Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh product quality, online shopping experience, dan price perception terhadap peningkatan customer loyalty pada marketplace Shopee di kalangan mahasiswa Fakultas Ekonomi dan Bisnis Universitas Syiah Kuala. Sampel dalam penelitian ini berjumlah 149 responden, yang diperoleh melalui teknik purposive sampling. Data yang digunakan terdiri dari data primer dan data sekunder. Data primer diperoleh melalui penyebaran kuesioner kepada responden, sedangkan data sekunder diperoleh melalui studi kepustakaan. Metode analisis yang digunakan adalah regresi linier berganda. Hasil penelitian menunjukkan bahwa secara parsial, variabel product quality, online shopping experience, dan price perception berpengaruh positif dan signifikan terhadap customer loyalty. Secara simultan, ketiga variabel tersebut juga berpengaruh positif dan signifikan terhadap customer loyalty pada marketplace Shopee di kalangan mahasiswa Fakultas Ekonomi dan Bisnis Universitas Syiah Kuala. Berdasarkan temuan ini, disarankan agar marketplace Shopee terus meningkatkan kualitas layanan, menjaga keaslian dan kualitas produk yang ditawarkan, serta memastikan bahwa deskripsi produk sesuai dengan kondisi nyata, sehingga dapat meningkatkan kepuasan dan loyalitas pelanggan.

Kata Kunci: Product Quality, Online Shopping Experience, Price Perception, Customer Loyalty, Shopee.

This study aims to analyze the influence of product quality, online shopping experience, and price perception on enhancing customer loyalty on the Shopee marketplace among students of the Faculty of Economics and Business at Universitas Syiah Kuala. The sample consisted of 149 respondents selected using a purposive sampling technique. The data used in this study include both primary and secondary data. Primary data were collected through questionnaires distributed to respondents, while secondary data were obtained through literature studies. The analysis method employed is multiple linear regression. The results show that partially, product quality, online shopping experience, and price perception have a positive and significant effect on customer loyalty. Simultaneously, these three variables also have a positive and significant influence on customer loyalty on the Shopee marketplace among students of the Faculty of Economics and Business at Universitas Syiah Kuala. Based on these findings, it is recommended that Shopee continues to enhance service quality by maintaining the authenticity and quality of its products and ensuring that product descriptions accurately reflect the actual products, thus increasing customer satisfaction and loyalty. Keywords: Product Quality, Online Shopping Experience, Price Perception, Customer Loyalty, Shopee.