Influence of Product Quality, Service Quality, and Promotion on Consumer Loyalty in E-Commerce Shopee with Consumer Satisfaction as Intervening Variable

Abstract

Technological developments are increasingly rapidly affecting lifestyles that are increasingly striking, because technological developments affect mass communication models to carry out daily life activities, such as e-commerce is the distribution, purchase, sale marketing of goods and services through electronic means such as the internet or television, www or networks. Other computer. One of them is Shopee, which is an an application engaged in buying and selling online and can be accessed easily using a smartphone. The purpose of this study was to analyze the effect of product quality, service quality, and promotion on consumer loyalty in e-commerce Shopee, with consumer satisfaction as an intervening variable. The method of analysis in this study uses primary data, the test stages carried out are the outer model and the inner model. The data used in this study using a questionnaire instrument using google form, and valid data collected as many as 210 respondents. The sampling method in this research is non-proability sampling with purposive sampling technique. The testing tool used is SmartPls 3.0. The results of the study seen from the path coefficient indicate that product quality and service quality have a positive and significant effect on consumer satisfaction, while promotion has no significant effect on consumer satisfaction. Product quality, service quality, and promotion have no significant effect on consumer loyalty. Consumer satisfaction has a positive and significant effect on consumer loyalty.