Aaqilah Meutia, Aliifa (2024) Pengaruh E-Trust dan E-Service Quality Terhadap E-Loyalty Melalui Customer Engagement Sebagai Variabel Mediasi (Studi Pada Konsumen Sociolla di Kota Malang). Magister thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh e-trust dan e-service quality terhadap e-loyalty dan peran customer engagement dalam memediasi pengaruh e-trust dan e-service quality terhadap e-loyalty. Populasi dalam penelitian ini adalah konsumen di Kota Malang yang sudah pernah melakukan pembelian pada e-commerce Sociolla. Teknik pengambilan sampel menggunakan metode purposive sampling. Jumlah sampel pada penelitian ini adalah 174 responden. Metode analisis yang digunakan adalah Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa e-trust berpengaruh signifikan terhadap e-loyalty dan customer engagement. E-service quality tidak berpengaruh signifikan terhadap e-loyalty, namun berpengaruh signifikan terhadap customer engagement. Customer engagement berpengaruh signifikan terhadap e-loyalty. Customer engagement secara signifikan memediasi pengaruh e-trust terhadap eloyalty, dan memberikan peran mediasi parsial. Customer engagement secara signifikan memediasi pengaruh e-service quality terhadap e-loyalty, dan memberikan peran mediasi sempurna.
English Abstract
The objective of this research is to analyze the effects of e-trust and eservice quality on e-loyalty and the role of customer engagement in mediating the impacts of e-trust and e-service quality on e-loyalty. The research population is people in Malang City who have made any purchase through Sociolla, an ecommerce platform. Using purposive sampling technique, 174 people were selected as the respondents. The data analysis was performed in Partial Least Squares. This study finds that e-trust significantly influences e-loyalty and customer engagement, and that e-service quality has no significant impact on e-loyalty but significantly affects customer engagement. Furthermore, customer engagement significantly influences e-loyalty and partially mediates the effects of e-trust and eloyalty. In addition, customer engagement also fully mediates the impact of eservice quality on e-loyalty.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 042402 |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Annisti Nurul F |
| Date Deposited: | 14 May 2024 07:38 |
| Last Modified: | 14 May 2024 07:38 |
| URI: | http://repository.ub.ac.id/id/eprint/219236 |
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