PENGARUH E-SERVICE QUALITY DAN PRICE FAIRNESS TERHADAP E-LOYALTY MELALUI E-SATISFACTION PADA SELLER SHOPEE

VERA DEYANA CINDY, . (2026) PENGARUH E-SERVICE QUALITY DAN PRICE FAIRNESS TERHADAP E-LOYALTY MELALUI E-SATISFACTION PADA SELLER SHOPEE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Pertumbuhan pesat e-commerce di Indonesia telah menjadikan Shopee sebagai marketplace dengan dominasi tertinggi. Namun, hadirnya pesaing baru menimbulkan tantangan strategis bagi Shopee dalam mempertahankan loyalitas seller, terutama terkait persepsi atas biaya administrasi dan kualitas layanan yang ditawarkan. Penelitian ini bertujuan untuk menganalisis pengaruh e-service quality dan price fairness terhadap e-loyalty pada seller Shopee melalui e-satisfaction sebagai variabel mediasi, menggunakan pendekatan teori Stimulus–Organism Response (S-O-R). Sampel penelitian ini terdiri dari 205 seller Shopee yang berlokasi usaha di wilayah Jabodetabek dan aktif berjualan dalam enam bulan terakhir, yang dipilih menggunakan teknik judgmental sampling. Data dikumpulkan melalui kuesioner berskala Likert enam poin dan dianalisis menggunakan software Microsoft Excel dan SmartPLS 4. Hasil penelitian menunjukkan bahwa e-service quality berpengaruh positif dan signifikan terhadap e-satisfaction dan e-loyalty. Sementara itu, price fairness berpengaruh positif dan signifikan terhadap e-satisfaction, namun tidak berpengaruh signifikan terhadap e-loyalty. Selanjutnya, e-satisfaction berpengaruh positif dan signifikan terhadap e-loyalty. Adapun secara tidak langsung, e-satisfaction tidak memediasi pengaruh e-service quality terhadap e-loyalty, namun memediasi pengaruh price fairness terhadap e-loyalty. ***** The rapid growth of e-commerce in Indonesia has made Shopee the leading marketplace with the highest level of dominance. However, the emergence of new competitors poses strategic challenges for Shopee in maintaining seller loyalty, particularly regarding perceptions of administrative fees and the quality of services offered. This study aims to analyze the influence of e-service quality and price fairness on Shopee sellers’ e-loyalty through e-satisfaction as a mediating variable, using the Stimulus–Organism–Response (S-O-R) theoretical approach. The sample of this study consists of 205 Shopee sellers who operate their businesses in the Greater Jakarta area (Jabodetabek) and have been actively selling within the past six months, selected using a judgmental sampling technique. Data were collected using a six-point Likert scale questionnaire and analyzed using Microsoft Excel and SmartPLS 4 software. The results show that e-service quality has a positive and significant effect on e-satisfaction and e-loyalty. Meanwhile, price fairness has a positive and significant effect on e-satisfaction, but does not have a significant effect on e-loyalty. Furthermore, e-satisfaction has a positive and significant effect on e-loyalty. Indirectly, e-satisfaction does not mediate the relationship between e-service quality and e-loyalty, but it mediates the relationship between price fairness and e-loyalty.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Ryna Parlyna, MBA.; 2). Adnan Kasofi, S.Pd., MBA.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Users 32903 not found.
Date Deposited:	03 Feb 2026 01:58
Last Modified:	03 Feb 2026 01:58
URI:	http://repository.unj.ac.id/id/eprint/64592

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