Proceedings of the 3rd International Conference on Advance & Scientific Innovation, ICASI 2020, 20 June 2020, Medan, Indonesia

Research Article

Analysis of The Effect of Price, Promotion, Trust, Service Quality on Consumer Loyalty in Use of Shopee Online Store

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  • @INPROCEEDINGS{10.4108/eai.20-6-2020.2300632,
        author={Mutiara Lusiana Annisa},
        title={Analysis of The Effect of Price, Promotion, Trust, Service Quality on Consumer Loyalty in Use of Shopee Online Store},
        proceedings={Proceedings of the 3rd International Conference on Advance \& Scientific Innovation, ICASI 2020, 20 June 2020, Medan, Indonesia},
        publisher={EAI},
        proceedings_a={ICASI},
        year={2020},
        month={9},
        keywords={price promotion trust service quality online store},
        doi={10.4108/eai.20-6-2020.2300632}
    }
    
  • Mutiara Lusiana Annisa
    Year: 2020
    Analysis of The Effect of Price, Promotion, Trust, Service Quality on Consumer Loyalty in Use of Shopee Online Store
    ICASI
    EAI
    DOI: 10.4108/eai.20-6-2020.2300632
Mutiara Lusiana Annisa1,*
  • 1: Accounting Study Program, [Polytechnic of Palcomtech]
*Contact email: mutiara.lusiana@gmail.com

Abstract

The purpose of this study was to analyze the influence of price, promotion, trust, and service quality on consumer loyalty in using Shopee online store. The population of the study was students in 12 private higher education institutions. This study used purposive accidental sampling. This study used multiple regression analysis. The results of study showed that price, promotion, trust, and service quality simultaneously and significantly influenced consumer loyalty in using Shopee online store. Partially, price significantly influenced consumer loyalty, promotion significantly influence consumer loyalty, trust significantly influenced consumer loyalty, and service quality significantly influenced consumer loyalty in using Shopee online store.