ANALISIS E-CUSTOMER LOYALTY (STUDI PADA E-COMMERCE SHOPEE INDONESIA)

EHSA SEPTY LISTIANTI, . (2020) ANALISIS E-CUSTOMER LOYALTY (STUDI PADA E-COMMERCE SHOPEE INDONESIA). Magister thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengeksplorasi pengaruh e-service quality dan e-trust terhadap e-customer loyalty pada e-commerce Shopee Indonesia dan apakah e-customer satisfaction muncul sebagai variabel mediasi atau tidak. Pelanggan yang loyal merupakan salah satu penggerak penting untuk kesuksessan e-commerce, karena loyalitas pelanggan sangat erat kaitannya dengan profitabilitas dan pertumbuhan jangka panjang suatu perusahaan dan peningkatan kecil dalam jumlah pelanggan yang loyal dapat secara dramatis meningkatkan laba yang dalam industri e-commerce akan sangat menguntungkan, karena persaingannya hanya berjarak satu klik-an tetikus. Penelitian ini menggunakan 400 pelanggan e-commerce Shopee Indonesia sebagai responden dan menerapkan model persamaan struktural (SEM) untuk menganalisis data dan menguji hipotesis. Ditemukan bahwa e-service quality dan e-trust memainkan peran penting pada e-customer loyalty melalui variabel mediasi. Sementara itu, e-customer satisfaction memediasi secara parsial hubungan antara e-service quality dan e-trust terhadap e-customer loyalty. Kata Kunci: e-commerce, e-service quality, e-trust, e-customer satisfaction, e-customer loyalty This study aims to explore the effect of service quality and trust towards e-customers on e-commerce Shopee Indonesia and whether customer satisfaction appears as a mediating variable or not. Loyal customers are an important driver for e-commerce success, because customer loyalty is closely related to the company's long-term profits and growth and a small increase in the number of loyal customers, because competition only exceeds one-click mouse. This study uses 400 Shopee Indonesia e-commerce customers as respondents and applies a structural equation model (SEM) to analyze data and test hypotheses. It was found that service quality and trust play an important role on customer loyalty through mediating variables. Meanwhile, customer satisfaction mediates a partial relationship between electronic service quality and customer trust in customer loyalty. Keywords: e-commerce, e-service quality, e-trust, e-customer satisfaction, e-customer loyalty

Item Type:	Thesis (Magister)
Additional Information:	1) Dr. Agung Wahyu Handaru, S.T, M.M ; 2) Dr. Ari Warokka, M.Si, MDEM, MCEUE, DEA
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S2 Manajemen
Depositing User:	Users 1179 not found.
Date Deposited:	20 Mar 2020 10:08
Last Modified:	20 Mar 2020 10:08
URI:	http://repository.unj.ac.id/id/eprint/4314

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