Pengaruh Customer Experience, Brand Image dan Discount terhadap Loyalitas Pelanggan Pengguna Marketplace Lazada (Studi Kasus Pada Mahasiswa S-1 Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara)

Abstract

This study aims to determine and analyze the effect of Customer Experience, Brand Image and Discount on Customer Loyalty of Lazada Marketplace users (Case Study on Undergraduate Students of the Faculty of Economics and Business, Universitas Sumatera Utara). This research is an associative study and the type of data used is quantitative data. The analysis method used is descriptive analysis and multiple linear regression analysis. The population of the study was undergraduate students of the Faculty of Economics and Business, Universitas Sumatera Utara, class of 2020-2024, totaling 3,130 people. The sample in this study amounted to 100 people with a non-probability sampling technique with a purposive sampling method with the criteria of active Lazada Marketplace users. The results of this study indicate that simultaneously Customer Experience, Brand Image and Discount have a positive and significant effect on Customer Loyalty of Lazada Marketplace users (Case Study on Undergraduate Students of the Faculty of Economics and Business, Universitas Sumatera Utara). The results of this study indicate that partially Customer Experience, Brand Image and Discount have a positive and significant effect on Customer Loyalty of Lazada Marketplace users (Case Study on Undergraduate Students of the Faculty of Economics and Business, Universitas Sumatera Utara)