Pengaruh Customer Experience, Customer Satisfaction dan Citra Merek terhadap Loyalitas Pelanggan Tokopedia pada Mahasiswa Universitas Medan Area

Abstract

Penelitian ini bertujuan untuk mengetahui (1) Pengaruh Customer Experience terhadap Loyalitas Pelanggan (2) Pengaruh Customer Satisfaction terhadap Loyalitas Pelanggan (3) Pengaruh Citra Merek terhadap Loyalitas Pelanggan dan (4) pengaruh Customer Experience, Customer Satisfaction dan Citra Merek terhadap Loyalitas Pelanggan. Penelitian ini menggunakan metode kuantitatif dengan jumlah sampel 93 responden pada mahasiswa universitas medan area melalui kuesioner. Teknik analisis data menggunakan uji regresi linear berganda. Hasil penelitian ini menunjukkan bahwa Customer Experience (X1) memiliki pengaruh terhadap Loyalitas Pelanggan (Y) dibuktikan melalui nilai t hitung yaitu 2.880 > t tabel 1,986979 ;Customer Satisfaction (X2) memiliki pengaruh terhadap Loyalitas Pelanggan (Y) dibuktikan melalui t hitung 2.200 > 1,986979 ; Citra Merek (X3) memiliki pengaruh terhadap Loyalitas Pelanggan (Y) dibuktikan melalui nilai t hitung 2.053 > 1,986979 ; ada pengaruh yang signifikan antara pengaruh Customer Experience, Customer Satisfaction dan Citra Merek terhadap Loyalitas Pelanggan. Yang dilihat melalui F hitung > F tabel dimana nilainya 18.411 > 2.702509 artinya secara bersama sama (Simultan). This research aims to determine (1) the influence of customer experience on customer loyalty (2) the influence of customer satisfaction on customer loyalty (3) the influence of brand image on customer loyalty and (4) the influence of customer experience, customer satisfaction and brand image on customer loyalty. This research uses quantitative methods with a sample size of 93 respondents from Medan Area University through a questionnaire. The data analysis technique uses multiple linear regression tests. The results of this research show that Customer Experience (X1) has an influence on Loyalty Customer (Y) is proven by the calculated t value, namely 2,880 > t table 1.986979; Customer Satisfaction (X2) has an influence on Customer Loyalty (Y) proven by t calculated 2,200 > 1.986979; Brand Image (X3) has an influence on Customer Loyalty (Y) as evidenced by the calculated t value of 2,053 > 1.986979; There is a significant influence between the influence of Customer Experience, Customer Satisfaction and Brand Image on Customer Loyalty. What can be seen from F count > F table where the value is 18,411 > 2.702509, meaning together (simultaneously).