Pengaruh Etika Pemasaran Islam, Kualitas Layanan dan Kualitas Produk Terhadap Loyalitas Pelanggan Fashion Muslim E-Commerce Shoppe
Abstract
Study aims to examine the influence of Islamic marketing ethics, service quality, and product quality on customer loyalty in Muslim e-commerce shoppe fashion products. The population in this study were all students from the Faculty of Economics and Business, Selamat Sri University class of 2022, totaling 450 students. Sampling used a purposive sampling method, only Kendal City Muslim students who were e-commerce shoppe users and had purchased at least two Muslim fashion products, based on the criteria the sample was 100 students. The analytical tool in this research uses SmartPLS software version 4.0.9.8. The research results show that Islamic marketing ethics, service quality and product quality have a significant positive effect on customer loyalty. This research provides managerial implications for the Shopee company to better understand that Islamic marketing ethics, service quality and product quality are very important in increasing customer loyalty.
Keywords: Islamic marketing ethics, service quality and product quality, customer loyalty
Penelitian ini bertujuan untuk pengujian pengaruh etika pemasaran islam, kualitas pelayanan, dan kualitas produk terhadap loyalitas pelanggan pada produk fashion muslim e-commerce shoppe. Populasi pada penelitian ini adalah semua mahasiswa Fakultas Ekonomika dan Bisnis Universitas Selamat Sri angkatan 2022 yang berjumlah 450 mahasiswa. Pengambilan sampel menggunakan metode purposive sampling, hanya mahasiswa muslim Kota Kendal yang merupakan pengguna e-commerce shoppe dan pernah membeli minimal dua kali prroduk fashion muslim, berdasarkan kriteria yang menjadi sampel adalah 100 mahasiswa. Alat analisis pada penelitian ini menggunakan software Smart PLS versi 4.0.9.8 Hasil penelitian menunjukkan etika pemasaran islam, kualitas layanan dan kualitas produk berpengaruh positif yang signifikan terhadap loyalitas pelanggan. Penelitian ini memberikan implikasi manajerial bagi perusahaan shopee untuk lebih memahami bahwa etika pemasarn islam, kualitas pelayanan dan kualitas produk sangat penting dalam meningkatkan loyalitas pelanggan
Kata Kunci : Etika pemasaran islam, kualitas layanan dan kualitas produk, loyalitas pelanggan
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References
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