Pengaruh Kualitas Pelayanan dan Citra Merek terhadap Loyalitas Pelanggan pada Pengguna Aplikasi Shopee di Fakultas Psikologi Universitas Sumatera Utara

Abstract

The shift in consumer behavior from offline to online shopping has opened up exciting research opportunities to understand the factors that drive and hinder the adoption of online shopping. This study aims to examine the simultaneous influence of service quality and brand image on customer loyalty among online shopping app users among psychology students at Universitas Sumatera Utara. This research employs a quantitative approach using multiple regression analysis. Data was collected from 270 respondents using scales measuring service quality, brand image, and customer loyalty. The results of the analysis showed an R2 value of .735 and a Q2 value of .532, indicating that service quality and brand image together have a significant positive effect on customer loyalty. The implications of this study suggest that providing good service quality and building a positive brand image are crucial strategies for companies to enhance customer loyalty in the context of online shopping. The findings of this research are expected to contribute theoretically and practically to the understanding of consumer behavior in the digital era, particularly related to customer loyalty in the context of online shopping.