PENGARUH KUALITAS LAYANAN ONLINE (E-SERVICE QUALITY) TERHADAP LOYALITAS PELANGGAN PRODUK FASHION PADA MARKETPLACE

SELIANA PRATIWI, . (2021) PENGARUH KUALITAS LAYANAN ONLINE (E-SERVICE QUALITY) TERHADAP LOYALITAS PELANGGAN PRODUK FASHION PADA MARKETPLACE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

*ABSTRAK* Pesatnya perkembangan marketplace di Indonesia dapat membuat konsumen tidak loyal karena banyak pilihan situs begitu juga dengan kualitas layanan dari masing-masing marketplace. Oleh sebab itu, penelitian ini bertujuan untuk memperoleh informasi tentang kualitas layanan online dan loyalitas pelanggan pada penjualan produk fashion online, untuk mengetahui pengaruh kualitas layanan online terhadap loyalitas pelanggan produk fashion pada marketplace. Metode penelitian menggunakan metode survey dengan pendekatan kuantitatif. Sampel penelitian ini berjumlah 110 responden. Metode analisis menggunakan Chi-Square. Indikator kualitas layanan online yang digunakan : efisiensi, reliabilitas, fulfillment, privasi, daya tanggap, compensation, dan contact. Indikator loyalitas pelanggan yang digunakan: repurchase, purchases across product and service line, referral, dan retention. Hasil penelitian menunjukkan bahwa pada kualitas layanan online indikator yang memiiki pengaruh paling tinggi adalah indikator efesiensi dengan katagori kecenderungan yang baik sebanyak 99%. Indikator yang memiiki pengaruh paling rendah adalah indikator daya tanggap dengan katagori kecenderungan yang buruk sebanyak 18,2%. Pada loyalitas pelanggan Indikator yang memiiki pengaruh paling tinggi adalah indikator melakukan pembelian berulang (repurchase) dengan kecenderungan tinggi sebanyak 100%. Hasil analisis data menunjukkan value 0,032 < 0,05. Oleh karena itu, semakin baik kualitas layanan online yang dilakukan maka semakin tinggi pula tingkat loyalitas pelanggan, dimana setiap perubahan kualitas layanan online mempengaruhi loyalitas pelanggan sebesar 2.493. Kata Kunci : E-servqual, Costumer Loyalty, Loyalitas *ABSTRACT* The rapid development of marketplaces in Indonesia can make consumers disloyal because many choices of sites as well as the quality of service from each marketplace. Therefore, this research aims to obtain information about the quality of online services and customer loyalty on the sale of online fashion products, to find out the influence of online service quality on the loyalty of fashion product customers on the marketplace. Research method using survey method with quantitative approach. The sample of this study amounted to 110 respondents. Analysis method using Chi-Square. Online service quality indicators used: efficiency, reliability, fulfillment, privacy, responsiveness, compensation, and contact. Customer loyalty indicators used: repurchase, purchases across product and service line, referral, and retention. The results of this study showed that the quality of online services indicators that have the highest influence are efficiency indicators with a good trend category of 99%. The indicator that has the lowest influence is the responsiveness indicator with a bad trend category of 18.2%. On customer loyalty The indicator that has the highest influence is the indicator of making repeated purchases (repurchase) with a high trend of 100%. The data analysis showed a value of 0.032 < 0.05. The better the quality of online services performed, the higher the level of customer loyalty, where each change in the quality of online services affects customer loyalty by 2,493. Keywords : E-servqual, Costumer Loyalty, Loyalty

Item Type:	Thesis (Sarjana)
Additional Information:	1) Dra. Suryawati, M.Si 2) Esty Nurbaity Arssy, S.Pd., M.Km
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen Desain Kostum, Tata Busana > Tata Busana
Divisions:	FT > S1 Pendidikan Tata Busana
Depositing User:	Users 11831 not found.
Date Deposited:	29 Aug 2021 12:39
Last Modified:	29 Aug 2021 12:39
URI:	http://repository.unj.ac.id/id/eprint/18157

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