SKRIPSI: Pengaruh Harga, Promosi, dan E-Service Quality terhadap Loyalitas Pelanggan Shopeefood di Kota Yogyakarta

Kharisma, Muliano Suayong (2023) SKRIPSI: Pengaruh Harga, Promosi, dan E-Service Quality terhadap Loyalitas Pelanggan Shopeefood di Kota Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to analyze the effect of price, promotion, and e-service quality on customer loyalty at Shopeefood in the city of Yogyakarta. This research uses quantitative methods. The type of data used in this research is primary data obtained by distributing questionnaires to 97 respondents. The sampling technique used was purposive sampling. Data analysis technique was performed using multiple linear regression analysis. The results of the study stated that price had no effect on customer loyalty, promotion had a positive effect on customer loyalty, e-service quality had a positive effect on customer loyalty at Shopeefood in the city of Yogyakarta. Adjusted R Square of 0.740. This means that the variables of price, promotion, and e-service quality contribute 74% to shopeefood customer loyalty in the city of Yogyakarta. The remaining 26% is influenced by other factors not included in this study.

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