Pengaruh Kepercayaan dan Kualitas Layanan Terhadap Loyalitas Pelanggan pada E-Commerce Lazada

Anjarwati, Nenih (2025) Pengaruh Kepercayaan dan Kualitas Layanan Terhadap Loyalitas Pelanggan pada E-Commerce Lazada. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

This study aims to determine the influence of perceptions of trust and service quality on customer loyalty in e-commerce Lazada. The method used is a quantitative descriptive method. The population in this study were Lazada e-commerce consumers who live in Bekasi City and have made purchases at least 2 times or more. The data used were obtained from a questionnaire given to Lazada e-commerce consumers totaling 100 respondents via a google form (googleform). In sampling using nonprobability sampling. For data analysis using statistical tests from calculations using multiple linear regression analysis and calculated using the Statistic Product and Service Solution (SPSS) program. The results of the analysis prove that the F count value is 92.582 with a significant value of 0.000, then Ho is rejected and Ha is accepted. These results prove that trust and service quality simultaneously have a significant influence on customer loyalty in e-commerce Lazada. The results of the t-test obtained that X1 = 1.726 is greater than the t table (1.660) and a significant value of 0.05 means that the alternative hypothesis 1 is rejected, the conclusion is that trust partially has an effect but is not significant on customer loyalty. Then the service quality variable partially has a significant effect on customer loyalty, with the results of the t-test that X2 = 4.487 is greater than the t table (1.660) and the value does not exceed 0.05 meaning that Ha2 or alternative hypothesis 2 is accepted.

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