Pengaruh Persepsi Harga dan Kualitas Pelayanan terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan pada E-commerce Shopee (Studi Kasus Mahasiswa/i Jurusan Ekonomi Syariah IAIN Syekh Nurjati Cirebon)

The purpose of this research is to determine the effect of perceived price and service quality on customer loyalty through customer satisfaction on Shopee e-commerce. The most important thing in the business world is the concept of customer satisfaction which is used to attract consumers. It is the company’s obligation to provide the best quality service in order to survive and remain trusted. Creating customer satisfaction can provide benefits including the relationship between the company and the customer to be harmonious, and customers will make repeat purchases so as to create customer loyalty. This study uses quantitative methods based on primary data sourced from distributing questionnaires. The population in this study are students majoring in Islamic economics at IAIN Syekh Nurjati Cirebon class of 2021 who have made transactions on e-commerce Shopee with a sample that has been calculated using the slovin formula, namely 72 students. And data analysis techniques in this study using a path analysis model (path analysis) assisted by using the application SPSS (Statistical Product and Service Solutions). The result of this research is that there is an effect of price on customer satisfaction. This shows that the better the quality of service provided by the Shopee team to the customer team, the more satisfied consumers make purchases at Shopee and will increase the satisfaction of Shopee customers.