Pengaruh Citra Merek, Kepercayaan dan Kepuasan terhadap Loyalitas Pelanggan pada Pengguna Aplikasi Shopee di Kota Bekasi

Wardhani, Lula Ayu (2026) Pengaruh Citra Merek, Kepercayaan dan Kepuasan terhadap Loyalitas Pelanggan pada Pengguna Aplikasi Shopee di Kota Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to examine the effect of brand image, trust, and satisfaction on customer loyalty among Shopee application users in Bekasi City. The research employed a quantitative method using a survey approach by distributing questionnaires to 95 respondents. The data were analyzed using multiple linear regression. The partial test t-test results indicate that brand image has a positive and significant effect on customer loyalty t-value 2.038 > t-table 1.98638; significance 0.044 < 0.05. Trust also shows a positive and significant effect on customer loyalty t-value 3.246 > t-table 1.98638; significance 0.002 < 0.05. Meanwhile, satisfaction has a positive and significant effect on customer loyalty significance 0.000 < 0.05. The simultaneous test F-test shows that brand image, trust, and satisfaction simultaneously have a positive and significant effect on customer loyalty F-value 210.178 > F-table 2.70; significance 0.000 < 0.05. The coefficient of determination R Square is 0.87, indicating that 87% of customer loyalty can be explained by brand image, trust, and satisfaction, while the remaining 13% is influenced by other variables not examined in this study. This topic is relevant to current phenomena, particularly among urban communities who frequently engage in online shopping through Shopee.

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