The Effect of Price, Advertising, and E-Service Quality on Customer Loyalty Online Services Users

This study aims to determine the effect of Price, Advertising and E-Service Quality on Customer Loyalty and also to find out and analyze the most dominant factors that influence Customer Loyalty. The population in this study is the millennial generation (aged 18-37 years) online travel agent users Traveloka and Tiket.com services in Medan. The sample in this study were 150 people aged 18-37 years who had used Traveloka or Tiket.com at least 2 times consisting of 75 respondents of Traveloka users and 75 respondents of Tiket.com users in Medan. Samples were taken by accidental sampling technique. The analytical method used is descriptive analysis method and multiple linear regression analysis method. This type of research is associative research and the data used are primary data and secondary data obtained through documentation studies and questionnaires that are measured using a Likert scale. The data is processed statistically with the SPSS for windows program, namely the determinant coefficient (R2), f test and t test. The results of this study indicate that simultaneously Advertising, Price and E-Service Quality significantly influence Customer Loyalty. Partially, the variable Advertising, Price and E-Service Quality has a positive and significant effect on Customer Loyalty