Pengaruh E-Service Quality Terhadap E-Customer Loyalty Melalui E-Customer Satisfaction Sebagai Variabel Intervening Pada Aplikasi Bukalapak
Abstract
Penilitian ini bertujuan untuk menganalisis pengaruh langsung e-service quality terhadap e-customer loyalty secara langsung melalui e-customer satisfaction sebagai variabel intervening pada aplikasi Bukalapak. Sejumlah 270 responden yang telah menggunakan aplikasi Bukalapak diambil sebagai sampel dengan metode non-probability sampling yaitu dengan purposive sampling. Responden diminta untuk memberikan persepsinya dalam lima skala-ordinal terhadap 25 butir penyataan. Seluruh indikator milik masing-masing variabel telah diuji validitas dan relibilitasnya. Sebelum pengujian hipotesis dilakukan, kecocokan model diuji dengan sekumpulan uji kecocokan model. Empat hipotesis yang saling terkait membentuk sebuah model persamaan struktural (SEM) diuji sifnifikansinya dengan uji T dan kemudian diukur kekuatan pengaruhnya. Seluruh perhitungan untuk pengujian dilakukan dengan software Smartpls versi 3.2.9. Hasil penelitian ini menunjukan e-service quality berpengaruh langsung positif dan signifikan terhadap e-customer loyalty. E-customer satisfaction berpengaruh langsung positif dan signifikan terhadap e-customer loyalty. E-service quality berpengaruh secara tidak langsung yang positif dan signifikan terhadap e- customer loyalty melalui e-customer satisfaction. Dimensi e-service quality yang paling berpengaruh adalah Personal Needs. Penelitian ini merekomendasikan cara yang efektif untuk meningkatkan loyalitas pada industri e-commerce dan menguatkan model research tentang e-loyalty yang bersumber pada e-service quality. Kata kunci-e-commerce, Bukalapak, e-service quality, e-customer satisfaction, e-customer loyalty.References
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