Hidayah, Fara Elisa (2021) Pengaruh E-Service Quality Terhadap E-Loyalty Melalui E-Satisfaction Pada Pengguna E-Commerce Tokopedia. Sarjana thesis, Universitas Brawijaya.
Abstract
Pertumbuhan e-commerce di Indonesia sangat pesat seiring dengan semakin meningkatnya pertumbuhan jumlah pengguna internet di Indonesia. Banyaknya e- commerce baru yang bermunculan dan terus berkembang memudahkan konsumen melakukan komparasi pembelian suatu produk yang sama antar e-commerce yang berbeda. Kondisi ini membentuk sebuah persaingan baru antar e-commerce untuk mempertahankan loyalitas pelanggan. Penelitian ini bertujuan untuk mengetahui pengaruh e-service quality terhadap e-loyalty dengan e-satisfaction sebagai variabel mediasi pada pengguna e-commerce Tokopedia. Jenis penelitian ini adalah penelitian eksplanatori yang menjelaskan hubungan kausal antar variabel penelitian melalui pengujian hipotesis. Teknik pengambilan sampel menggunakan non- probability sampling dan metode purposive sampling. Ukuran sampel yang digunakan adalah 150 responden dengan ketentuan berusia minimal 17 tahun dan merupakan pengguna aktif Tokopedia yang pernah melakukan transaksi sebagai pembeli lebih dari dua kali. Analisis data menggunakan Partial Least Square (PLS) dan dibantu oleh software SmartPLS 3.3.3. Hasil penelitian ini adalah e-service quality berpengaruh positif dan signifikan terhadap e-loyalty; e-service quality berpengaruh positif dan signifikan terhadap e-satisfaction; e-satisfaction berpengaruh positif dan signifikan terhadap e-loyalty; dan e-service quality berpengaruh positif dan signifikan terhadap e-loyalty dimediasi oleh e-satisfaction.
English Abstract
The growth of e-commerce in Indonesia is very fast in line with the increasing growth in the number of internet users in Indonesia. The number of new e-commerce that has sprung up and continues to grow makes it easier for consumers to compare the purchase of the same product between different e-commerce. This condition forms a new competition between e-commerce to maintain customer loyalty. This research aims to determine the effect of e-service quality on e-loyalty with e-satisfaction as a mediating variable for Tokopedia e-commerce users. The research type is explanatory research which explains the causal connection between research variables through hypothesis testing. The sampling technique used is non- probability sampling and the purposive sampling method. The sample size used were 150 respondents with at least 17 years old and is active Tokopedia users who have made transactions as a buyer more than two times. The data were analyzed by using Partial Least Square (PLS) and SmartPLS 3.3.3 software. The results of this research are e-service quality has a positive and significant effect on e-loyalty; e- service quality has a positive and significant effect on e-satisfaction; e-satisfaction has a positive and significant effect on e-loyalty, and e-service quality affects positively and significantly to the e-loyalty mediated by e-satisfaction
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521020049 |
| Uncontrolled Keywords: | E-Service Quality, E-Loyalty, E-Satisfaction, E-Service Quality, E-Loyalty, E-Satisfaction |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 02 Nov 2021 01:51 |
| Last Modified: | 24 Feb 2022 07:03 |
| URI: | http://repository.ub.ac.id/id/eprint/186296 |
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Text (DALAM MASA EMBARGO)
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