Pengaruh Service Quality, E-Trust Terhadap E-Satisfaction Dan E-Loyalty Konsumen

Rufina Pramuditha · Syarifah Hudayah · Herning Indriastuti

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Technology Adoption and User Behaviour

Abstract

Abstract The aim of this paper is to find out the effect of service quality on e-trust, service quality on e-loyalty, e-trust on e-satisfaction, and e-trust on e-loyalty. This research is an explanatory research. The sample includes 100 Consuments of Shopee Marketplace in East Kalimanta. The sample is gathered by using purposive sampling technique. This study was a quantitative approach and data were analyzed using PLS (Partial Least Square). The unit of level analysis is consument of Shopee in 10 regional or city in East Kalimantan. The results showed a significant effect of service quality on e-satisfaction, service quality significantly affects on e-loyalty, e-trust has significant effect on e-satisfaction e-trust significantly affects on e-loyalty. Keywords: Service Quality, E-Trust, E-Satisfaction, E-Loyalty, Shopee Abstrak *) Penulis Korespondensi: rufina.praditha@gmail.com Penelitian ini bertujuan untuk mengetahui pengaruh service quality terhadap e-trust, pengaruh service quality terhadap e-loyalty, pengaruh e-trust terhadap e-satisfaction, pengaruh e-trust terhadap e-loyalty. Jenis penelitian ini adalah penelitian explanatory. Sampel penelitian adalah 100 Konsumen marketplace Shopee di Kalimantan Timur. Sampel yang dikumpulkan menggunakan teknik purposive sampling. Penelitian ini bersifat kuantitatif dan menggunakan alat analisis PLS (Partial Least Square). Level unit analisis penelitian ini adalah konsumen Shopee di 10 Kabupaten atau Kota di Kalimantan Timur. Hasil penelitian menunjukkan bahwa service quality berpengaruh secara signifikan terhadap e-trust, service quality berpengaruh secara signifikan terhadap e-loyalty, e-trust berpengaruh secara signifikan terhadap e-satisfaction, e-trust berpengaruh secara signifikan terhadap e-loyalty. Kata Kunci: Kualitas Pelayanan, E-Kepercayaan, E-Kepuasan, E-Kepercayaan, Shopee

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2020E-SATISFACTION DAN E-TRUST BERPERAN DALAM MEMEDIASI PENGARUH E-SERVICE QUALITY TERHADAP E-LOYALTY PADA SITUS E-COMMERCE BLIBLI.COM 2019PENGUATAN KEPUASAN MODEL HUBUNGAN E-SERVICE QUALITY DAN E-LOYALTY PADA KONSUMEN GO-JEK DAN GRAB

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