Yulian, Toni Dwi and Dr. Wahdiyat Moko,, S.E., M.M., CPHR. and Dr. Mugiono,, S.E., M.M., CMA. (2023) Pengaruh E-Shopping Experience Terhadap E-Loyalty dengan E-Trust dan E-Satisfaction sebagai Variabel Mediasi (Studi pada Pelanggan E-Commerce Fashion di Kota Surabaya). Magister thesis, Universitas Brawijaya.
Abstract
Penelitian ini menguji pengaruh e-shopping experience terhadap e-loyalty yang dimediasi oleh e-trust dan e-satisfaction pada e-commerce fashion di kota Surabaya. Penelitian ini merupakan penelitian penjelasan dengan pendekatan kuantitatif yang mengumpulkan data dengan menyebarkan kuesioner kepada 150 responden. Data dianalisis menggunakan model persamaan struktural partial least squares (SEM-PLS). Hasil penelitian ini menunjukkan bahwa e-shopping experience berpengaruh signifikan terhadap e-loyalty. Studi ini juga menemukan bahwa pengalaman e-shopping secara signifikan berdampak pada e-trust dan e-satisfaction. E-trust berpengaruh tidak signifikan terhadap e-loyalty, sedangkan e-satisfaction berpengaruh terhadap e-loyalty. E-trust tidak dapat memediasi hubungan antara pengalaman e-shopping dan e-loyalty. Sedangkan e-Satisfaction dapat memediasi hubungan antara e-shopping experience dan e-loyalty. Dari penelitian ini disarankan agar perusahaan e-commerce fashion mampu memberikan pengalaman berbelanja yang baik untuk mendorong kepuasan dan berdampak pada loyalitas pelanggan.
English Abstract
This research assesses the effect of e-shopping experience on e-loyalty with the mediation of e-trust and e-satisfaction among fashion e-commerce businesses in Surabaya. The data of this quantitative explanatory research was harvested through questionnaires distributed to 150 respondents and was analyzed using Partial Least Squares Structural Equation Modeling, i.e. SEM-PLS. this study finds that e-shopping experience significantly influences e-loyalty, e-trust, and e-satisfaction. Furthermore, e-trust has no significant effect on e-loyalty, but e-satisfaction significantly affects e-loyalty. Then, e-trust does not mediate the effect of e-shopping experience on e-loyalty, but e-satisfaction can mediate the influence of e-shopping experience on e-loyalty. Based on the findings above, fashion e-commerce companies are suggested to create good shopping experience for their customers to increase their satisfaction as it leads to higher customer satisfaction.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 0423020117 |
| Uncontrolled Keywords: | e-shopping experience, e-trust, e-satisfaction, e-loyalty, e-commerce fashion. |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 16 Jan 2024 02:46 |
| Last Modified: | 16 Jan 2024 02:46 |
| URI: | http://repository.ub.ac.id/id/eprint/210307 |
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Text (DALAM MASA EMBARGO)
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