Pengaruh Kepercayaan dan Kepuasan Konsumen terhadap Loyalitas Konsumen di Toko Adi Computer

Ilham, Muhamad (2023) Pengaruh Kepercayaan dan Kepuasan Konsumen terhadap Loyalitas Konsumen di Toko Adi Computer. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

The rise of e-commerce has also changed people’s shopping patterns. They no longer frequently visit shops or shopping centers to buy necessities but have started to rely on shopping through e-commerce. This is what makes consumer confidence decrease and prefer other service places compared to this service place. In addition to trust issues, customer satisfaction problems are also clearly visible in the eyes of customers, such as it seems that customers are not happy with the services used here, and the results that this electronic shop has made are lacking in quality, after only a few months of using this service there should be other improvements that arise. Like this causes customer satisfaction to be disrupted and will result in customer loyalty in the future. The research design used in this research is quantitative research. This study uses a causal quantitative research design. Consumers at Adi Computer Stores and their objects are trust, customer satisfaction and consumer loyalty. The results of this study are to find out that the Analysis of Consumer Trust and Satisfaction on Consumer Loyalty at Adi Computer Stores. In this study, the results of the R square correlation test were 0.717 indicating consumer loyalty was influenced by consumer trust and satisfaction at Adi Computer Stores by 71% while the remaining 29% was influenced by other factors or variables. Trust (X1) has a positive effect on Consumer Loyalty (Y ). This can be proven by the regression coefficient value of 0.613 and the t_count value of 8.784 ≥ t_(table) 1.660 and the significance value of 0.000 ≤ 0.05. Satisfaction (X2) has a positive effect on consumer loyalty (Y). This can be proven by the regression coefficient value of 0.147 and the t_count value of 1.587 ≥ t_(table) of 1.660 and the significance value of 0.000 ≤ 0.05. This shows that the lower the satisfaction given, the lower the satisfaction felt by consumers. Trust (X1) and Consumer Satisfaction (X2) have a positive effect on Consumer Loyalty (Y). This can be proven by the f_count value of 128.905 ≥ f_table 3.09 and with a significance value of 0.000 ≤ 0.05.

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