Abstract
This study was conducted to determine the effect of service quality and brand ambassador on Shopee Application User Loyalty (Case Study of FE UISU Student Management Department Academic Year 2017) as well as the results of the study. From the output above, it is known that the coefficient of determination (R Square) of 0.520 means 52 % Loyalty of shopee shopping customers can be explained by the variable Quality of service and Brand Ambassador while the remaining 48% is influenced by other variables that are not examined in this study. Based on the results of the analysis in this study, it can be concluded as follows: Product Quality (X1) has a positive and significant effect on Shopee Customer Loyalty, Brand Ambassador (X2) has a positive and significant impact on Shopee Customer Loyalty, Service Quality (X1) and Brand Ambassador (X2) simultaneously has a positive and significant influence on shopee customer loyalty
Highlights
PENDAHULUAN E-commerce (Eletronik Commerce) merupakan konsep baru yang digambarkan sebagai proses jual beli barang atau jasa pada Word Wide Web, pertukaran produk, jasa dan informasi melalui jaringan informasai
This study was conducted to determine the effect of service quality and brand ambassador on Shopee Application User Loyalty
it is known that the coefficient of determination
Summary
Sumber : Data di peroleh dengan SPSS20,2021 Berdasarkan tabel diatas di ketahui pada kolom kedua ( Unstandardized coeffcients) bagian b di peroleh nilai Variabel Kualitas Pelayaan 0.738 dan nilai b2 variabel Brand Ambassador sebesar 0.307 dan nilai konstanta adalah 1,414 maka di peroleh persamaan Regresi Linier Berganda sebagai berikut. Hasil Uji F menunjukan variabel independen secara bersama-sama berpengaruh terhadap Variabel dependen, jika f-value ( pada kolom sig.) lebih kecil dariiyang di tentukan ( sebesar 5% ) atau F-Hitung ( pada kolom F) lebih besar dari tabel F dapat di lihat tabel di bawah ini
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