Pengaruh Electronic Customer Relationship Management (E-CRM) terhadap E-Loyalty melalui E-Satisfaction dan E-Trust Tokopedia (Survei pada Mahasiswa S1 Fakultas Ilmu Administrasi Universitas Brawijaya)

Fitrin, Fela and Agung Nugroho Luthfi Imam, F, SAB., M.Bus Sys.Pro Ph.D (2022) Pengaruh Electronic Customer Relationship Management (E-CRM) terhadap E-Loyalty melalui E-Satisfaction dan E-Trust Tokopedia (Survei pada Mahasiswa S1 Fakultas Ilmu Administrasi Universitas Brawijaya). Sarjana thesis, Universitas Brawijaya.

Abstract

Melayani pelanggan merupakan hal yang perlu diperhatikan. Maka dari itu, Tokopedia menggunakan e-CRM (Electronic Customer Relationship Management) agar strategi yang digunakan mampu untuk memperat hubungan dengan pelanggan. Penelitian ini bertujuan untuk mengetahui pengaruh e-CRM terhadap e-loyalty, e-satisfaction, dan e-trust, serta mengetahui pengaruh e-satisfaction dan e-trust sebagai mediator (interverning) antara e-CRM dan e-loyalty. Penelitian ini menggunakan metode kuantitatif dengan menyebarkan kuesioner via Google Form. Populasi dalam penelitian ini adalah mahasiswa aktif S1 Fakultas Ilmu Administrasi Universitas Brawijaya angkatan 2017-2021 minimal satu kali pembelian. Penentuan sampel menggunakan metode purposive sampling berjumlah 116 orang dengan rumus Machin & Campbell (1987). Analisis data menggunakan analisis deskriptif dan analisis inferensial (software SmartPLS v3.3.3 menggunakan Two Stage Approach untuk mengukur Confirmatory Factor Analysis reflektif-formatif). Hasil penelitian menunjukkan bahwa : 1) E-CRM memiliki pengaruh positif dan signifikan terhadap e-loyalty Tokopedia, 2) E-CRM memiliki pengaruh positif dan signifikan terhadap e-satisfaction Tokopedia, 3) E-CRM memiliki pengaruh positif dan signifikan terhadap e-Trust Tokopedia, 4) E-Satisfaction memiliki pengaruh positif dan signifikan terhadap e-loyalty Tokopedia, 5) E-Trust memiliki pengaruh negatif dan signifikan terhadap e-loyalty Tokopedia, 6) E-Satisfaction memediasi hubungan e-CRM dan e-loyalty secara parsial dan memiliki hubungan yang positif dan signifikan, dan 7) E-Trust tidak dapat memediasi hubungan antara e-CRM dan e-loyalty dan memiliki hubungan yang negatif dan tidak signifikan.

English Abstract

Serving customers is something that needs to be considered. Therefore, Tokopedia uses e-CRM (Electronic Customer Relationship Management) with the hope that the strategy used is able to strengthen the relationship with customers. This research aims to determine the influence of e-CRM on e-loyalty, e-satisfaction, and e-trust, as well as to find out the influence of e-satisfaction and e-trust as mediator (interverning) between e-CRM and e-loyalty. This study uses quantitative methods by distributing questionnaires via Google Form. The population in this study are undergraduate students with an active academic status from the Faculty of Administrative Science, Brawijaya University, batch 2017-2021, who uses Tokopedia with at least one time purchase transaction. The determination of the study's sample uses the purposive sampling method, totaling 116 people with Machin & Campbell formula (1987). The data analysis using descriptive analysis and inferential analysis (Software SmartPLS v3.3.3 uses the Two Stage Approach to measure the reflective-formative Confirmatory Factor Analysis). The results show that: 1) E-CRM has a positive and significant effect on Tokopedia e-loyalty, 2) E-CRM has a positive and significant effect on Tokopedia e-satisfaction, 3) E-CRM has a positive and significant influence on Tokopedia e-trust, 4) E-Satisfaction has a positive and significant influence on Tokopedia e-loyalty, 5) E-Trust has a negative and significant influence on Tokopedia e-loyalty, 6) E-Satisfaction mediates the relationship between e-CRM and e-loyalty partially and has a positive and significant connection, and 7) E-Trust can’t mediate the relationship between e-CRM and e-loyalty and has a negative and insignificant connection.

Item Type: Thesis (Sarjana)
Identification Number: 0522030153
Uncontrolled Keywords: Electronic Customer Relationship Management (E-CRM), E-loyalty, E-Satisfaction, E-Trust, Tokopedia., Electronic Customer Relationship Management (e-CRM), e-Loyalty, e-Satisfaction, e-Trust, Tokopedia.
Subjects: 600 Technology (Applied sciences) > 658 General management
Divisions: Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User: soegeng sugeng
Date Deposited: 17 Apr 2023 02:26
Last Modified: 17 Apr 2023 02:26
URI: http://repository.ub.ac.id/id/eprint/198336
[thumbnail of DALAM MASA EMBARGO] Text (DALAM MASA EMBARGO)
Fela Fitrin.pdf
Restricted to Registered users only until 31 December 2024.

Download (6MB)

Actions (login required)

View Item View Item