PENGARUH E-SERVICE QUALITY DAN E-SERVICE RECOVERY TERHADAP LOYALITAS PELANGGAN E-COMMERCE MELALUI KEPERCAYAAN DAN KEPUASAN

Fendy Cuandra; Christina Christina; Lily Purwianti; Edy Yulianto; Stefhani Susanto

doi:10.35906/equili.v15i1.2750

PENGARUH E-SERVICE QUALITY DAN E-SERVICE RECOVERY TERHADAP LOYALITAS PELANGGAN E-COMMERCE MELALUI KEPERCAYAAN DAN KEPUASAN

Fendy Cuandra, Christina Christina, Lily Purwianti, Edy Yulianto, Stefhani Susanto

Abstract

ABSTRAK

Pesatnya perkembangan e-commerce telah meningkatkan persaingan antar platform digital, sehingga mempertahankan loyalitas pelanggan menjadi tantangan strategis bagi perusahaan. Dalam kondisi tersebut, kualitas layanan elektronik dan kemampuan pemulihan layanan menjadi faktor penting yang diduga berperan dalam membangun hubungan jangka panjang dengan pelanggan. Penelitian ini bertujuan untuk mengkaji pengaruh kualitas layanan elektronik dan pemulihan layanan terhadap loyalitas pelanggan e-commerce, dengan kepercayaan dan kepuasan sebagai mediator, sesuai konteks Relationship Marketing Theory. Penelitian dilakukan dengan pendekatan kuantitatif menggunakan metode purposive sampling, melibatkan 264 responden pengguna e-commerce di Indonesia. Analisis data dilakukan dengan teknik Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil menunjukkan bahwa baik e-service quality maupun e-service recovery tidak berpengaruh langsung terhadap loyalitas pelanggan, tetapi memiliki pengaruh tidak langsung yang signifikan melalui e-trust dan e-satisfaction. Kebaruan dari studi ini terletak pada penggunaan dua variabel mediasi dalam satu model konseptual yang utuh, untuk menjelaskan hubungan antara kualitas layanan dan loyalitas pelanggan secara lebih mendalam. Temuan ini menunjukkan bahwa loyalitas pelanggan e-commerce terbentuk secara langsung melalui kepercayaan dan kepuasan pelanggan. Hasil ini memperluas Relationship Marketing Theory dengan menegaskan bahwa hubungan jangka panjang di konteks digital bergantung pada kemampuan platform dalam menciptakan rasa aman, kepercayaan, dan pengalaman layanan yang memuaskan.

ABSTRACT

The rapid development of e-commerce has increased competition between digital platforms, making maintaining customer loyalty a strategic challenge for companies. Under these conditions, e-service quality and service recovery capabilities are important factors thought to play a role in building long-term relationships with customers. This study aims to examine the effect of e-service quality and e-service recovery on e-commerce customer loyalty, with e-trust and e-satisfaction as mediators, in the context of Relationship Marketing Theory. The study was conducted with a quantitative approach using a purposive sampling method, involving 264 e-commerce user respondents in Indonesia. Data analysis was performed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) technique. The results show that neither e-service quality nor e-service recovery has a direct effect on customer loyalty, but has a significant indirect effect through e-trust and e-satisfaction. The novelty of this study lies in the use of two mediating variables within a single, coherent conceptual model to more deeply explain the relationship between service quality and customer loyalty. These findings suggest that e-commerce customer loyalty is formed directly through customer trust and satisfaction. These results extend Relationship Marketing Theory by emphasizing that long-term relationships in a digital context depend on the platform's ability to create a sense of security, trust, and a satisfying service experience

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