Pengaruh Kualitas Pelayanan, Promosi dan Kepercayaan Merek terhadap Loyalitas Pelanggan Pengguna E-Commerce Tokopedia pada Mahasiswa S1 Manajemen Angkatan 2023-2024 Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara

Abstract

This study aims to determine and analyze the effect of Service Quality, Promotion and Brand Trust on Customer Loyalty in Tokopedia E-Commerce for Undergraduate Management Students Class of 2023-2024, Faculty of Economics and Business, University of North Sumatra. The population in this study were students who used Tokopedia e-commerce who had made at least two purchases, the number of which was unknown. The number of samples in this study was 81 respondents with a random sampling technique. Data collection using a questionnaire. The analysis technique used multiple linear regression analysis. The results of this study indicate that simultaneously Service Quality, Promotion and Brand Trust have a significant effect on Customer Loyalty in Undergraduate Management Students Class of 2023-2024, Faculty of Economics and Business, University of North Sumatra. Partial tests show that Service Quality, Promotion and Brand Trust each have a positive and significant effect on Customer Loyalty in Undergraduate Management Students Class of 2023-2024, Faculty of Economics and Business, University of North Sumatra.