Analysis for Customer Loyalty and Customer Satisfaction Lazada Company as Intervening during the Covid-19 Pandemic


Authors : Satria Ramadhan Syahbirin; Sonny Indrajaya

Volume/Issue : Volume 8 - 2023, Issue 3 - March

Google Scholar : https://bit.ly/3TmGbDi

Scribd : https://bit.ly/3JU2U6w

DOI : https://doi.org/10.5281/zenodo.7754623

Abstract : This study explains the influence of Lazada's customer loyalty and satisfaction during a pandemic. This research was conducted virtually from February 2021 to June 2022 with 80 respondents using a purposive sampling technique. This research used four variables of brand image, customer experience, customer satisfaction and customer loyalty. The data in this study were obtained from primary sources using a questionnaire distributed online via the Google form and measured with a Likert scale. Testing the research hypothesis was carried out using the Partial Least Square (PLS) based Structural Equation Model (SEM) approach. The results of this study, namely the results of hypothesis testing using smartLPS 4.0 in this study indicate that consumer customer experience and customer satisfaction in using Lazada products have a positive and significant influence on customer loyalty. But the brand image shows that there is a positive influence but not significant. This proves that the customer experience in this study when using Lazada products has a significant role in their satisfaction in using Lazada. Customer satisfaction can either improve or increase customer loyalty, so companies need to maintain a good experience for customers and this factor becomes one of the factors that strengthen customer loyalty to these products. Theoretical implications of this research are the implications of this research, namely that it is expected to be able to carry out both studies, namely qualitative and quantitative to provide more in-depth research results and more effective suggestions, using variables that are not used in the pre-survey table and further research can be carried out on e- other commerce or in other business sectors, because with different objects it is possible to produce different conclusions. The practical implication of this research is that Lazada companies still have to pay attention to changing times and have to maintain the existence of customers.

Keywords : Loyalty, customer satisfaction, brand image, Lazada, Covid-19 Pandemic.

This study explains the influence of Lazada's customer loyalty and satisfaction during a pandemic. This research was conducted virtually from February 2021 to June 2022 with 80 respondents using a purposive sampling technique. This research used four variables of brand image, customer experience, customer satisfaction and customer loyalty. The data in this study were obtained from primary sources using a questionnaire distributed online via the Google form and measured with a Likert scale. Testing the research hypothesis was carried out using the Partial Least Square (PLS) based Structural Equation Model (SEM) approach. The results of this study, namely the results of hypothesis testing using smartLPS 4.0 in this study indicate that consumer customer experience and customer satisfaction in using Lazada products have a positive and significant influence on customer loyalty. But the brand image shows that there is a positive influence but not significant. This proves that the customer experience in this study when using Lazada products has a significant role in their satisfaction in using Lazada. Customer satisfaction can either improve or increase customer loyalty, so companies need to maintain a good experience for customers and this factor becomes one of the factors that strengthen customer loyalty to these products. Theoretical implications of this research are the implications of this research, namely that it is expected to be able to carry out both studies, namely qualitative and quantitative to provide more in-depth research results and more effective suggestions, using variables that are not used in the pre-survey table and further research can be carried out on e- other commerce or in other business sectors, because with different objects it is possible to produce different conclusions. The practical implication of this research is that Lazada companies still have to pay attention to changing times and have to maintain the existence of customers.

Keywords : Loyalty, customer satisfaction, brand image, Lazada, Covid-19 Pandemic.

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