PENGARUH KUALITAS WEBSITE, NILAI HEDONIS DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN   PADA SITUS BELANJA ONLINE

Dea Anggraini; Alexander Barus; Ripka Seri Idahnaita Ginting; Yusdiana; Ahmad Saputra

Authors

Dea Anggraini Universitas IBBI
Alexander Barus Universitas IBBI
Ripka Seri Idahnaita Ginting Universitas IBBI
Yusdiana Universitas IBBI
Ahmad Saputra Universitas IBBI

Keywords:

kualitas website, nilai hedonis, kepercayaan, kesetiaan pelanggan, dan ewom.

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas website, nilai hedonis, dan kepercayaan terhadap loyalitas elektronik konsumen dan danpaknya terhadap ewom. Penelitian kuantitatif, populasi pada penelitian ini adlaah generasi Z di kota Medan. Metode pengambilan sampel adalah purposive sampling dan teknik analisis yang digunakan smart PLS 3. Penelitian ini menemukan bahwa kualitas website dan nilai hedonis tidak berpengaruh terhadap loyalitas, sedangkan kepercayaan dan berpengaruh terhadap loyalitas. Loyalitas berpengaruh positif terhadap ewom.

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