LOYALTY FROM SHOPEE APPLICATIONS USER AFFECTED BY DIVERSITY OF PRODUCTS AND QUALITY OF SERVICE

Abstract

This study aims to find out how and how much influence the diversity of products and
service quality on the loyalty of Shopee application users. The factors tested in this study
were product diversity and service quality as independent variables. While loyalty is the
dependent variable. The research method used in this research is descriptive verification. The
sampling technique used in this study used the Slovin technique, with the number of samples
used in this study was 100 people. While the analytical method used in this study is multiple
linear regression analysis. The results of the study indicate that the diversity of products
contributes. Furthermore, the results of the study show that service quality contributes to the
loyalty of Shopee application users. Hypothesis test results in this study indicate that product
diversity and service quality affect the loyalty of Shopee application users.