PENGARUH E-SERVICE QUALITY DAN BRAND IMAGE TERHADAP E-CUSTOMER LOYALTY YANG DIMEDIASI OLEH E-CUSTOMER SATISFACTION PENGGUNA E-COMMERCE TRAVELOKA DI KOTA BANDUNG.

Calvin Marcellino, Leni Evangalista

Abstract


ABSTRAK

Berdasarkan data Statista Market Insight, jumlah pengguna e-commerce di Indonesia mencapai 178,94 juta orang pada 2022. Jumlah tersebut meningkat 12,79% dibandingkan pada tahun sebelumnya yang sebanyak 158,65 juta pengguna. Melihat trennya, pengguna e-commerce di Indonesia terpantau terus meningkat. Penelitian ini bertujuan untuk mengetahui pengaruh e-service quality dan brand image terhadap e-customer loyalty yang dimediasi oleh e-customer satisfaction. Penelitian ini melibatkan sampel dan populasi dengan usia minimal 17 tahun ke atas dan pengguna aplikasi e-commerce Traveloka. Jumlah dari sampel penelitian ini ditetapkan sebanyak 125 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 signifikan terhadap e-customer satisfaction, brand image berpengaruh signifikan terhadap e-customer satisfaction, e-service quality berpengaruh signifikan terhadap e-customer loyalty, brand image  berpengaruh signifikan terhadap e-customer loyalty, e-customer satisfaction berpengaruh signifikan terhadap e-customer loyalty, e-customer satisfaction berperan memediasi pengaruh e-service quality terhadap e-customer loyalty, dan , e-customer satisfaction  berperan memediasi pengaruh brand image terhadap e-customer loyalty.

Kata Kunci: Kualitas Layanan, Citra Merek, Kepuasan Pelanggan , Loyalitas Pelanggan

ABSTRACT

Based on Statista Market Insight data, the number of e-commerce users in Indonesia reached 178.94 million people in 2022. This number increased by 12.79% compared to the previous year which amounted to 158.65 million users. Looking at the trend, e-commerce users in Indonesia are observed to continue to increase. This study aims to determine the effect of e-service quality and brand image on e-customer loyalty mediated by e-customer satisfaction. This research involved a sample and population with a minimum age of 17 years and Traveloka application users. The number of samples for this research was determined at 125 respondents, collecting samples using convenience sampling which is included in the non-probability sampling category. Data analysis uses SPSS 26. The research results found that e-service quality has a significant effect on e-customer satisfaction, brand image has a significant effect on e-customer satisfaction, e-service quality has a significant effect on e-customer loyalty, brand image has  significant effect on e-customer loyalty, e-customer satisfaction has a significant effect on e-customer loyalty, e-customer satisfaction plays a mediating role in the influence of e-service quality on e-customer loyalty, and e-customer satisfaction play a mediating role in the influence of brand image on e-customer loyalty.

Keyword: E-Service Quality, Brand Image, E-Customer Satisfaction, E-Customer Loyalty


References


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DOI: http://dx.doi.org/10.35906/jep.v10i1.1978

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