<![CDATA[ABSTRACT This study aims to examine the effect customer perceived risks as moderator in the customer satisfaction and customer loyalty relationship. Researcher used convenience sampling survey. The respondents were customers in Yogyakarta that has experienced as online buyer, to be respondent. The hypothesis be tested using hierarchical regression analysis. The findings show that customer satisfaction positively influences customer loyalty. In addition, perceived risks affect the relationship of customer satisfaction and customer loyalty. Keyword: customer satisfaction, customer loyalty, perceived risks ABSTRAK Penelitian ini bertujuan untuk menguji efek moderasi resiko persepsian pada pengaruh kepuasaan pelanggan terhadap loyalitas pelanggan. Peneliti menggunakan metode survei pada konsumen yang memiliki pengalaman melakukan pembelian secara online di Yogyakarta. Hipotesis diuji dengan menggunakan hierarchical regression analysis. Hasil penelitian menunjukkan bahwa kepuasan pelanggan berpengaruh positif terhadap loyalitas pelanggan. Selain itu, risiko persepsian mempengaruhi hubungan antara kepuasaan pelanggan dan loyalitas pelanggan. Kata Kunci: Kepuasan konsumen, loyalitas konsumen, resiko persepsian]]>
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