Analisis Peran Hallo Effect Terhadap Preferensi Masyarakat Memilih Belanja Online

Shifa Nirmala
Laras Pratiwi (Universitas Perjuangan Tasik Malaya)
Anisa Ratutria (Universitas Perjuangan Tasik Malaya)
Fitri Agistiani (Universitas Perjuangan Tasik Malaya)

Jurnal Akuntansi, Bisnis dan Ekonomi Indonesia (JABEI)
Vol. 3 No. 1 (2024): JABEI

One possible reason why customers become more loyal to services is their convenience and satisfaction, so service providers can maximize their satisfaction. Satisfied and loyal customers will strengthen their relationship with the service provider. The impact of customer halo, experience, security perception, satisfaction, and convenience will be examined in this study. A quantitative study was conducted on e-commerce users in the city of Tasikmalaya, with 34 respondents.