The Influence of Price Perception, E-Service Quality, and Customer Value on Customer Loyalty in the Canva Pro Application (A Case Study on Generation Z Students)

Rahmadani, Salma (2025) The Influence of Price Perception, E-Service Quality, and Customer Value on Customer Loyalty in the Canva Pro Application (A Case Study on Generation Z Students). S1 Undergraduate thesis, Universitas Darussalam Gontor.

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Abstract

This study aims to analyze The Influence of Price Perception, E-Service Quality, and Customer Value on Customer Loyalty in The Canva Pro Application, focusing on Generation Z Students as the research subjects. A quantitative method was employed in this research, with data collected through questionnaires from 400 respondents who are Canva Pro users. The data analyzed was conducted using multiple linear regression to determine the effect of each variable on Customer Loyalty. The results of the study indicate that, simultaneously, Price Perception, E-Service Quality and Customer Value significantly influence Customer Loyalty, with an Adjusted RSquare value of 0.768, meaning that these three variables explain 76.8% of the variation in Customer Loyalty. Partially, E-Service Quality and Customer Value have a positive and significant effect on Customer Loyalty, with coefficient values of 0.416 and 0.488 respectively. Conversely, Price Perception does not show a significant effect on loyalty, with a P-Value of 0.174.

Item Type:	Thesis ( S1 Undergraduate )
Additional Information:	Skripsi: Salma Rahmadani NIM : 422021428057
Uncontrolled Keywords:	Price Perception, E-Service Quality, Customer Value, Customer Loyalty, Canva Pro
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HG Finance
Divisions:	Fakultas Ekonomi dan Manajemen UNIDA Gontor > Manajemen
Depositing User:	2021 Salma Rahmadani
Date Deposited:	11 Feb 2025 00:20
Last Modified:	11 Feb 2025 00:20
URI:	http://repo.unida.gontor.ac.id/id/eprint/5355