The Effect of Service Quality, Website Quality, Price, and Brand Image on Consumer Satisfaction Impact on Consumer Loyalty in OLX Online Stores

The purpose of this study is to 1) Analyze the relationship of service quality to customer satisfaction in OLX stores, 2) Analyze the influence of site quality on consumer satisfaction in OLX stores, 3) Analyze the effect of prices on consumer satisfaction in OLX stores, 4) analyze the influence of brand image to consumer satisfaction at OLX stores, 5) Analyzing the effect of service quality on consumer loyalty at OLX stores, 6) Analyzing the influence of website quality on consumer loyalty at OLX stores, 7) Analyzing prices on consumer loyalty at OLX stores, 8) analyzing the influence of brand image to consumer loyalty to OLX stores, 9) analyze consumer satisfaction with consumer loyalty to OLX stores. The population in this study is the city people who buy at OLX online stores with a sample of 100 respondents. The data analyzed were obtained using structural Equation modeling (SEM) with smart PLS 3.0. The results showed that 1) the quality of service had a significant effect on customer satisfaction at OLX stores, 2) the quality of service was convincingly significant on consumer loyalty at OLX stores, 3) the quality of the website had a significant effect on customer satisfaction at the OLX store, 4) the quality of the website had a significant effect to consumer loyalty at OLX stores, 5) price significantly influences customer satisfaction at OLX stores, 6) price significantly influences customer loyalty at OLX stores, 7) brand image has a significant effect on customer satisfaction at OLX stores, 8) brand image has a significant effect on consumer loyalty in OLX stores, 9) significant customer satisfaction on consumer loyalty in OLX online stores.