PENGARUH SERVICE QUALITY DAN PRODUCT QUALITY TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION PADA PENGGUNA E-COMMERCE DI JABODETABEK

ROSA DELIA, . (2023) PENGARUH SERVICE QUALITY DAN PRODUCT QUALITY TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION PADA PENGGUNA E-COMMERCE DI JABODETABEK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Service Quality dan Product Quality terhadap Customer Loyalty melalui Customer Satisfaction pada Pengguna E-Commerce di Jabodetabek. Survei penelitian dilakukan di Jabodetabek dengan menggunakan kuesioner daring dan melibatkan para pengguna yang sering berbelanja online di Shopee sebanyak lima kali selama tiga bulan terakhir. Sampel dipilih menggunakan teknik purposive sampling dengan 200 responden. Teknik analisis data menggunakan SPSS versi 26 dan Structural Equation Model (SEM) AMOS untuk mengelola dan menganalisis data hasil penelitian. Hasil dari penelitian ini menunjukkan bahwa ketujuh hipotesis diterima, H1 – Service Quality berpengaruh signifikan terhadap Customer Satisfaction dengan nilai C.R 3,302>1,98 dan P 0,000<0,05, H2 − Product Quality berpengaruh signifikan terhadap Customer Satisfaction dengan nilai C.R 2,259>1,98 dan P 0,024<0,05, H3 − Customer Satisfaction berpengaruh signifikan terhadap Customer Loyalty dengan nilai C.R 5,005>1,98 dan P 0,000<0,05, H4 − Service Quality berpengaruh signifikan terhadap Customer Loyalty dengan nilai C.R 4,762>1,98 dan P 0,000<0,05, H5 − Product Quality berpengaruh signifikan terhadap Customer Loyalty dengan nilai C.R 6,007>1,98 dan P 0,000<0,05, H6 − Service Quality berpengaruh signifikan terhadap Customer Loyalty melalui Customer Satisfaction dengan nilai standardized indirect effect sebesar 0,041<0,05 dan standardized indirect effect two tailed significance sebesar 0,012<0,05, dan H7 − Product Quality berpengaruh signifikan terhadap Customer Loyalty melalui Customer Satisfaction dengan nilai standardized indirect effect sebesar 0,039<0,05 dan standardized indirect effect two tailed significance sebesar 0,034<0,05. Kata kunci: Customer Loyalty, Customer Satisfaction, Product Quality, dan Service Quality. This study aims to determine the effect of Service Quality and Product Quality on Customer Loyalty through Customer Satisfaction in E-Commerce Users in Jabodetabek. The research survey was conducted in Jabodetabek using an online questionnaire and involved users who often shop online at Shopee five times during the last three months. The sample was selected using purposive sampling technique with 200 respondents. The data analysis technique used SPSS version 26 and AMOS Structural Equation Model (SEM) to manage and analyze the research data. The results of this study indicate that all seven hypotheses are accepted, H1 - Service Quality has a significant effect on Customer Satisfaction with a C.R value of 3.302> 1.98 and P 0.000 <0.05, H2 - Product Quality has a significant effect on Customer Satisfaction with a CR value 2.259>1.98 and P 0.024<0.05, H3 - Customer Satisfaction has a significant effect on Customer Loyalty with a value of C.R 5.005>1.98 and P 0.000<0.05, H4 - Service Quality has a significant effect on Customer Loyalty with a value of C. R 4.762>1.98 and P 0.000 <0.05, H5 - Product Quality has a significant effect on Customer Loyalty with a value of C.R 6,007>1.98 and P 0.000<0.05, H6 - Service Quality has a significant effect on Customer Loyalty through Customer Satisfaction with a standardized indirect effect value of 0.041<0.05 and a standardized indirect effect two tailed significance of 0.012<0.05, and H7 - Product Quality has a significant effect on Customer Loyalty through Customer Satisfaction with a standardized indirect effect value of 0.039<0.05 and a standardized indirect effect two tailed significance of 0.034<0.05. Keywords: Customer Loyalty, Customer Satisfaction, Product Quality, and Service Quality.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Corry Yohana, MM. ; 2). Rahmi, S.E., M.S.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 17012 not found.
Date Deposited:	01 Mar 2023 02:14
Last Modified:	01 Mar 2023 02:14
URI:	http://repository.unj.ac.id/id/eprint/37538

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