The Influence of Service Quality Perception and Customer Trust on Customer Loyalty Through Customer Satisfaction (A Study of Shopee E-Commerce on Students in Berau Regency)

Sutrisno Wibowo; Faridatul Jannah

doi:10.55927/99xykz17

Authors

Sutrisno Wibowo Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Yogykarta Author
Faridatul Jannah Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Yogykarta Author

DOI:

https://doi.org/10.55927/99xykz17

Keywords:

Service Quality, Customer Trust, Customer Loyalty, Customer Satisfaction

Abstract

This study aims to analyze the influence of service quality perception and customer trust on customer loyalty through customer satisfaction, among e-commerce platform Shopee users who are students in Berau Regency. This study uses a quantitative approach, and the data were collected through an online questionnaire. This study involved 148 respondents, selected using a non-probability sampling technique with purposive sampling. The data analysis method uses SEM with SmartPLS software version 4.0. The results of this study indicate that (1) service quality has a positive and significant effect on customer satisfaction, (2) customer trust has a positive and significant effect on customer satisfaction, (3) service quality has a positive and significant effect on customer loyalty, (4) customer trust has a positive and significant effect on customer loyalty, (5) customer satisfaction has a positive and significant effect on customer loyalty, (6) service quality has a positive and significant effect on customer loyalty through customer satisfaction as an intervening variable, (7) customer trust has a positive and significant effect on customer loyalty through customer satisfaction as an intervening variable

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