CDATA[Abstrak Penelitian ini menguji pengaruh Komunikasi Pemasaran Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan. Jenis penelitian yang digunakan adalah kuantitatif dengan menggunakan metode survey dalam pengumpulan datanya. Kuesioner disebarkan sebanyak 35 kepada Pelanggan Shopee di Kabupaten Banggai Laut. Teknik pengambilan sampel menggunakan snowball sampling dengan metode non-probabilitas. Hasil penelitian menunjukkan bahwa Komunikasi Pemasaran berpengaruh positif terhadap Loyalitas Pelanggan dan Kualitas Pelayanan berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan. Kata Kunci: Komunikasi pemasaran, Kualitas Pelayanan, Loyalitas pelanggan.AbstractThis study examines the effect of Marketing Communication and Service Quality on Customer Loyalty. The type of research used is quantitative by using survey methods in data collection. 35 questionnaires were distributed to Shopee Customers in Banggai Laut Regency. The sampling technique used was snowball sampling with a non-probability method. The results showed that Marketing Communication had a positive effect on Customer Loyalty and Service Quality had a positive and significant effect on Customer Loyalty. Keywords: Customer loyalty, Marketing communication, Service Quality]]>
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