Pengaruh persepsi promosi dan citra perusahaan terhadap loyalitas pelanggan aplikasi shopee

Dias Murtika Putri, Wiedy Murtini, Patni Ninghardjanti

Abstract

This study aims to determine the effect of (1) promotion on customer loyalty in the Shopee application (2) corporate image on customer loyalty in the Shopee application (3) promotion and corporate image simultaneously on customer loyalty in the Shopee application. The total population is 339 students of PAP and 100 students are taken as samples. This research is quantitative research with a correlational method. The sample was taken using the purposive sampling method. The research data was collected using a research questionnaire with a Likert scale of 1-4 and analyzed using the SPSS version 26 application. The results showed that (1) there is a positive and significant effect of the promotion on customer loyalty of students in the Shopee application, as evidenced by a significant value of 0,000 < 0,05 and tcount value of 4,318 >tcount 1,984 (2) there is a positive and significant effect of corporate image on customer loyalty of students in Shopee application, as evidence by the significant value of 0,037 < 0,05 and tcount value of 2,113 >tcount 1,984 (3) there is a positive and significant effect of promotion and corporate image simultaneously on customer loyalty of students in Shopee application, as evidence by the significant value of 0,000 < 0,05 and Fvalue 37,364 > Ftable 3,09.

Keywords

corporate image; customer loyalty; promotion; quantitative

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References

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DOI: https://doi.org/10.20961/jikap.v8i3.77595

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