PENGARUH PENGALAMAN PELANGGAN DAN KETERIKATAN EMOSIONAL TERHADAP LOYALITAS KONSUMEN PADA PENGGUNA APLIKASI SHOPEE (Studi Kasus Mahasiswa Universitas Muhammadiyah Bengkulu)
Abstract
This study aims to analyze the influence of customer experience and emotional attachment on consumer loyalty in Shopee application users among students of the University of Muhammadiyah Bengkulu. With the increasing use of e-commerce, understanding the factors that affect consumer loyalty has become crucial to marketing strategies. The research method uses a quantitative survey with a questionnaire distributed to 110 respondents. The questionnaire is designed to measure the variables of customer experience (X1), emotional attachment (X2), and consumer loyalty (Y). Data analysis was carried out using multiple linear regression.
The results showed that customer experience had a significant influence on consumer loyalty (t-count = 8.891; p < 0.001), which means that the better the user experience, the higher their loyalty. In contrast, emotional attachment did not show any significant influence individually, although it remained positive. Simultaneously, these two variables had a significant effect on consumer loyalty (F-count = 287.420; p < 0.001). These findings emphasize the importance of improving the customer experience to strengthen loyalty, as well as considering the emotional aspects of the consumer relationship.
Keywords : Costumer experience, Emotional attachment, Consumer loyality
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