PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM), ONLINE REVIEW, DAN E-SERVICE QUALITY TERHADAP CUSTOMER RETENTION DENGAN MEDIASI E-SATISFACTION PADA BIDANG PAKAIAN MUSLIM DI SHOPEE DKI JAKARTA

USWATUN HASANAH, . (2025) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM), ONLINE REVIEW, DAN E-SERVICE QUALITY TERHADAP CUSTOMER RETENTION DENGAN MEDIASI E-SATISFACTION PADA BIDANG PAKAIAN MUSLIM DI SHOPEE DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Electronic Word of Mouth (EWOM), Online Review , dan E Service Quality terhadap Customer Retention dengan E-Satisfaction sebagai variabel mediasi pada konsumen produk pakaian muslim di Shopee wilayah DKI Jakarta. Latar belakang penelitian ini didasarkan pada fenomena tingginya jumlah pengikut dan ulasan toko pakaian muslim di Shopee, tetapi tidak selalu diiringi dengan tingginya tingkat pembelian ulang, sehingga menimbulkan pertanyaan mengenai faktor-faktor yang mempengaruhi retensi pelanggan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Partial Least Square Structural Equation Modeling (PLS-SEM) melalui perangkat lunak SmartPLS. Sampel dalam penelitian ini berjumlah 210 responden di DKI Jakarta yang telah melakukan pembelian produk pakaian muslim di Shopee dalam enam bulan terakhir. Penelitian ini menguji hubungan langsung dan tidak langsung antar lima variabel, yaitu E-WOM, Online Review, E-Service Quality , ESatisfaction, dan Customer Retention. Hasil penelitian menunjukkan bahwa EWOM, Online Review , dan E-Service Quality berpengaruh signifikan terhadap ESatisfaction yang juga berpengaruh signifikan terhadap Customer Retention. Selain itu, E-Satisfaction terbukti menjadi variabel mediasi yang memperkuat hubungan antara ketiga variabel independen terhadap retensi pelanggan. Temuan ini memberikan kontribusi teoritis terhadap pemahaman mengenai kepuasan dan loyalitas konsumen dalam konteks e-commerce, serta memberikan implikasi praktis bagi pelaku bisnis untuk meningkatkan kualitas layanan, mengelola ulasan secara efektif, dan mendorong komunikasi positif antar pelanggan. Kata Kunci: E-WOM, Online Review, E-Service Quality, E-Satisfaction, Customer Retention, Shopee, Pakaian Muslim. ***** This study aims to determine the effect of Electronic Word of Mouth (E-WOM), Online Review s, and E-Service Quality on Customer Retention with E-Satisfaction as a mediating variable on consumers of Muslim clothing products on the Shopee e-commerce platform in the DKI Jakarta region. The background of this study is based on the phenomenon of the high number of followers and reviews of Muslim clothing stores on Shopee, but not always accompanied by a high level of repeat purchases, thus raising questions about the factors that influence customer retention. This study uses a quantitative approach with the Partial Least Square Structural Equation Modeling (PLS-SEM) method through SmartPLS software. The sample in this study amounted to 210 respondents in DKI Jakarta who had purchased Muslim clothing products on Shopee in the last six months. This study examines the direct and indirect relationships between five variables, namely E-WOM, Online Review s, E-Service Quality, E-Satisfaction, and Customer Retention.The results show that E-WOM, Online Reviews, and E-Service Quality have a significant effect on E-Satisfaction, which in turn has a significant effect on Customer Retention. Furthermore, E-Satisfaction proved to be a mediating variable that strengthened the relationship between the three independent variables and customer retention. These findings contribute theoretically to the understanding of consumer satisfaction and loyalty in the e-commerce context, as well as providing practical implications for businesses to improve service quality, manage reviews effectively, and foster positive communication between customers. Keywords: E-WOM, Online Review , E-Service Quality , E-Satisfaction, Customer Retention, Shopee, Muslim Clothing.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Umi Widyastuti, SE ; 2). Shandy Aditya, BIB, MP
Subjects:	Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Uswatun Hasanah .
Date Deposited:	14 Aug 2025 05:44
Last Modified:	14 Aug 2025 05:44
URI:	http://repository.unj.ac.id/id/eprint/60955

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