PENGARUH ETIKA PEMASARAN ISLAMI DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN PENGGUNA E-COMMERCE SHOPEE DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI

(Studi pada Mahasiswa Pelanggan Fashion Muslim E-Commerce Shopee di Surabaya)

Nama                                    : Zakia Akmala

NIM                                       : 19081194044

Program Studi                    : S1 Ekonomi Islam

Jurusan / Fakultas           : Ilmu Ekonomi / Ekonomi dan Bisnis

Dosen Pembimbing          : Dr. Ahmad Ajib Ridlwan, S.Pd., M.SEI

Industri e-commerce mengambil peran penting dalam perilaku konsumsi masyarakat muslim Indonesia. Baik pelaku usaha maupun konsumen memanfaatkan hadirnya e-commerce dalam transaksi jual beli. Pelaku usaha hendaknya menjalankan prinsip-prinsip muamalah sesuai ajaran Rasulullah SAW yang bersikap jujur, amanah, memberikan pelayanan terbaik serta tidak berbuat curang sehingga bisnis yang dijalankan semakin berkembang pesat dan barokah. Kepuasan sebagai variabel mediasi, penelitian ini bermaksud untuk mengidentifikasi pengaruh etika pemasaran islami dan kualitas layanan terhadap loyalitas pelanggan pengguna e-commerce Shopee pada kalangan Mahasiswa di Kota Surabaya. Penelitian ini menguji model pengukuran dan struktural dengan menggunakan teknik Structural Equation Modelling (SEM) Partial Least Square (PLS). Purposive sampling digunakan sebagai teknik pengambilan sampel untuk mendapatkan 100 responden. Penelitian ini menjelaskan bahwa loyalitas pelanggan pengguna e-commerce Shopee dipengaruhi oleh etika pemasaran islami, kualitas layanan dan kepuasan. Selain itu, penelitian ini menggambarkan bahwa kepuasan memediasi hubungan antara kualitas layanan dan loyalitas pelanggan pengguna e-commerce Shopee. Namun kepuasan tidak memediasi hubungan antara etika pemasaran islami dengan loyalitas pelanggan pengguna e-commerce Shopee. Studi ini memberikan implikasi manajerial bagi perusahaan Shopee untuk lebih memahami bahwa etika pemasaran islami, kualitas layanan dan kepuasan sangat penting untuk mendorong timbulnya perilaku loyalitas dan peran signifikan pelanggan e-commerce dalam meningkatkan pendapatan pelaku usaha yang ada di e-commerce Shopee.

THE INFLUENCE OF ISLAMIC MARKETING ETHICS AND SERVICE QUALITY ON CUSTOMER LOYALTY OF E-COMMERCE SHOPEE USERS WITH CUSTOMER SATISFACTION AS A MEDIATION VARIABLE

(Study on Students as Muslim Fashion Shopee Customers in Surabaya)

Nama                                     : Zakia Akmala

NIM                                       : 19081194044

Studi Program                     : Bachelor of Islamic Economics

Major / Faculty                    : Economics / Economics and Business

Advisor                                 : Dr. Ahmad Ajib Ridlwan, S.Pd.,M.SEI

The e-commerce industry plays a significant part in the consumption behavior of the Indonesian Muslim community. Both business actors and consumers take advantage of the presence of e-commerce in buying and selling transactions. Business actors should carry out the principles of muamalah according to the teachings of the Prophet Muhammad SAW, namely being honest, trustworthy, providing the best service and not cheating so that the business they run grows rapidly and is blessed. Satisfaction as a mediating variable, this study intends to identify the impact of islamic marketing ethics and service quality on customer loyalty of Shopee e-commerce users among students in Surabaya. This study tested the measurement and structural models using the Partial Least Square (PLS) Structural Equation Modelling (SEM) technique. Purposive sampling was used as a sampling technique to get 100 respondents. This study explains that customer loyalty of Shopee e-commerce users is influenced by islamic marketing ethics, service quality and satisfaction. In addition, this study illustrates that satisfaction mediates the relationship between service quality and customer loyalty of Shopee e-commerce users. However, satisfaction does not mediate the relationship between islamic marketing ethics and customer loyalty of Shopee e-commerce users. This study provides a managerial implication for Shopee companies to have a better understanding that islamic marketing ethics, service quality and satisfaction are very important to encourage the emergence of loyalty behavior and the significant role of e-commerce customers in increasing the income of business actors in Shopee e-commerce.