The Influence of Service Quality and Price Perception on Customer Loyalty with Customer Satisfaction as a Mediating Variable on the Shopee Platform among Faculty of Economics and Business Universitas Negeri Jakarta Student

Abstract

In the context of Shopee platform usage among students in the Economic Administration Study Program, Faculty of Economics and Business, Universitas Negeri Jakarta, this study attempts to assess the influence of price perception and service quality on customer loyalty, with customer satisfaction acting as a mediating variable. One hundred respondents were chosen by a survey procedure, which used a quantitative methodology. A Likert-scale survey was used to gather data, and SmartPLS 4.0 software was used to analyze the results using Partial Least Square Structural Equation Modeling (PLS-SEM). The findings showed that customer satisfaction is strongly and favorably impacted by both pricing perception and service quality. The only factor that had a significant direct effect on customer loyalty, nevertheless, was price perception. Service quality's direct influence on loyalty was weak, although statistically significant. Interestingly, customer satisfaction exhibited a negative relationship with loyalty, indicating that satisfaction does not necessarily lead to loyalty among student users of Shopee. Price perception emerged as the most influential factor in forming customer loyalty, both directly and indirectly.