This study explains the influence of Lazada's
customer loyalty and satisfaction during a pandemic.
This research was conducted virtually from February
2021 to June 2022 with 80 respondents using a purposive
sampling technique. This research used four variables of
brand image, customer experience, customer satisfaction
and customer loyalty. The data in this study were
obtained from primary sources using a questionnaire
distributed online via the Google form and measured
with a Likert scale. Testing the research hypothesis was
carried out using the Partial Least Square (PLS) based
Structural Equation Model (SEM) approach. The results
of this study, namely the results of hypothesis testing
using smartLPS 4.0 in this study indicate that consumer
customer experience and customer satisfaction in using
Lazada products have a positive and significant
influence on customer loyalty. But the brand image
shows that there is a positive influence but not
significant. This proves that the customer experience in
this study when using Lazada products has a significant
role in their satisfaction in using Lazada. Customer
satisfaction can either improve or increase customer
loyalty, so companies need to maintain a good experience
for customers and this factor becomes one of the factors
that strengthen customer loyalty to these products.
Theoretical implications of this research are the
implications of this research, namely that it is expected
to be able to carry out both studies, namely qualitative
and quantitative to provide more in-depth research
results and more effective suggestions, using variables
that are not used in the pre-survey table and further
research can be carried out on e- other commerce or in
other business sectors, because with different objects it is
possible to produce different conclusions. The practical
implication of this research is that Lazada companies
still have to pay attention to changing times and have to
maintain the existence of customers.
Keywords :
Loyalty, customer satisfaction, brand image, Lazada, Covid-19 Pandemic.
