Pengaruh Kepercayaan dan Pengalaman Konsumen Terhadap Loyalitas Melalui Kepuasan Konsumen Produk Fesyen di Lazada Indonesia

Abstract

This research was conducted on consumers of fashion products on Lazada throughout Indonesia. The aim is to determine the direct influence of trust and consumer experience on loyalty, as well as the direct influence of consumer satisfaction on loyalty, and the role of consumer satisfaction in mediating the variables of trust and consumer experience on loyalty. The data collection method used in this study involved distributing questionnaires with purposive sampling for 250 respondents who were over 18 who had purchased fashion products on Lazada at least 2x (twice) in the last 6 months (November 2023 - April 2024). The analysis method employed in this research is path analysis using SPSS 25 software. Hypothesis testing shows significant results between the variables studied as in the hypothesis formulated. The results of this research state that: 1) Trust has a significant effect on consumer satisfaction. 2) Consumer experience has a significant effect on consumer satisfaction. 3) Trust has a significant effect on loyalty. 4) Consumer experience has a significant effect on loyalty. 5) Consumer satisfaction has a significant effect on loyalty. 6) Trust has a significant effect on loyalty through consumer satisfaction as an intervening variable. 7) Consumer experience has a significant effect on loyalty through consumer satisfaction as an intervening variable.