| dc.description.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. | en_US |
