Determinants of Customer Satisfaction and Its Implications for Customer Loyalty at Matahari.com Online Store
Keywords:
Customer Satisfaction, Customer Loyalty, Product Quality, Service Quality, Matahari.comAbstract
This study aims to analyze the determinants of customer satisfaction and its implications for customer loyalty at the Matahari.com online store. The variables used in this study include Price Perceived, Switching Cost, and Payment System as determinants of customer satisfaction. Data were collected through questionnaires distributed to active Matahari.com customers and analyzed using multiple regression methods. The results of the study indicate that Price Perceived, Switching Cost, and Payment System have a positive and significant effect on customer satisfaction, while price has a positive but insignificant effect. Furthermore, customer satisfaction has been shown to play an important role in increasing customer loyalty, which is indicated by the desire to make repeat purchases and recommend Matahari.com to others. The implications of this study highlight the importance of online stores to continue to improve the quality of products and services and provide an easy and convenient shopping experience in order to create stronger customer satisfaction and loyalty
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Copyright (c) 2024 Ahmad Nurdin Hasibuan, Kamarul Zaman Rambe, Noerlina Anggraeni, Muhammad Ikhsan Fadliyansyahd
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