THE FACTOR OF CUSTOMER SATISFACTION, CUSTOMER TRUST, BRAND IMAGE TOWARD CUSTOMER LOYALTY ON MILENNIALS GENERATION IN JAKARTA

Abstract

This study aims to identify the factors which influence customer loyalty toward Shopee Paylater by using variable namely, customer satisfaction, brand image, and customer trust. This study used quantitative research and distributed in the google form of the questionnaire as the instrument tool with 20 questions. By using purposive sampling technique, the questionnaire filled up by 209 users of Shopee Paylater which Milennials Generation in Jakarta areas. The data collected were analyzed with the PLS-Structural Equation Model with the software SmartPLS 3.2.2. The results of this study, that of the four hypotheses proposed, one hypothesis were declared has a not-positive significant influence (Customer Trust to Customer Loyalty), while the other three hypotheses were stated positive significant influence and accepted.