PENGARUH KUALITAS SITUS DAN KEPERCAYAAN TENTANG LOYALITAS PELANGGAN UNTUK TOKOPEDIA ONLINE SHOP
The purpose of this research is to identify 1) Does the quality of the site
have a positive effect on the belief of online store customers tokopedia? 2) Does the trust has a positive effect on the loyalty of online store customer's tokopedia, 3) Does the quality of the site positively affect the loyalty of online store tokopedia? Data collection was done by survey method. The distribution of questionnaires was conducted by intercepting UPH management students. Questionnaires were given to students who had transacted on tokopedia
online store site. The number of samples in this study amounted to 100 students. The statistical analysis using partial least square-structural equation modeling
(PLS-SEM) with the help of SmartPls 3.0 program. The results showed that site and trust qualities have a positive effect on customer loyalty. Furthermore the quality of the site has a positive effect on customer trust.
Keywords : website quality, trust, loyalty.