Pengaruh Website Quality, Customer Experience, dan Product Variety Terhadap Loyalitas Pelanggan KFSkin Cosmetics di Tiktokshop
Keywords:
Product Variety, Website Quality, Customer Experience, Customer LoyaltyAbstract
This study aims to empirically examine the influence of website quality, customer experience, and product variety on online customer loyalty for KFSkin Cosmetics products on TikTok Shop. The population in this study includes all customers who have purchased KFSkin Cosmetics products on TikTok Shop within the last six months, with an unknown exact number. The sample consists of 100 respondents, selected using the purposive sampling technique, which involves selecting respondents based on specific criteria.
Data collection was conducted through questionnaires, while data analysis was performed using SPSS 29, including validity tests, reliability tests, classical assumption tests, multiple regression analysis, and hypothesis testing using t-tests and R² tests.
The results indicate that all independent variables—product variety, website quality, and customer experience—have a positive and significant effect on customer loyalty, both partially and simultaneously. The coefficient of determination (R²) is 0.554, or 55.4%, meaning that these three independent variables contribute 55.4% to the dependent variable (customer loyalty). The remaining 44.6% is influenced by other factors outside this study.
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