ILAWATI, TUTIS (2021) PENGARUH E-SERVICE QUALITY, E-SATISFACTION DAN E-TRUST TERHADAP E-LOYALITY PELANGGAN SHOPEE (Studi kasus di PT. Chintya Bintang Pertiwi). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Tujuan penelitian ini adalah untuk mengetahui pengaruh e-service quality, e-satisfaction dan e-trust terhadap e-loyality pelanggan Shopee di PT. Chintya Bintang Pertiwi. Metode yang digunakan adalah metode pengumpulan data melalui kuesioner yang diukur dengan menggunakan diagram skala likert. Metode pengambilan sampel menggunakan teknik purposive sampling dengan kriteria pelanggan yang pernah bertransaksi disitus belanja online Shopee pada bulan November dan Desember 2020 berjumlah 100 responden. Penelitian ini merupakan penelitian kuantitatif menggunakan strategi asosiatif dengan perhitungan statistika deskriptif dan koefisien jalur (path coefficients) menggunakan software WarpPLS versi 7.0. Hasil dari penelitian ini menyatakan terdapat pengaruh langsung e-service quality terhadap e-satisfaction sebesar 25%. Terdapat pengaruh langsung e-service quality terhadap e-trust sebesar 57,4%. Terdapat pengaruh terhadap e-service quality terhadap e-loyality sebesar 24,7%. Terdapat pengaruh e-satisfaction terhadap e-loyality sebesar 6% namun koefisien tersebut dinyatakan tidak signifikan karena p-value lebih besar dari 5%. Terdapat pengaruh e-trust terhadap e-loyality sebesar 35,9%. Sehingga dapat disimpulkan terdapat pengaruh langsung e-service quality terhadap e-satisfaction, e-service quality terhadap e-trust, e-service quality terhadap e-loyality, e-trust terhadap e-loyality. tidak terdapat pengaruh langsung e-satisfaction terhadap e-loyality sehingga e-satisfaction bukan sebagai pemediasi pengaruh e-service quality terhadap e-loyality dan e-trust bukan satu-satunya variabel yang dapat memediasi pengaruh e-service quality terhadap e-loyality pelanggan Shopee. Kata Kunci: E-service quality, E-satisfaction, E-trust, E-loyality. The purpose of this study was to determine the effect of e-service quality, e-satisfaction and e-trust on the e-loyalty of Shopee customers at PT. Chintya Bintang Pertiwi. The method used is the method of data collection through a questionnaire which is measured using a Likert scale diagram. The sampling method used was purposive sampling technique with the criteria of customers who had transacted at the Shopee online shopping site in November and December 2020 totaling 100 respondents. This research is a quantitative study using an associative strategy by calculating descriptive statistics and path coefficients using the WarpPLS version 7.0 software. The results of this study indicate that e-service quality has a direct effect on e-satisfaction by 25%. There is a direct effect of e-service quality on e-trust by 57.4%. There is an effect of e-service quality on e-loyalty of 24.7%. There is an effect of e-satisfaction on e-loyalty of 6%, but the coefficient is not significant because the p-value is greater than 5%. There is an effect of e-trust on e-loyalty of 35.9%. It can be concluded that there is a direct effect of e-service quality on e-satisfaction, e-service quality on e-trust, e-service quality on e-loyalty, e-trust on e-loyalty. There is no direct effect of e-satisfaction on e-loyalty so that e-satisfaction is not a mediator of the effect of e-service quality on e-loyalty and e-trust is not the only variable that can mediate the effect of e-service quality on the e-loyalty of Shopee customers. Keyword: E-service quality, E-satisfaction, E-trust, E-loyality.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ms TUTIS ILAWAT | ||||||||
| Date Deposited: | 31 Mar 2021 03:49 | ||||||||
| Last Modified: | 31 Mar 2021 03:49 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/4187 |
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