Pengaruh Kepercayaan Konsumen Terhadap Loyalitas Konsumen Pada Bisnis Digital di Kota Padangsidimpuan
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The development of digital business increases the importance of consumer trust as a foundation for long-term customer relationships. This study aims to analyze the relationship between consumer trust and loyalty in digital business based on questionnaire data. A quantitative approach was applied to 30 respondents using a Likert-scale instrument consisting of five trust indicators and five loyalty indicators. The data were analyzed using descriptive statistics, reliability testing, Pearson correlation, and simple linear regression. The results show that the mean consumer trust score was 3.79, while the mean loyalty score was 3.67 on a 1–5 scale. Consumer trust showed a positive relationship with loyalty with a correlation coefficient of 0.355, but the significance value of 0.054 did not reach the 5% significance level. The R² value of 0.126 indicates that consumer trust explained 12.6% of the variation in loyalty within the sample. The findings indicate a positive tendency between consumer trust and loyalty; however, the results should be interpreted cautiously because of the relatively limited number of respondents.
Perkembangan bisnis digital meningkatkan kebutuhan terhadap kepercayaan konsumen sebagai dasar hubungan jangka panjang dengan pelanggan. Penelitian ini bertujuan menganalisis hubungan kepercayaan konsumen dengan loyalitas pada bisnis digital berdasarkan data kuesioner. Penelitian menggunakan pendekatan kuantitatif dengan 30 responden dan instrumen skala Likert yang terdiri atas lima indikator kepercayaan dan lima indikator loyalitas. Data dianalisis menggunakan statistik deskriptif, uji reliabilitas, korelasi Pearson, dan regresi linear sederhana. Hasil menunjukkan rata-rata kepercayaan konsumen sebesar 3,79 dan loyalitas sebesar 3,67 pada skala 1–5. Kepercayaan memiliki hubungan positif dengan loyalitas dengan nilai korelasi sebesar 0,355, tetapi nilai signifikansi sebesar 0,054 belum mencapai taraf signifikansi 5%. Nilai R² sebesar 0,126 menunjukkan bahwa kepercayaan menjelaskan 12,6% variasi loyalitas dalam sampel. Temuan menunjukkan adanya kecenderungan hubungan positif antara kepercayaan dan loyalitas, tetapi hasil perlu ditafsirkan secara hati-hati karena jumlah responden relatif terbatas.
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