ANALISIS PENGARUH KUALITAS PELAYANAN DAN KEPUASAN KONSUMEN TERHADAP LOYALITAS PEMBELIAN DI PLATFORM SHOPEE: STUDI KASUS KABUPATEN SLEMAN

Endah Marendah Ratnaningtyas; Novita Wulandari

Authors

Endah Marendah Ratnaningtyas Universitas Mahakarya Asia
Novita Wulandari Universitas Pendidikan Muhammadiyah Sorong

Keywords:

Kualitas Pelayanan, Kepuasan Konsumen, Loyalitas Pembelian, Shopee, E-commerce

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan dan kepuasan konsumen terhadap loyalitas pembelian di platform e-commerce Shopee. Latar belakang penelitian ini didasarkan pada pentingnya kualitas pelayanan dalam membentuk kepuasan pelanggan yang berdampak langsung pada minat beli ulang. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik survei terhadap 100 responden yang merupakan konsumen Shopee di Kabupaten Sleman. Instrumen penelitian berupa kuesioner yang diuji validitas dan reliabilitasnya. Teknik analisis data menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa kualitas pelayanan dan kepuasan konsumen secara parsial maupun simultan berpengaruh signifikan terhadap loyalitas pembelian. Penelitian ini merekomendasikan agar pelaku usaha meningkatkan dimensi layanan pelanggan secara berkelanjutan untuk mempertahankan loyalitas konsumen di tengah persaingan e-commerce.

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