Pengaruh Citra Perusahaan Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Pada PT. Mayora Melalui Platform E-Commerce Tokopedia Dan Shopee
Abstract
Abstract.
This Research aimed to analyze “The Influence of Corporate image and service Quality on Customer Loyalty
at PT Mayora Through the Tokopedia and Shopee E-Commerce Platforms.” Amidst intense competition in
the fast Moving Consumer Goods (FMCG) industry, a positive corporate image and satisfactory service
quality were crucial factors in maintaining customer loyalty. This research used a quantitative approach to
test the hypothesis regarding the relationship between corporate image, service quality, and customer
loyalty. Data was collected through questionnaires distributed to PT Mayora Customers who shopped
through e-commerce platforms and analyzed using multiple linear regression. The result of this research
were expected to provide empirical insights for PT Mayora and other companies in the FMCG industry in
formulating strategies to increase customer loyalty through effective corporate image management and
service quality.
Keywords: Corporate Image, Service Quality, Customer Loyality, FMCG, E-Commerce
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