Muhamad Dwi Kurniawan, - (2024) PENGARUH E-SERVICE QUALITY TERHADAP E-LOYALTY MELALUI E-SATISFACTION SEBAGAI VARIABEL INTERVENING: Survei Pada Followers Instagram Pengguna Layanan Live shopping @Tokopediaplay. S1 thesis, Universitas Pendidikan Indonesia.
![[img]](http://repository.upi.edu/style/images/fileicons/text.png) |
Text
S_PEM_2009504_Title.pdf Download (821kB) |
|
Text
S_PEM_2009504_Chapter1.pdf Download (499kB) |
|
Text
S_PEM_2009504_Chapter2.pdf Restricted to Staf Perpustakaan Download (423kB) |
|
Text
S_PEM_2009504_Chapter3.pdf Download (427kB) |
|
Text
S_PEM_2009504_Chapter4.pdf Restricted to Staf Perpustakaan Download (725kB) |
|
Text
S_PEM_2009504_Chapter5.pdf Download (132kB) |
|
Text
S_PEM_2009504_Appendix.pdf Restricted to Staf Perpustakaan Download (2MB) |
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan elektronik (e-service quality) terhadap loyalitas elektronik (e-loyalty) melalui kepuasan elektronik (e-satisfaction) sebagai variabel intervening pada pengguna layanan live shopping Tokopedia Play. Penelitian ini menggunakan pendekatan dekriptif kuantitatif dengan teknik sampling purposive sampling sebanyak 400 responden yang tergabung dalam followers instagram pengguna layanan live shopping @tokopediaplay. Metode yang digunakan adalah teknik Structural Equation Model (SEM) untuk menguji hubungan kausalitas antara variabel-variabel tersebut. Hasil penelitian menunjukkan bahwa e-service quality memiliki pengaruh positif dan signifikan terhadap e-satisfaction. Selanjutnya, e-satisfaction juga berpengaruh positif dan signifikan terhadap e-loyalty. Selain itu, e-service quality secara tidak langsung berpengaruh terhadap e-loyalty melalui e-satisfaction sebagai variabel mediasi. Temuan ini mendukung teori perilaku konsumen serta hasil penelitian sebelumnya yang menunjukkan pentingnya kualitas layanan elektronik dalam meningkatkan kepuasan dan loyalitas pelanggan pada platform penyedia layanan live shopping. Dengan demikian, penelitian ini menyimpulkan bahwa peningkatan kualitas layanan elektronik dapat meningkatkan kepuasan pelanggan, yang pada gilirannya akan meningkatkan loyalitas pelanggan. Hal ini menekankan pentingnya bagi Tokopedia Play untuk terus meningkatkan kualitas layanan elektronik mereka untuk mendorong loyalitas pelanggan yang lebih tinggi. This study aims to analyze the effect of e-service quality on e-loyalty through e-satisfaction as an intervening variable for users of Tokopedia Play live shopping services. This study uses a quantitative descriptive approach with a purposive sampling technique of 400 respondents who are members of Instagram followers of users of live shopping services @tokopediaplay. The method used is the structural equation model (SEM) technique to test the causal relationship between these variables. The results show that e-service quality has a positive and significant effect on e-satisfaction. Furthermore, e-satisfaction also has a positive and significant effect on e-loyalty. In addition, e-service quality indirectly affects e-loyalty through e-satisfaction as a mediating variable. These findings support consumer behavior theory as well as the results of previous studies that show the importance of e-service quality in increasing customer satisfaction and loyalty on live shopping service provider platforms. Thus, this study concludes that improving e-service quality can increase customer satisfaction, which in turn increases customer loyalty. This highlights the importance for Tokopedia Play to continuously improve its e-service quality in order to increase customer loyalty.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_articles&hl=id&imq=Muhamad+Dwi+Kurniawan&authuser=1# ID SINTA Dosen Pembimbing Asep Miftahuddin: 6750370 Arief Budiman: 5992927 |
| Uncontrolled Keywords: | E-service quality, E-loyalty, E-Satisaction, Tokopedia Play |
| Subjects: | H Social Sciences > HE Transportation and Communications H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Muhamad Dwi Kurniawan |
| Date Deposited: | 30 Sep 2024 03:28 |
| Last Modified: | 30 Sep 2024 03:28 |
| URI: | http://repository.upi.edu/id/eprint/126448 |
Actions (login required)
 |
View Item |