An Analysis of the Effect of Utilitarian Values on Shopee E-Commerce Satisfaction and Loyalty with SEM-PLS

Abstract

This research examines Shopee consumers who have shopped at least once and are students in the Department of Accounting, Faculty of Economics, Pamulang University. The method used was the Structural Equation Modeling-Partial Least Square (SEM-PLS). The purpose of this research was to examine the direct effect of utilitarian values on satisfaction, examine the direct effect of satisfaction on loyalty, and examine the indirect effect of utilitarian values on loyalty. Based on the results of the research, it can be concluded that there was a significant influence on satisfaction and loyalty, utilitarian values, and satisfaction, as well as utilitarian values and loyalty. There was a significant influence of Utilitarian values and loyalty with satisfaction as an intervening variable.

El ewom y los influencers como fenómeno digital en el reconocimiento de marcas deportivas

“…Internet cambió significativamente la forma de comunicarse, y las empresas vieron la oportunidad de aprovechar nuevos espacios de comunicación vendiendo y promocionando productos mediante redes sociales. De consecuencia, las ventas aumentaron y las empresas lograron objetivos estratégicos como la generación de valor y fidelidad de la marca (Valentika, 2020).…”