Abstract
ABSTRACT
 The purpose of this study is the role of customer value perception mediate brand trust and quality of service on customer loyalty online shopping (case study on Zalora Online shop). This research was conducted in Zalora Online shop with analytical data path analysis technique. The number of samples obtained by using non-probability sampling method is 150 respondents.
 Based on the results of the analysis can be known brand trust has a significant positive effect on customer loyalty. Quality of service has a significant positive effect on customer loyalty. Brand trust has a significant positive effect on the perception of customer value. Quality of service has a significant positive effect on the perception of customer value. The perception of customer value has a significant positive effect on customer loyalty. Customer value perceptions mediate the positive impact of brand trust and service quality on customer loyalty shopping at Zalora Online shop.
 
 Keywords: Customer value, brand trust, service quality, customer loyalty
Highlights
The purpose of this study is the role of customer value perception mediate brand trust and quality of service
This research was conducted in Zalora Online shop with analytical data path analysis technique
The number of samples obtained by using non-probability sampling method is
Summary
Tujuan penelitian ini ialah peran persepsi nilai pelanggan memediasi kepercayaan merk dan kualitas layanan pada loyalitas pelanggan berbelanja online (Studi kasus pada Zalora Online shop). Penelitian ini dilakukan di media Zalora Online shop dengan teknik analisis data path analisa. Jumlah sampel yang didapat dengan menggunakan metode non probability sampling ialah sebanyak 150 responden. Berdasarkan hasil analisis dapat diketahui Kepercayaan merk berpengaruh positif signifikan terhadap loyalitas pelanggan. Kualitas layanan berpengaruh positif signifikan terhadap loyalitas pelanggan. Kepercayaan merk berpengaruh positif signifikan terhadap persepsi nilai pelanggan. Kualitas layanan berpengaruh positif signifikan terhadap persepsi nilai pelanggan. Persepsi nilai pelanggan berpengaruh positif signifikan terhadap loyalitas pelanggan. Persepsi nilai pelanggan memediasi pengaruh positif kepercayaan merk dan kualitas layanan terhadap loyalitas pelanggan berbelanja di Zalora Online shop. Kata kunci : nilai pelanggan, kepercayaan merk, kualitas layanan, loyalitas pelanggan
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