Determinan Loyalitas Pelanggan Tokopedia Di Jakarta
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Abstract
This research was conducted to determine the effect of customer experience and brand image on Tokopedia customer loyalty in Jakarta with customer satisfaction as a mediating variable. Data collection used the convenience sampling method and digitally distributed questionnaires to 177 respondents. The data will then be analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the help of SmartPLS software. The results of this study indicate that customer loyalty is directly influenced by customer satisfaction and customer experience. In addition, customer loyalty is also indirectly influenced by customer experience and brand image through customer satisfaction.
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