ANALISIS PENGARUH USER EXPERIENCE DAN E-SERVICE QUALITY TERHADAP E-LOYALTY MELALUI E-SATISFACTION PADA PENGGUNA APLIKASI PESAN ANTAR MAKANAN DI JAKARTA

MUHAMMAD ARIEL NOVANTO, . (2025) ANALISIS PENGARUH USER EXPERIENCE DAN E-SERVICE QUALITY TERHADAP E-LOYALTY MELALUI E-SATISFACTION PADA PENGGUNA APLIKASI PESAN ANTAR MAKANAN DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Maksud dari penulisan penelitian ini adalah untuk mengkaji hubungan antara user experience, e-service quality, dan e-loyalty dalam konteks layanan pesan antar makanan daring, khususnya Go-Food. Penelitian ini mengidentifikasi faktor-faktor utama yang mempengaruhi e-satisfaction dan e-loyalty, dengan fokus pada bagaimana user experience (UX) dan e-service quality (ESQ) berkontribusi pada e-loyalty melalui e-satisfaction.Penelitian ini menggunakan metode penelitian kuantitatif dengan survei yang dilakukan di antara pengguna Go-Food di Jakarta. Data dikumpulkan menggunakan kuesioner terstruktur yang disebarkan kepada 165 responden yang memenuhi kriteria inklusi. Analisis data dilakukan dengan menggunakan Structural Equation Modeling (SEM) dengan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa meskipun user experience tidak memiliki dampak langsung terhadap e-satisfaction, user experience secara signifikan mempengaruhi e-loyalty. Sebaliknya, e-service quality ditemukan memiliki pengaruh positif yang kuat terhadap e-satisfaction, yang pada gilirannya mempengaruhi e-loyalty. Penelitian ini mengonfirmasi bahwa e-satisfaction bertindak sebagai variabel mediasi dalam hubungan antara e-service quality dan e-loyalty, yang semakin menekankan pentingnya e-satisfaction dalam meningkatkan e-loyalty pelanggan. Hasil penelitian ini memberikan wawasan yang berharga bagi Go-Food dan aplikasi sejenis, dengan menyarankan bahwa perbaikan dalam kualitas layanan dan user experience dapat membantu meningkatkan e-loyalty pelanggan. Selain itu, penelitian ini menyoroti peran e-satisfaction dalam memperkuat hubungan pelanggan dan memastikan keberhasilan bisnis jangka panjang di era digital. ***** The aim of this research is to explores the relationship between user experience, e-service quality, and e-loyalty in the context of online food delivery services, specifically Go-Food. The research identifies the key factors affecting user satisfaction and loyalty, with a focus on how user experience (UX) and e-service quality (ESQ) contribute to e-loyalty through e-satisfaction. The study applies a quantitative research methodology with a survey conducted among Go-Food users in Jakarta. Data were collected using a structured questionnaire, which was distributed to 165 respondents who met the inclusion criteria. The analysis of the data was carried out using Structural Equation Modeling (SEM) with SmartPLS software. The findings indicate that while user experience does not have a direct impact on e-satisfaction, it significantly influences e-loyalty. Conversely, e-service quality was found to have a strong positive effect on e-satisfaction, which in turn positively influences e-loyalty. The study confirms that e-satisfaction acts as a mediating variable in the relationship between e-service quality and e-loyalty, further emphasizing its importance in enhancing customer loyalty. The results of this study provide valuable insights for Go-Food and similar applications, suggesting that improvements in service quality and user experience can help foster greater customer loyalty. Moreover, it highlights the role of e-satisfaction in strengthening customer relationships and ensuring long-term business success in the digital age.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Osly Usman, M.Bus ; 2). Dewi Agustin Pratama Sari, S.E., M.S.M
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Muhammad Ariel Novanto .
Date Deposited:	11 Aug 2025 02:03
Last Modified:	11 Aug 2025 02:03
URI:	http://repository.unj.ac.id/id/eprint/59583

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