Analisis E-Service Quality Terhadap E-Loyalty Dengan Variabel Intervening E-Satisfaction Pada Pengguna Mobile E-Marketplace: Studi Pada E-Marketplace Shopee.

Abstract

Berbelanja secara online shop memiliki beberapa keuntungan di antaranya seperti menghemat waktu dalam berbelanja, dapat dengan mudah membandingkan harga produk antar toko online sebelum membeli dan adanya keberagaman pilihan produk. Tujuan penelitian ini untuk menganalisis e-service quality, e-customer loyalty dan e-satisfaction dalam pengguna fasilitas dari jasa pelayanan yang diberikan marketplace Shopee. Penelitian ini menggunakan metode analisis SEM yang membutuhkan jumlah 140 sampel. Tahapn dalam analisis ini dilakukan dengan melakukan uji reabilitas dan validitas. Kemudian dilakukan uji normalitas dan dilanjutkan dengan pengujian goodness of fit dan uji hipotesis. Dari hasil penelitian yang telah dilakukan menunjukan adanya dua hipotesis yang diterima dan satu hipotesis ditolak. Pengaruh yang telah dibukikan diantaranya adalah variabel Electronic Service Quality (ESQ) berpengaruh terhadap Electronic Satisfaction (ES). Variable Electronic Satisfaction (ES) terhadap Electronic Loyalty (EL) pada pengguna aplikasi mobile Shopee. Namun pada penelitian ini menunjukan hal lain, yaitu belum adanya pengaruh antara Electronic Service Quality (ESQ) juga berpengaruh terhadap Electronic Loyalty (EL).

Shopping online shop has several advantages including saving time in shopping, can easily compare the prices of products between online stores before buying and the diversity of product choices. The purpose of this study is to analyze e-service quality, e-customer loyalty and e-satisfaction in users of facilities from the services provided by the Shopee marketplace. This study uses a SEM analysis method that requires 140 samples. Stage in this analysis is carried out by testing reliability and validity. Then the normality test was carried out and continued with testing of goodness of fit and hypothesis testing. The results of research that has been done shows the existence of two hypotheses that are accepted and one hypothesis rejected. The influences that have been recorded include the Electronic Service Quality (ESQ) variable which affects Electronic Satisfaction (ES). Variable Electronic Satisfaction (ES) for Electronic Loyalty (EL) for Shopee mobile application users. However, this study shows another thing, namely the lack of influence between Electronic Service Quality (ESQ) and also influence Electronic Loyalty (EL).