Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menganalisis pengaruh online shopping experience terhadap customer loyalty dengan customer satisfaction dan perceived price sebagai variabel mediasi pada pengguna produk wardah di kota banda aceh. penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 136 responden yang pernah membeli produk wardah secara online di banda aceh. teknik pengambilan sampel menggunakan purposive sampling. analisis data dilakukan menggunakan structural equation modeling berbasis partial least square(sem-pls) melalui aplikasi smartpls. analisis menunjukkan bahwa online shopping experience berpengaruh positif dan signifikan terhadap customer loyalty, customer satisfaction, dan perceived price. selain itu, customer satisfaction dan perceived price juga berpengaruh positif dan signifikan terhadap customer loyalty, serta memediasi secara parsial pengaruh online shopping experience terhadap customer loyalty. hal ini menunjukkan bahwa pengalaman berbelanja online yang baik dapat meningkatkan loyalitas pelanggan, baik secara langsung maupun melalui peningkatan kepuasan pelanggan dan persepsi harga yang positif. kata kunci: online shopping experience, customer satisfaction, perceived price, customer loyalty, wardah, sem-pls .

ABSTRACT The influence of online shopping experience on customer loyalty, with customer satisfaction and perceived price as mediating variables, was examined among Wardah product users in Banda Aceh. A quantitative approach was employed using a survey method, with data collected through questionnaires from 136 respondents who had previously purchased Wardah products online. The respondents were selected using purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The findings indicate that online shopping experience has a positive and significant effect on customer loyalty, customer satisfaction, and perceived price. In addition, both customer satisfaction and perceived price have positive and significant effects on customer loyalty and partially mediate the relationship between online shopping experience and customer loyalty. These results suggest that a positive online shopping experience enhances customer loyalty both directly and indirectly through increased customer satisfaction and more favorable price perceptions.. Keywords: online shopping experience, customer satisfaction, perceived price, customer loyalty, Wardah, SEM-PLS .