PENGARUH KEPERCAYAAN DAN KEPUASAN TRANSAKSI PEMBELIAN ONLINE TERHADAP LOYALITAS PELANGGAN E-COMMERCE SHOPEE

Abstract

Technology and information have begun to develop rapidly in recent years coupled with the increasing ease of internet development so that the function of the internet is not only to search for information but also to make online buyer transactions through e-commerce. This study aims to examine and determine the effect of trust and satisfaction of online purchase transactions on Shopee E-commerce customer loyalty. This type of research uses quantitative research. The sample in this study used the questionnaire method. The population used in this study was a very large and unlimited number of respondents (infinit) in the use of Shopee E-commerce. The sample taken is 96 respondents using Lameshow calculations. The sampling technique uses non-probability with incidental sampling, which is based on chance meeting with the researcher and can be used as a sample. The analytical method used in this study uses multiple regression analysis. Based on what the researchers have tested, the results of this study indicate that trust and transaction satisfaction have a significant effect on customer loyalty.