PENGARUH PROMOSI DAN KEPERCAYAAN KONSUMEN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN APLIKASI SHOPEE (STUDI PADA MAHASISWA STIESIA SURABAYA)

Abstract

As the year goes by, technology in every aspect is developed. One of them is information technology in the trading sector, i.e. Shopee. Therefore, the research aimed to examine the effect of promotion and consumers' trust on customers' loyalty through customers' satisfaction of Shopee users. The research was quantitative. Moreover, the data collection technique used simple random sampling. Furthermore, the population of students of STIESIA Surabaya with 100 respondents as the sample. Additionally, the data analysis technique used PLS (Partial Least Square). The research result concluded that both promotion and consumers' trust had a positive and significant effect on customers' satisfaction. Likewise, promotion as well as consumers' trust had a positive and significant effect on customers' satisfaction. On the other hand, customers' satisfaction had a positive but insignificant effect. Likewise, promotion through customers' satisfaction had a positive but insignificant on customers' loyalty. Similarly, consumers' trust through customers' satisfaction had a positive but insignificant effect on customers' loyalty.
Keywords: promotion, consumers' trust, customers' satisfaction, customers' loyalty, Shopee.