ANALISIS LOYALITAS KONSUMEN ONLINE SHOPPING SHOPEE PADA ERA COVID-19 DI PADANG
Keywords:
Switcher, Like the Brand, Satisfied Buyer, Habitual Buyer & Commited BuyerAbstract
This study aims to analyze the level of consumer loyalty in the city of Padang who shop through the Shopee website. In this study, several consumers who live in the city of Padang and have used the Shopee website at least twice for online shopping are used in this study. The process of distributing questionnaires is carried out using a google form or distributed directly. The analysis technique used is to use a frequency distribution and find the percentage of the Respondent's Achievement Level (TCR). Based on the results of the analysis that has been carried out, it is found that consumers who are categorized as switchers, satisfied buyers, like the brand, habitual buyers and committed buyers have the same high level. Thus, it can be concluded that consumers in Padang City have a strong commitment to access and use the Shopee website but also occasionally also use other online buying and selling websites.References
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