How Website Characteristics Give Impact to Customer Loyalty on Online Stores Through Customer Satisfaction

Abstract

The purpose of this study is to determine the effect of Website Characteristics on customer satisfaction and impact on customer loyalty in the online store. The population of this research is the first-grade student of Diploma 4 Management Accounting in State Polytechnic of Malang. Using a purposive sampling method dan solving formula 138 samples were collected. In this research, the analysis technique used was linear regression namely path analysis. By using 5% of the significance level, some conclusions can be obtained from this research. The constant value obtained significance (P) if 0.000 is smaller than 0.05. The conclusion that can be drawn based on the result of hypothesis testing on the F-test is that the design of the site, informative, security, and communication have a partially significant effect on the customer's satisfaction, but the variable of shopping convenience has no significant effect partially on the customer's satisfaction. Besides that, the design of the site, informative, security, and communication have a partially significant effect on the customer's loyalty, but the variable of shopping convenience has no significant effect partially on the influence on customer loyalty.