Pratiwi, Lusiana and Drs. Sunaryo, and Dr. Mugiono, (2021) Pengaruh E-Service Quality Terhadap E-Loyalty Yang Dimediasi Oleh Variabel E-Trust Dan Brand Image (Studi Pada Pengguna Aplikasi E-Wallet Ovo Di Kota Malang). Magister thesis, Universitas Brawijaya.
Abstract
Jumlah penyedia e-wallet di Indonesia sangat banyak, sehingga terjadi persaingan yang ketat antar masing-masing penyedia e-wallet. Semakin ketatnya persaingan e- wallet, membuat pengguna tidak hanya setia pada satu jenis e-wallet dan membuat pengguna beralih merek atau provider dalam menggunakan e-wallet. Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi e-service quality terhadap e-loyalty yang dimediasi oleh e-trust dan brand image. Penelitian ini termasuk penelitian eksplanatori. Responden dalam penelitian ini adalah pengguna aplikasi e-wallet OVO di Kota Malang, penentuan jumlah sampel dalam penelitian ini menggunakan teknik purposive sampling dengan jumlah sampel sebanyak 200 responden. Metode pengumpulan data menggunakan kuesioner, data dianalisis menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa e-service quality tidak berpengaruh signifikan terhadap e-loyalty. E-service quality berpengaruh signifikan terhadap e-trust, e-trust berpengaruh signifikan terhadap e-loyalty. E-service quality berpengaruh signifikan terhadap brand image, brand image berpengaruh signifikan terhadap e-loyalty. E-trust dan brand image mampu dengan sempurna memediasi hubungan antara e-service quality dan e-loyalty. OVO diharapkan dapat terus menjaga dan meningkatkan e-trust karena terbukti dalam penelitian ini e-trust memiliki, viii pengaruh paling besar terhadap e-loyalty sehingga dapat menjadi competitive advantage bagi OVO.
English Abstract
he amount of e-wallet providers in Indonesia is so many, so there is intense competition between each e-wallet provider. The tighter competition for e-wallet, makes users not only loyal to one type of e-wallet and makes users switch brands or providers in using an e-wallet. This study aims to investigate the factors that influence e-service quality on e-loyalty mediated by e-trust and brand image. This research is categorized as explanatory research. Respondents in this study were users of the OVO ewallet application in Malang City, determining the number of samples in this study using a purposive sampling technique with a sample of 200 respondents. The method of collecting data is using a questionnaire, the data is analyzed using PLS- SEM. The results showed that e-service quality had no significant effect on e-loyalty. E-service quality has a significant effect on e-trust, e-trust has a significant effect on e-loyalty. E-service quality has a significant effect on brand image, brand image has a significant effect on e-loyalty. E-trust and brand image can play a fully mediating role in the relationship between e-service quality and e-loyalty. OVO is expected to continue to maintain and increase e-trust because it is proven in this research that e- trust has the greatest influence on e-loyalty so that it can be a competitive advantage for OVO
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | :0421020045 |
| Uncontrolled Keywords: | e-service quality, e-loyalty, e-trust, brand image, e-service quality, e-loyalty, e-trust, brand image. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Nur Cholis |
| Date Deposited: | 02 Feb 2023 04:37 |
| Last Modified: | 09 Oct 2024 06:32 |
| URI: | http://repository.ub.ac.id/id/eprint/197243 |
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