Altino, Iqbal Caraka (2018) Analisis Pengaruh Kualitas E-Service Grab Terhadap Customer Satisfaction And Loyalty Menggunakan E-S-Qual Dan E-Recs-Qual. Sarjana thesis, Universitas Brawijaya.
Abstract
Pertumbuhan pesat pangsa pasar e-commerce pada bidang online transportation di Indonesia memang sudah tidak bisa diragukan lagi. Untuk menghadapi intensitas tantangan yang semakin berat, perusahaan dalam menjalankan bisnisnya dituntut berfikir kreatif untuk menemukan berbagai terobosan strategi yang mampu menciptakan sinergi yang memberikan kontribusi optimal bagi pencapaian tujuan perusahaannya. Untuk itulah perusahaanperusahaan dituntut untuk dapat menerapkan suatu kebijakan-kebijakan yang strategis menyangkut pelayanan guna mengantisipasi adanya iklim persaingan yang semakin kompetitif. Pada industri atau bisnis yang berorientasi pada pelanggan, maka tidak dapat dihindari bahwa kualitas pelayanan merupakan salah satu faktor yang dapat mempengaruhi kepuasan dan loyalitas pelanggan. Oleh karena itu, maka penting diadakannya penelitian untuk mengetahui bagaimana pengaruh kualitas layanan khususnya e-service terhadap kepuasan pelanggan dan loyalitas pada pengguna aplikasi Grab. Penelitian ini bertujuan untuk mengetahui hubungan pengaruh antara eservice quality terhadap customer satisfaction dan loyalty pada aplikasi Grab. Karakter responden untuk pengisian kuesioner adalah pengguna yang pernah melakukan transaksi terhadap aplikasi Grab minimal 1 kali transaksi. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 100 responden dengan menggunakan teknik simple random sampling. Model yang digunakan dalam penelitian ini mengadaptasi model dari Yang dan Tsai yang terdiri dari 4 variabel laten yaitu E-S-Qual, E-RecS-Qual, Online Satisfaction, dan Online Loyalty. Pengujian model dalam penelitian ini menggunakan PLS-SEM. Penelitian dimulai dengan mengevaluasi model yaitu outer model (Measurement Model) dan inner model (Structural Model) untuk mengetahui kualitas data dan pengaruh signifikan terhadap antar konstruk yang telah dihipotesiskan. Hasil yang diperoleh dari penelitian ini yaitu terdapat hubungan signifikan positif antara Online Satisfaction terhadap Online Loyalty, E-S-Qual mempengaruhi Online Satisfaction, E-RecsSQual mempengaruhi Online Satisfaction, E-S-Qual mempengaruhi Online Loyalty melalui Online Satisfaction, dan E-RecsS-Qual mempengaruhi Online Loyalty melalui Online Satisfaction.
English Abstract
The rapid growth of the market share of e-commerce in Indonesia is already beyond a reasonable doubt. To deal with the intensity increasing challenges, the company in its business required to think creatively to find a variety of breakthrough strategies that was able to create optimal synergy that contributes to the achievement of its objectives. Therefore, companies required to implement a strategic policies regarding services in order to anticipate the competition an increasingly competitive climate. In the industrial or business oriented customers, then it was inevitable that the quality of service was one of the factors that could affected customer satisfaction and loyalty. Therefore, it was important research to know how influence the quality of service expecially e-service to customer satisfaction and customer loyalty in the Grab application user. This research’s goal was to know how influence the quality of service expecially e-service to customer satisfaction and customer loyalty in the Grab application user. The criteria of respondents in this research’s questionnaire was a user that has done an online transaction using Grab application once transaction in minimum. Total sample used in this research was 100 respondents choosen by using simple random sampling method. The model used in this research was adapted from Yang and Tsai wich used four latent variable: E-S-Qual, E-RecS-Qual, Online Satisfaction, and Online Loyalty. The model then evaluated by using PLSSEM. The research was started by evaluating the model, Outer Model (Measurement Model) and inner model (Structural model) to find out the data quality and its significant influence towards each variable that has been hypothesized beforehand. The result from this research were Online Satisfaction would had a significantly positive impact on Online Loyalty, Online Satisfaction would be positively affected by E-S-Qual, Online Satisfaction would be positively affected by E-RecS-QUAL, Online Satisfaction would mediated the effects of E-SQUAL on the Online Loyalty, and Online Satisfaction would mediated the effects of E-RecS-QUAL on the Online Loyalty.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTIK/2018/462/051808067 |
| Uncontrolled Keywords: | E-Commerce, Online Transportation, Grab, PLS-SEM, E-S-Qual, E-RecSQual, Online Satisfaction, Online Loyalty |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Ilmu Komputer > Sistem Informasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 10 Apr 2019 02:27 |
| Last Modified: | 21 Oct 2021 01:36 |
| URI: | http://repository.ub.ac.id/id/eprint/161560 |
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