PENGARUH PRODUCT QUALITY DALAM E-COMMERCE SHOPEE TERHADAP LOYALITAS PELANGGAN PADA MAHASISWA PROGRAM STUDI PENDIDIKAN EKONOMI FKIP UNIVERSITAS SRIWIJAYA

SABRINA, ASRI and Firmansyah, Firmansyah (2025) PENGARUH PRODUCT QUALITY DALAM E-COMMERCE SHOPEE TERHADAP LOYALITAS PELANGGAN PADA MAHASISWA PROGRAM STUDI PENDIDIKAN EKONOMI FKIP UNIVERSITAS SRIWIJAYA. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine the effect of product quality in Shopee e-commerce on customer loyalty among students of the Economic Education Study Program, FKIP, Sriwijaya University in the 2022 Academic Year. This study uses a quantitative approach with a causal associative research type. The research sample consisted of 63 students taken using a purposive sampling technique. Data collection techniques were carried out through questionnaires, interviews, and documentation. Data were analyzed using prerequisite tests, namely normality tests and linearity tests and hypothesis tests, namely simple regression analysis. The results of the study showed that there was an influence between product quality on customer loyalty with a determination coefficient value showing an influence of 5.66%, which means that 94.34% of customer loyalty was influenced by other variables outside this study. The t-test shows that the t-value of 1.9445 ≥ t-table 1.525, which means that Ho is rejected and Ha is accepted, so it can be concluded that there is a positive influence between product quality on customer loyalty. This study provides an understanding of the importance of product quality in maintaining customer loyalty and opens up opportunities for further researchers by adding other independent variables such as price, service, and promotion. Keywords: Product Quality, Customer Loyalty, E-commerce

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Product Quality, Loyalitas Pelanggan, E-commerce
Subjects:	L Education > LC Special aspects of education > LC65-67.68 Economic aspects of education
Divisions:	06-Faculty of Education and Educational Science > 87203-Economics Education (S1)
Depositing User:	Asri Sabrina
Date Deposited:	25 May 2025 13:22
Last Modified:	25 May 2025 13:22
URI:	http://repository.unsri.ac.id/id/eprint/174049

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