Pengaruh E-Trust, E-Service Quality Terhadap E-Loyalty Melalui ESatisfaction Sebagai Variabel Intervening Pada Pengguna Aplikasi Tokopedia Di Kota Bandung
Abstract
Pada sektor bisnis online e-commerce diindikasikan terjadi kontradiksi bahwa meskipun kualitas layanan masihbanyak keluhan namun tidak berpengaruh terhadap kepuasan pelanggan. Penelitian ini bertujuan untuk
menganalisa pengaruh e-trust dan e-service quality secara langsung maupun melalui e-customer satisfaction
sebagai variabel intervening pada aplikasi Tokopedia. Sejumlah 259 responden yang telah menggunakan aplikasi
Tokopedia diambil sebagai sampel dengan metode non-probability sampling yaitu dengan purposive sampling.
Responden diminta untuk memberikan persepsinya dalam lima skala ordinal terhadap 16 butir pernyataan.
Sebelum pengujian hipotesis dilakukan, kecocokan model diuji dengan sekumpulan kriteria goodness of fit. Lima
hipotesis yang saling terkait membentuk sebuah model persamaan Structural Equation Modeling (SEM) diuji
signifikansinya dengan uji T dan kemudian diukur kekuatan pengaruhnya. Seluruh perhitungan untuk pengujian
dilakukan dengan software LISREL 8.8. Penelitian ini merekomendasikan cara efektif untuk meningkatkan
loyalitas pada industri e-commerce dan menguatkan research tentang e-loyalty yang bersumber dari e-trust, eservice
quality dan e-customer satisfaction. Hasil penelitian menyatakan e-service quality memiliki pengaruh
paling tinggi terhadap e-loyalty dikarenakan e-service quality yang telah dibangun oleh Tokopedia sudah berjalan
cukup baik.
Kata Kunci-e-commerce, e-customer satisfaction, e-loyalty, e-service quality, e-trust
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