Pengaruh Customer Experience Dan Product Variations Terhadap Customer Loyalty (Studi Kasus Pada Konsumen Shopee Di Kecamatan Pancur Batu, Desa Tanjung Anom)

Abstract

Penelitian ini bertujuan untuk mengetahui dari customer experience dan product variations terhadap customer loyalty (studi kasus pada Konsumen Shopee di Kecamatan Pancur Batu, Desa Tanjung Anom). Penelitian ini merupakan jenis penelitian deskriptif dengan menggunakan pendekatan kuantitatif. Teknik pengambilan sampel menggunakan metode purposive sampling dengan menggunakan karakteristik dan cara menentukan ukuran sampel menggunakan metode slovin dengan jumlah sampel sebanyak 100 responden. Teknik pengumpulan data menggunakan kuesioner online melalui Google Form yang telah diuji validitas dan reliabilitasnya. Teknik analis data menggunakan Regresi Linear Berganda. Hasil Penelitian menunjukkan bahwa: (1) Customer Experience berpengaruh positif dan tidak signifikan terhadap Customer Loyalty. (2) Product Variations berpengaruh terhadap Customer Loyalty. (3) Customer Experience dan Product Variations berpengaruh positif dan signifikan terhadap Customer Loyalty. This study aims to find out from customer experience and product variations on customer loyalty (a case study on Shopee Consumers in Pancur Batu District, Tanjung Anom Village). This research is a type of descriptive research using a quantitative approach. The sampling technique used purposive sampling method by using the characteristics and methods of determining the sample size with a sample size of 100 respondents. The data collection technique uses an online questionnaire through Google Form which has been tested for validity and reliability. The data analysis technique uses Multiple Linear Regression. The results of the study show that: (1) Customer Experience has a positive and insignificant effect on Customer Loyalty. (2) Product Variations affect Customer Loyalty. (3) Customer Experience and Product Variations have a positive and significant effect on Customer Loyalty.