ANALISIS PENGARUH EASE OF USE, RELIABILITY, EFFICIENCY, CONVENIENCE DAN SECURITY TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION DAN CORPORATE IMAGE PADA PELANGGAN SHOPEE DI SURABAYA

Abstract

This progress is caused by the many demands of the community's needs for the conveniences provided by a technology. In this millennial century, regional differences are not an obstacle for humans in creating relationships where interaction can be done anywhere and anytime. In this era, rapid technological advances have had a major impact on modern business systems, namely by using electronic devices (e-commerce) in trading activities (Santoso, 2018). The purpose of this study is to analyze the influence of what factors can influence Customer Loyalty on Shopee customers in Surabaya. This type of research is quantitative research. The data collection method uses literature and questionnaires. The method used in this study will refer to references that can carry out a simultaneous analysis process associated with a multi-variable research model namely Structural Equation Model (SEM) using AMOS 22.0 software. The population in this study is Shopee customers in Surabaya. The sample used was Shopee customers in Surabaya who made purchases or used Shopee in the past six months. The results showed that the Ease of use variable significantly affected Customer Satisfaction with a regression coefficient of 0.342 and C.R of 2.482; Reliability variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.239 and C.R of 2.050; Efficiency variable does not significantly influence Customer Satisfaction with a regression coefficient of 0.105 and C.R of 0.795. Variable Convenience has a significant effect on Customer Satisfaction with a regression coefficient of 0.357 and C.R of 2.552; Security variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.261 and C.R of 2.209; Customer Satisfaction variable has a significant effect on Corporate image with a regression coefficient of 0.768 and C.R as large as 6,280; Customer Satisfaction variable has a significant effect on Customer Loyalty with a regression coefficient of 0.560 and C.R of 3.492; Corporate Image variable has no significant effect on Customer Loyalty with a regression coefficient of 0.249 and C.R of 1.681