PENGARUH E-SERVICE QUALITY TERHADAP USER LOYALTY DIMEDIASI USER EXPERIENCE (Studi Kasus Pada User Grabfood di 48 Street Café)

Thian Agus Akbar, - (2023) PENGARUH E-SERVICE QUALITY TERHADAP USER LOYALTY DIMEDIASI USER EXPERIENCE (Studi Kasus Pada User Grabfood di 48 Street Café). S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu/

Abstract

Penelitian ini menganalisis hubungan antara E-Service Quality, User Experience, dan User Loyalty pada pengguna aplikasi GrabFood di 48 Street Cafe Tasikmalaya. Berdasarkan hasil analisis jalur, ditemukan bahwa E-Service Quality secara langsung berpengaruh positif terhadap User Loyalty. Dimensi-dimensi E-Service Quality seperti Reliability, Security, Ease of Use, Product Portfolio, Competence, dan Responsiveness memiliki pengaruh yang beragam terhadap User Loyalty, dengan masing-masing memiliki path coefficient yang berbeda. Selanjutnya, penelitian ini membuktikan bahwa E-Service Quality memiliki pengaruh langsung dan positif terhadap User Experience. Hasil evaluasi menunjukkan bahwa perbaikan dalam E-Service Quality dapat meningkatkan pengalaman pengguna yang positif. User Experience juga terbukti berperan sebagai variabel mediasi yang signifikan antara E-Service Quality terhadap User Loyalty. Dengan meningkatnya User Experience akibat E-Service Quality yang lebih baik, tercipta kepuasan dan ikatan emosional yang lebih kuat pada pengguna, yang pada gilirannya meningkatkan loyalitas. Dalam konteks ini, dimensi User Experience seperti Attractiveness, Perspicuity, Efficiency, Dependability, Stimulation, dan Novelty memiliki pengaruh yang berbeda-beda terhadap User Loyalty. Temuan ini mengindikasikan bahwa fokus pada perbaikan kualitas E-Service dapat secara positif memengaruhi User Experience dan pada akhirnya memperkuat loyalitas pengguna. Penelitian ini memberikan wawasan bagi bisnis, terutama di industri layanan digital, untuk mengarahkan upaya dalam meningkatkan E-Service Quality dan mengoptimalkan User Experience demi meningkatkan User Loyalty secara efektif. This research examines the relationship between E-Service Quality, User Experience, and User Loyalty among users of the GrabFood application at 48 Street Cafe Tasikmalaya. Based on path analysis results, it was found that E-Service Quality directly and positively influences User Loyalty. The dimensions of E-Service Quality, such as Reliability, Security, Ease of Use, Product Portfolio, Competence, and Responsiveness, have varying effects on User Loyalty, each with distinct path coefficients. Furthermore, this study establishes that E-Service Quality has a direct and positive impact on User Experience. The evaluation results demonstrate that enhancements in E-Service Quality can elevate positive user experiences. User Experience also serves as a significant mediating variable between E-Service Quality and User Loyalty. As User Experience improves due to enhanced E-Service Quality, greater satisfaction and emotional attachment are forged with users, consequently elevating loyalty. In this context, dimensions of User Experience such as Attractiveness, Perspicuity, Efficiency, Dependability, Stimulation, and Novelty exhibit varying degrees of influence on User Loyalty. These findings indicate that focusing on enhancing E-Service Quality can positively affect User Experience and ultimately fortify user loyalty. This research provides insights for businesses, particularly in the digital service industry, to direct efforts towards improving E-Service Quality and optimizing User Experience to effectively enhance User Loyalty.

Item Type: Thesis (S1)
Additional Information: Link Google Scholar: https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosem Pembimbing: Yogi Prasetyo : 6745790 Syti Sarah Maesaroh : 6681118
Uncontrolled Keywords: E-Service Quality, User Experience, User Loyalty, Digital Services.
Subjects: L Education > L Education (General)
Divisions: UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User: Thian Agus Akbar
Date Deposited: 13 Nov 2023 02:55
Last Modified: 13 Nov 2023 02:55
URI: http://repository.upi.edu/id/eprint/112753

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