PENGARUH CITRA PASAR SHOPEE DAN KEPUASAN KONSUMEN TERHADAP LOYALITAS KONSUMEN PRODUK AGRIBISNIS

The development of Shopee as an e-commerce with the highest market image is very significant so that if consumers are satisfied it will create consumer loyalty. The purpose of this study was to determine the effect of market image and/or consumer satisfaction on consumer loyalty partially and simultaneously on Shopee users who shop for agribusiness products. The data used are primary data from consumer respondents of agribusiness products who shop at Shopee Segar Surabaya. The analytical method used is Partial Least Square (PLS). The results show that brand image has a partial influence on consumer loyalty and has a positive relationship. Consumer satisfaction has no significant effect on consumer loyalty and has a positive relationship. Further researchers can analyze independent variables or other constructs to develop knowledge about consumer loyalty, especially for agribusiness products in the online market