Pengaruh Kepercayaan Dan Kualitas Pelayanan Terhadap Loyalitas Konsumen Dengan Kepuasaan Konsumen Sebagai Variabel Mediasi Pada E-Commerce Tokopedia

Silviana, Nurfirda Sofia and Dr. ROFIATY,, S.E., M.M. and Prof.Dr. ASTRID PUSPANINGRUM,, SE., MM (2021) Pengaruh Kepercayaan Dan Kualitas Pelayanan Terhadap Loyalitas Konsumen Dengan Kepuasaan Konsumen Sebagai Variabel Mediasi Pada E-Commerce Tokopedia. Magister thesis, Universitas Brawijaya.

Abstract

Konteks penelitian ini berfokus pada kualitas pelayanan elektronik dan kepercayaan konsumen dalam meningkatkan loyalitas pelanggan melalui kepuasan konsumen. Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh E-service quality, dan customer experience of trust terhadap customer loyalty baik secara langsung maupun tidak langsung melalui mediasi e-satisfaction. Populasi dalam penelitian ini adalah seluruh mahasiswa baru Universitas Negeri yang ada di Jawa Timur tahun ajaran 2019/2020 yang masuk katagori generasi Z. Sampel dalam penelitian ini masuk dalam kategori Purposive Sampling, dimana pemilihan responden dengan kriteria sebagai berikut 1) Memiliki aplikasi Tokopedia yang telah terinstal dismartphone 2) Pernah berbelanja melalui aplikasi Tokopedia sebanyak tiga kali. Sampel berjumlah 100 orang yang dihitung dengan rumus slovin. Metode analisis yang digunakan adalah analisis deskriptif dan Partial Least Square (PLS) dengan menggunakan aplikasi software smartPLS. Hasil penelitian ini menunjukkan bahwa e-service quality berpengaruh signifikan terhadap e-satisfaction, dan dari pengujian mediasi menunjukkan bahwa e- satisfaction memberikan peran partial mediation pada pengaruh E-service quality terhadap customer loyalty. Sementara, Costumer experience of trust berpengaruh signifikan terhadap e-satisfaction, pengujian mediasi menunjukkan bahwa e- satisfaction memberikan peran partial mediation pada pengaruh Costumer experience of trust terhadap customer loyalty.

English Abstract

The context of this research focuses on the quality of electronic services and consumer trust in increasing customer loyalty through customer satisfaction. The purpose of this research was to determine and analyze the effect of E-service quality and customer experience of trust on customer loyalty either directly or indirectly through e-satisfaction mediation. The population in this research was all new State University students in East Java for the 2019/2020 academic year that was included in the generation Z category. The sample in this research was included in the Purposive Sampling category, where the selection of respondents with the following criteria 1) Has the Tokopedia application that has installed on a smartphone 2) Have shopped through the Tokopedia application three times. The sample amounted to 100 people who were calculated by the slovin formula. The analytical method used is descriptive analysis and Partial Least Square (PLS) using the smartPLS software application. The results of this research indicate that e-service quality has a significant effect on e-satisfaction, and the mediation test shows that e-satisfaction provides a partial mediation role on the effect of E-service quality on customer loyalty. Meanwhile, Customer experience of trust has a significant effect on e-satisfaction, mediation testing shows that e-satisfaction provides a partial mediation role on the effect of Customer experience of trust on customer loyalty

Other obstract

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Item Type:	Thesis (Magister)
Identification Number:	0421020010041
Uncontrolled Keywords:	e-service quality, customer experience of trust, e-satisfaction, customer loyalty, e-service quality, customer experience of trust, e-satisfaction, customer loyalty
Subjects:	600 Technology (Applied sciences) > 658 General management
Divisions:	S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User:	Nur Cholis
Date Deposited:	11 Nov 2022 02:42
Last Modified:	01 Oct 2024 07:05
URI:	http://repository.ub.ac.id/id/eprint/196267

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