PENGARUH E-SERVICE QUALITY, E-TRUST TERHADAP E-CUSTOMER LOYALTY MELALUI E-CUSTOMER SATISFACTION PENGGUNA E-COMMERCE TOKOPEDIA KOTA BANDUNG

Muhammad Abdurrahman, Leni Evangalista

Abstract


ABSTRAK

Tokopedia secara konsisten menjaga inti nilai dalam bentuk kenyamanan, keramahan, dan kepercayaan pelanggan. Upaya ini memiliki dampak yang signifikan pada tingkat kepuasan pelanggan, rasa kepercayaan, serta loyalitas yang mereka tunjukan. Penelitian ini bertujuan untuk mengetahui pengaruh e-service quality dan e-trust terhadap e-customer loyalty yang dimediasi oleh e-customers satisfaction. e-commerce Tokopedia mengalami penurunan loyalitas pengguna. Penelitian ini melibatkan sampel dan populasi dengan usia minimal 17 tahun ke atas dan pengguna e-commerce Tokopedia. Jumlah dari sampel penelitian ini ditetapkan sebanyak 138 responden, mengumpulkan sampel dengan convenience sampling yang termasuk dalam kategori non-probability sampling. Analisis data menggunakan SPSS 26. Dalam hasil penelitian mendapati bahwa e-service quality berpengaruh positif terhadap e-customer satisfaction, e-trust berpengaruh positif terhadap e-customer satisfaction, e-service quality berpengaruh positif terhadap e-customer loyalty, e-trust berpengaruh positif terhadap e-customer loyalty, e-customer satisfaction berpengaruh positif terhadap e-customer loyalty, e-customer satisfaction berperan memediasi pengaruh e-service quality terhadap e-customer loyalty dan  e-customer satisfaction tidak berperan memediasi pengaruh e-trust terhadap e-customer loyalty.

Kata Kunci: Kualitas Layanan; Kepercayaan; Kepuasan Konsumen; Loyalitas Konsumen

ABSTRACT

Tokopedia consistently maintains its core values of convenience, friendliness, and customer trust. These efforts have a significant impact on the level of customer satisfaction, trust, and loyalty they show. This study aims to determine the effect of e-service quality and e-trust on e-customer loyalty which is mediated by e-customer satisfaction. Tokopedia e-commerce is experiencing a decline in user loyalty. This study involves a sample and population with a minimum age of 17 years and over and Tokopedia e-commerce users. The number of samples of this study was determined as 138 respondents, collecting samples with convenience sampling which is included in the non-probability sampling category. Data analysis used SPSS 26. The results  of the study found that e-service quality had a positive effect on e-customer satisfaction, e-trust had a positive effect on e-customer satisfaction, e-service quality had a positive effect on e-customer loyalty, e -trust has a positive effect on e-customer loyalty, e-customer satisfaction has a positive effect on e-customer loyalty, e-customer satisfaction plays a mediating role in the effect of e-service quality on e-customer loyalty and e-customer satisfaction does not play a role in mediating the effect of e-trust towards e-customer loyalty.

Keywords: P E-service quality; E-trust; E-customer satisfaction; E-customer loyalty


References


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DOI: http://dx.doi.org/10.35906/jep.v10i1.1977

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