PENGARUH E-SERVICE QUALITY DAN PERSEPSI HARGA TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI OLEH KEPUASAN PELANGGAN PADA SITUS BELANJA ONLINE

OLIVIA CITRA OCTAVIANI, . (2021) PENGARUH E-SERVICE QUALITY DAN PERSEPSI HARGA TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI OLEH KEPUASAN PELANGGAN PADA SITUS BELANJA ONLINE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh e-service quality terhadap kepuasan pelanggan, pengaruh persepsi harga terhadap kepuasan pelanggan, pengaruh kepuasan pelanggan terhadap loyalitas pelanggan, pengaruh e-service quality terhadap loyalitas pelanggan, pengaruh persepsi harga terhadap loyalitas pelanggan, pengaruh e-service quality terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai intervening, pengaruh persepsi harga terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai intervening, pada pelanggan situs belanja online. Metode pengumpulan data menggunakan metode survei dengan instrumen berupa kuesioner. Objek penelitian ini adalah 200 responden konsumen yang sudah pernah berbelanja pada situs belanja online Lazada minimal sekali dalam kurun waktu enam bulan terakhir dan berdomisili di wilayah Jabodetabek. Analisis data menggunakan SPSS versi 26 dan SEM (Structural Equation Model) dengan software Lisrel versi 8.8 untuk mengolah data dan menganalisis data hasil penelitian. Hasil pengujian hipotesis menunjukkan adanya pengaruh positif dan signifikan pada hipotesis: H1) E-service quality terhadap kepuasan pelanggan., H2) Persepsi harga kepuasan pelanggan., H3) Kepuasan pelanggan terhadap loyalitas pelanggan., H6) E-service quality terhadap loyalitas pelanggan dimediasi oleh kepuasan pelanggan., H7) Persepsi harga terhadap loyalitas pelanggan dimediasi oleh kepuasan pelanggan. Selain itu, terdapat hipotesis yang menunjukkan hasil yang tidak signifikan: H4) E-service quality terhadap loyalitas pelanggan., H5) Persepsi harga terhadap loyalitas pelanggan. kata kunci: E-Service Quality, Persepsi Harga, Kepuasan Pelanggan, Loyalitas Pelanggan, Situs Belanja Online. This study aims to determine the effect of e-service quality on customer satisfaction, the effect of perceptions on customer satisfaction, the effect of customer satisfaction on customer loyalty, the effect of e-service quality on customer loyalty, the influence of perceptions on customer loyalty, the effect of e-service quality on customer loyalty. through customer satisfaction as an intervention, the effect of perceived price fairness on customer loyalty through customer satisfaction as an intervention, on online shopping sites. The data collection method used a survey method with the instrument in the form of a questionnaire. The object of this research is 200 consumer respondents who have shopped at the online shopping site Lazada at least once in the last six months and are domiciled in the Greater Jakarta area. Data analysis used SPSS version 26 and SEM (Structural Equation Model) with Lisrel software version 8.8 to process data and analyze research data. The test results show that there are positive and significant influence on the hypothesis: H1) E-service quality on customer satisfaction, H2) Perceived price fairness of customer satisfaction, H3) customer satisfaction on customer loyalty, H6) E-service quality on customer loyalty is mediated by customer satisfaction., H7) Perceived price fairness on customer loyalty is mediated by customer satisfaction. In addition, there are hypotheses that show insignificant results: H4) E-service quality on customer loyalty., H5) Perceived price fairness on customer loyalty. Keywords: E-Service Quality, Perceived Price Fairness, Customer Satisfaction, Customer Loyalty, Online Shopping Sites

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Mohamad Rizan, S.E., M.M.; 2). Agung Kresnamurti Rivai P., S.T., M.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 10903 not found.
Date Deposited:	26 Aug 2021 16:24
Last Modified:	26 Aug 2021 16:24
URI:	http://repository.unj.ac.id/id/eprint/17395

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