Analisis Faktor E-Service Quality Dan Nilai Yang Diterima Terhadap Loyalitas Pelanggan Dalam Pembelian Online Melalui Shopee.Co.Id Di Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Surakarta

PT Shopee Indonesia, better known by Shopee is one of the shopping centers managed by Garena (renamed SEA Group) and its e-commerce success in exploiting the opportunities of e-commerce market in Indonesia with the site that is Shopee.Co.Id. This study focuses on consumers who have made online purchases through Shopee and are interested in loyalty. This study aims to determine the effect of e-service quality and perceived value on customer loyalty in online purchases through shopee.co.id. Subjects in this study are students of University Muhammadiyah Surakarta (UMS) Faculty of Economics and Business, are interested to loyal in online purchases through the website Shopee.co.id. The number of samples in this study 100 respondents. The sampling technique used purposive sampling. The analysis tool in this study using multiple linear regression analysis, partial test (t test), simultaneous test (F test) and coefficient of determination (R2). In conclusion, the results of research shows that e-service quality and perceived value have a positive and significant effect on customer loyalty. Simultaneously e-service quality and perceived value to customer loyalty have fit model. In the model established e-service quality and perceived value have the ability to explain customer loyalty decision of 45.1% and the remaining 54.9% is still influenced by other variables