Shopee (ShopeeFood) Application Quality Factors and Their Impact on Loyalty through Consumer Satisfaction
Keywords:
Shopeefood App, Satisfaction and LoyaltyAbstract
Shopee is one of the marketplaces in Indonesia whose existence continues to increase along with the Shopeefood feature. Shopeefood comes with an online-based food and beverage order service with a wide range of voucher claims so that there is consumer satisfaction and loyalty in the use of Shopee application. This study is a quantitative study, and it aims to find out how respondents respond to the dominant factors of Shopee applications and their impact on loyalty through consumer satisfaction. This study uses a simple factor analysis and regression analysis tool the sampling technique used is random sampling. Respondents of this study are Shopee application consumers who we will invite to take a survey through a questionnaire that we will create (is we avoid Shopee application consumers). The results showed the dominant factor was the convenience factor and had a positive and significant impact on loyalty through satisfaction. Therefore, it is recommended that Shopee Company (Shopeefood) still have to maintain and develop a promotional marketing strategy to stay in the market segment with similar competitors and Shopeefood must further improve in its service.
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