THE EFFECT OF LAZADA WEBSITE QUALITY TO SATISFACTION AND CONSUMER LOYALTY

Abstract

This study aims to determine the effect of Lazada's website quality on customer satisfaction and loyalty in Indonesia.
This study has one independent variable, namely website quality, intervening variables, namely customer satisfaction,
and the dependent variable namely consumer loyalty. Website quality variables have three main indicators, namely
usability, information quality, and service interaction. Data analysis techniques in this study use path analysis. The results
of this study indicate that: 1) There is a significant direct effect between the quality of Lazada's website on consumer
satisfaction, 2) there is a direct influence between consumer satisfaction on consumer loyalty, 3) there is a direct influence
between the quality of the website on consumer loyalty, 4) there is an indirect effect between website quality on
consumer loyalty through customer satisfaction.