Pengaruh Relationship Marketing dan E-Servicescape terhadap Loyalitas Pelanggan (Studi pada Pengguna E-Commerce Tokopedia di Kota Medan)

Abstract

This research is motivated by the increasingly intense competition in the e- commerce industry in Indonesia, including in Medan City, which encourages companies such as Tokopedia to create effective marketing strategies to maintain customer loyalty. One important strategy is the implementation of relationship marketing and the quality of e-servicescape, both of which can influence customer satisfaction and loyalty. However, preliminary research indicates that although some customers are satisfied with Tokopedia, there are still discrepancies in terms of display, navigation, and the relevance of promotions as perceived by consumers. This study aims to analyze the influence of Relationship Marketing and E- Servicescape on Customer Loyalty among Tokopedia e-commerce users in Medan City. This study employs a quantitative method with an associative approach. Data were collected through questionnaires distributed to 100 respondents who met the criteria, namely Tokopedia users in Medan City who had made at least two purchases. Data analysis techniques include validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial test (t-test), simultaneous test (F-test), and coefficient of determination, using SPSS software. The results of the study show that Relationship Marketing has a positive and significant effect on customer loyalty, with a t-value greater than the t-table value and a significance level less than 0.05. E-Servicescape also has a positive and significant effect on customer loyalty. Simultaneously, both independent variables have a significant influence on Tokopedia customers’ loyalty in Medan City. The Adjusted R Square value of 0.799 indicates that approximately 79.9% of the variation in customer loyalty can be explained by relationship marketing and e- servicescape, while the remaining 20.1% is influenced by other factors outside this study.