Pengaruh Kepercayaan Terhadap Loyalitas Yang Dimediasi Kepuasan Konsumen Shopee Pada Generasi Z

ABSTRACT

This study aims to find out trust influences the consumer satisfaction, trust influences the consumer loyalty, consumer satisfaction influences the consumer loyalty, and trust influences the consumer loyalty mediated by consumer satisfaction. The population in this study are Shopee consumers who are Generation Z in Palembang. The sampling
technique this study used is purposive sampling of 100 respondents and the data collection technique used a questionnaire through the Google form. The data analysis
method of this research is regression test and path analysis. The result showed that trust has a positive and significant effect on consumer satisfaction, trust has a positive and significant effect on customer loyalty, satisfaction has a positive and significant effect on consumer loyalty, and it is also found that satisfaction cannot mediate trust and loyalty because the indirect effect is smaller than the effect directly from trust to loyalty.