Konsekuensi Acces Convenience dan Search Convenience: pada Aplikasi E-Commerce
DOI:
https://doi.org/10.30640/trending.v2i2.2407Keywords:
search convenience, convenient access, customer satisfaction, customer loyaltyAbstract
The aim of this research is to analyze the positive influence of search convenience and access convenience on customer satisfaction, and the positive influence of customer satisfaction on customer loyalty. The unit of analysis used in this research is individuals who have made purchases through e-commerce applications such as Tokopedia, Shoppe, Lazada, Blibli, Bukalapak. At least 4 purchases have been made through the e-commerce application in the last 3 months. This research uses a cross-sectional time dimension, which means data is collected only once, perhaps over several days, weeks or months with the aim of answering research questions. The analytical tool used is the structural equation model (SEM).
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