Published: 2023-10-01

Pengaruh Komunikasi Pemasaran, Kepercayaan dan Kepuasan Terhadap Loyalitas Pelanggan Pada Marketplace Shopee

DOI: 10.35870/jemsi.v9i5.1510

Dwi Wahyono, Gregorius Jarot Windarto , Anto Tulim, Yayuk SuprihartinI , Taryana Taryana
  • Dwi Wahyono: Univ. Abdul Aziz Lamadjido Palu , Indonesia
  • Gregorius Jarot Windarto : Affiliation name not available , Indonesia
  • Anto Tulim: Universitas Mikroskil , Indonesia
  • Yayuk SuprihartinI : Politeknik Penerbangan Indonesia Curug , Indonesia
  • Taryana Taryana: Politeknik Penerbangan Indonesia Curug , Indonesia
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Abstract

Tujuan dari penelitian ini untuk mengetahui dan menganalisis seberapa besar pengaruh komunikasi pemasaran, kepercayaan dan kepuasan terhadap loyalitas pelanggan pada marketplace Shopee, baik secara parsial maupun simultan. Penelitian dilaksanakan dengan metode kuantitatif, serta desain penelitian hubungan kausal. Metode sampel nonprobability sampling dengan sampling purposive, menggunakan software SPSS versi 26. Sampel dalam penelitian ini sebanyak 100 responden. Metode analisis yang digunakan adalah analisis regresi linier berganda. Hasil penelitian membuktikan bahwa melalui uji t menunjukkan variabel komunikasi pemasaran berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Sedangkan variabel kepercayaan secara parsial berpengaruh negatif tidak signifikan terhadap loyalitas pelanggan. Variabel kepuasan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Berdasarkan hasil uji f maka dapat disimpulkan, bahwa variabel komunikasi pemasaran, kepercayaan dan kepuasan secara simultan berpengaruh positif dan signifikan terhadap loyalitas pelanggan.

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How to Cite

Wahyono, D., Gregorius Jarot Windarto, Anto Tulim, Yayuk SuprihartinI, & Taryana Taryana. (2023). Pengaruh Komunikasi Pemasaran, Kepercayaan dan Kepuasan Terhadap Loyalitas Pelanggan Pada Marketplace Shopee . JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(5), 1983-1990. https://doi.org/10.35870/jemsi.v9i5.1510
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 9 No. 5 (2023)

  • Section: Articles

  • Published: %750 %e, %2023

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