Pengaruh Kualitas Layanan Mobile Commerce Application (Mca) Terhadap Intensi Loyalitas Konsumen Melalui Kepuasan Konsumen Di E-Commerce Shopee
Abstract
Ketatnya persaingan kemungkinan dipicu oleh perbedaan dalam kualitas layanan. Shopee, sebagai salah satu platform ecommerce dipilih sebagai subjek analisis karena berhasil menjadi urutan pertama dengan jumlah pengunjung terbanyak
di Indonesia, banyaknya pengunjung mengindikasikan adanya kepuasan dan intensi loyalitas konsumen terhadap mobile
commerce Shopee.
Penelitian bertujuan untuk menganalisis pengaruh kualitas layanan mobile commerce aplication (MCA) intensi loyalitas
konsumen melalui kepuasan konsumen di e-commerce Shopee
Penelitian menggunakan metode kuantitatif dengan pendekatan kausal. Data dikumpulkan melalui kuesioner Google
Form yang disebarkan kepada 238 responden Penggunaan software SPSS versi 25 sebagai alat uji non response bias
dan alat uji validitas dan reliabilitas. Metode statistik partial least squares structural equation modeling (PLS-SEM)
yang dianalisis dengan software SmartPLS 4.
Penelitian ini memberikann hasil bahwa customer satisfaction terbukti berpengaruh positif dan signifikan terhadap
customer loyalty intention. Service quality berpengaruh positif dan signifikan terhadap customer loyalty intention
melalui customer satisfaction, meliputi variabel information quality, personalization, reliability, dan usability
sedangkan assurance, responsiveness, dan security tidak memberikan pengaruh positif dan signifikan.
Penelitian selanjutnya disarankan mengeksplorasi perubahan dimensi service quality pada mobile commerce yang
berpotensi mempengaruhi customer satisfaction dan customer loyalty intention sehingga dapat mengindentifikasi pola
serta tren baru dimasa yang akan datang.
Kata Kunci: Customer Loyalty Intention, Customer Satisfaction, Mobile Commerce, Service Quality, Shopee, Smart
PLS 4.
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