Analisis Pengaruh Ulasan Konsumen Terhadap Loyalitas Pelanggan Pada Aplikasi Shopee

Abstract

This study aims to analyze the influence of consumer reviews on customer loyalty on the Shopee platform. This study uses a quantitative descriptive research approach in the form of survey research. The data collection technique in this study uses primary data obtained through questionnaires and secondary data in the form of documents, reports, archives, and relevant literature to support and strengthen the research findings. The sample in this study was 96 respondents who are Shopee platform customers using a probability sampling approach. The data analysis technique in this study used simple linear regression analysis. Based on the results of the study conducted on 96 respondents, it can be concluded that consumer reviews have a significant and positive influence on customer loyalty on the Shopee application. This is evidenced by the results of the t-test with a calculated t value of 8.012 and a significance level of 0.000, indicating that consumer reviews significantly influence the level of user loyalty. These results can have implications for companies to continue improving the quality of reviews by ensuring the system for filtering fake reviews is running effectively, and providing space for consumers to provide more detailed and informative reviews, including photos or videos.