Pengaruh Kualitas Website Terhadap Loyalitas Pelanggan yang Dimediasi oleh Kepuasan Konsumen (Studi pada Toko Daring Shopee)

The research objective is to test and analyze the influence of website quality, website quality and customer satisfaction on customer loyalty and test and analyze the effect of website quality on customer loyalty mediated by customer satisfaction. This research method uses a quantitative approach. The population of this study were all students using Shopee at Muhammadiyah University, Surakarta. The sample of this study were 125 students, while the sampling used the purposive sampling method. Data analysis techniques are (1) instrument test (validity and reliability test), (2) Classical Assumption Test (normality, multicollinearity, heteroscedasticity) and (3) Hypothesis Test (multiple linear regression analysis, t test, F test and R2). The results showed that the t test showed that there was an influence (1) Website quality on customer loyalty, the results of the t test of website quality variables obtained that the tcount> t table and p-value t table and p-value t table and p-value