Track: Business Management

Abstract

In Indonesia, the e-commerce  market is very profitable, because the large number of internet  users continues to increase from year to year so that not a few business people take advantage of these developments to  opportunities in business. Shopee topped  the rankings of other  e-commerce sites.   This research  was conducted to find out how much  influence service quality has on customer satisfaction and its impact on customer loyalty.  The variables of this study include Service Quality  (X),  Customer Satisfaction (Y), and  Customer Loyalty (Z).  This study  found that service quality affects customer satisfaction,  this is due  to the t-statistical results > t-table (4,563>1,984) and significance of 0.000<0.05.  Customer satisfaction affects  customer loyalty,  this is due to the t-statistical results of the > t-table (14,200>1,984) and the significance of 0.000<0.05.  The quality of  service affects  customer satisfaction and its impact on customer loyalty,  this is because the results of indirect effects obtained t-statistics > t-table   (3.874>1.984) and significance 0.000<0.05.

Keywords: Service Quality, Customer Satisfaction, Customer Loyalty.