ABSTRAK
PENGARUH E-SERVICE QUALITY TERHADAP CUSTOMER LOYALTY MELALUI SATISFACTION SEBAGAI VARIABEL MEDIASI
(Studi Pada Pengguna Aplikasi Tokopedia)
Nama : Gita Mandasari
NIM : 15080574216
Program Studi : S1 Manajemen
Jurusan : Manajemen
Fakultas : Ekonomi
Institusi : Universitas Negeri Surabaya
Pembimbing : Dra. Hj. Anik Lestari A., M.M.
Pertumbuhan e-commerce di Indonesia yang semakin positif mengakibatkan perubahan pada pola belanja masyarakat yang semakin bergeser ke arah elektronik atau online shopping membuat para pemasar terus mempelajari dan membuat berbagai strategi supaya konsumen tetap loyal terhadap mereka. Customer loyalty dipengaruhi oleh beberapa faktor seperti satisfaction, emotional bonding, trust, choice reduction and habit, dan history with the company. Tujuan dari penelitian ini adalah untuk menganalisis dan membahas faktor-faktor customer loyalty.
Populasi dalam penelitian ini adalah responden yang merupakan pembeli onilne dengan usia minimal 15 tahun yang bersifat infinite dan telah melakukan pembelian di Tokopedia minimal 2 kali dalam 1 bulan terakhir. Teknik pengambilan sampel yang digunakan adalah non probability sampling dengan metode pengambilan sampel yaitu judgemental sampling dan diperoleh sebanyak 220 responden. Penyebaran angket secara online dengan menggunakan skala likert dan analisis data yang digunakan adalah analisis jalur (path analysis).
Hasil penelitian menunjukkan bahwa e-service quality berpengaruh signifikan terhadap customer loyalty dan satisfaction. Dan dari uji mediasi terbukti bahwa satisfaction mampu memediasi pengaruh variabel e-service quality dengan customer loyalty.
Kata kunci : e-service quality, satisfaction, customer loyalty
ABSTRACT
THE EFFECT OF E-SERVICE QUALITY ON CUSTOMER LOYALTY BASED ON SATISFACTION AS MEDIATION OF VARIABLE
(Evidence from user of Tokopedia Application)
Name : Gita Mandasari
Major : S1 Manajemen
Department : Manajemen
Faculty : Ekonomi
Institution Name : Universitas Negeri Surabaya
Advisor : Dra. Hj. Anik Lestari A., M.M.
Positive leading of e-commerce in Indonesia lead to changes on buying behavior in society become electronic media or online shopping. This condition has resulted marketers to learn an develop their strategies in order customer loyalty. Loyalty is influenced by several factors such as satisfaction, emotional bonding, trust, choice reduction and habit, and history with the company. The purpose of this study is to analyze and discuss the factors of customer loyalty.
We used respondents as online buyers with a minimum age of 15 years old who are infinite and have made purchases at Tokopedia at least two times in the last of one month. Furthermore, non-probability sampling implemented as a sampling technique and judgmental sampling as a sampling method with obtained 220 respondents. Meanwhile, this study using online distribution of questionnaries with Likerts scale and using path analysis as data analyze.
The results explain that e-service quality had a significant effect on customer loyalty and satisfaction. Furthermore, based on mediation test had proven that satisfaction is able to mediate the effect of variable e-service quality with customer loyalty.
Keywords : e-service quality, satisfaction, customer loyalty