PENGARUH WEBQUAL TERHADAP LOYALITAS PELANGGAN DIMEDIASI OLEH KEPERCAYAAN DAN KEPUASAN PELANGGAN SHOPEE DI KOTA MAKASSAR

This study aimed to determine and to analyze the influence of webqual on customer loyalty mediated by customer trust and satisfaction, partially affecting customer loyalty of Shopee in Makassar city. This writing used probability sampling technique. The sample was 130 respondents. To apply these objectives, data collection techniques were used through questionnaires, with multiple linear regression analysis with mediation (path analysis), and hypothesis testing. Based on the results of multiple linear regression analysis with mediation (path analysis), it shows that webqual variables affected customer trust, webqual affected customer satisfaction, webqual affected customer loyalty and there was a significant influence between webqual on loyalty mediated by customer trust and satisfaction of Shopee in Makassar city.