Pengaruh E-Commerce Innovation Dan E-Service Quality Terhadap Customer Satisfaction Dan Loyalty Pada Pengguna Aplikasi Shopee
Abstract
Dalam industri e-commerce saat ini, bisnis ini bisa menjadi bisnis yang menguntungkan. E-commerce merupakan salah satu dari sekian banyak jenis platform dengan mekanisme bisnis berbasis elektronik yang transaksi bisnisnya menitikberatkan pada penggunaan media internet sebagai alat bantu dalam pembelian barang atau jasa. Shopee ialah salah satu e-commerce Indonesia yang berdiri sejak tahun 2015 dan menjadi market leader di industri e-commerce. Namun data menunjukkan bahwa jumlah pengunjung Shopee pada periode Desember 2022 – Februari 2023 mengalami penurunan drastis sebesar 30%. Hal ini dikarenakan kualitas layanan dan inovasi aplikasi Shopee yang masih kurang baik sehingga menyebabkan rendahnya loyalitas pengguna. Tujuan penelitian ini untuk mengetahui pengaruh semua variable yang berhubungan secara simultan dan parsial. Metode dalam penelitian ini adalah kuantitatif menggunakan kuesioner. Sampel penelitian total ialah 200 responden. Berdasarkan hasil penelitian diketahui bahwa E-Commerce Innovation berpengaruh positif dan signifikan terhadap E-Satisfaction dan E-Loyalty. E-Service Quality berpengaruh positif dan signifikan terhadap E-Satisfaction. E-Service Quality tidak berpengaruh terhadap E-Loyalty. E-Satisfaction berpengaruh positif dan signifikan terhadap E-Loyalty. E-Commerce Innovation tidak berpengaruh signifikan terhadap E-Loyalty melalui ESatisfaction. E-Service Quality berpengaruh positif dan signifikan terhadap E-Loyalty melalui E-Satisfaction. Kata kuncie-service quality, e-satisfaction, e-commerce innovation, e-loyaltyReferences
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