PENGARUH WEBSITE QUALITY TERHADAP LOYALITAS PELANGGAN SHOPEE DI KOTA PALU

This study aims to determine and analyze the effect of website quality which consists of information, security, convenience, comfort and service quality simultaneously and partially on the customer loyalty of the Shopee who using website in Palu. This type of research is descriptive causal. The population of this study were all customers of the Shopee who using website in Palu. The sampling technique used in this study was purposive sampling, with a sample size 50 respondents. Data collection techniques used were observation, interviews, questionnaires and documentation, using Likert scale and the analysis used is Multiple Linear Regression. The result showed that website quality which consists of information, security, convenience, comfort and service quality simultaneously has a significant effect on customer loyalty of the Shopee who using website in Palu. Of the five quality websites, only safety and comfort have a significant effect on customer loyalty. Whereas information, convenience and quality of service have positive but insignificant influences.