Pengaruh E-Service Quality, Customer E-Satisfaction dan Customer Value Terhadap Customer E-Loyalty Dimoderasi Oleh Brand Image Melalui E-Crm Quality Sebagai Variabel Intervening (Studi Pada Layanan Traveloka)

Abstract

Penelitian ini bertujuan untuk menguji variabel-variabel yang memengaruhi loyalitas konsumen secara elektronik melalui peran moderasi citra merek dan peran mediasi kualitas customer relationship management secara elektronik, meliputi kualitas layanan secara elektronik, kepuasan pelanggan secara elektronik, dan nilai pelanggan. Penelitian ini merupakan penelitian kuantitatif dengan sampel sebanyak 152 orang yang dipilih menggunakan teknik purposive sampling. Alat analisis yang digunakan adalah PLS-SEM dengan menggunakan software SmartPLS 3.2.8. Hasil temuan dari penelitian ini adalah E-CRM quality berpengaruh positif signifikan terhadap customer e-loyalty. E-service quality, customer e-satisfaction, dan customer value berpengaruh positif signifikan terhadap customer e-loyalty melalui peran mediasi E-CRM quality. Meskipun demikian, brand image tidak mampu memoderasi pengaruh e-service quality, customer e-satisfaction, dan customer value terhadap customer e-loyalty melalui peran mediasi E-CRM quality.

This study aims to investigate the variables that affect customer e-loyalty through the moderation and mediation role of brand image and E-CRM quality. Those variables includes e-service quality, customer e-satisfaction, and customer value. This is a quantitative research with 152 respondents, choosen through the purposive sampling technique. The analytical tool used is PLS-SEM using SmartPLS 3.2.8 software. The findings are that E-CRM quality is positively and significantly related to customer e-loyaty, e-service quality, customer esatisfaction, and customer value is positively and significantly take effect to customer e-loyalty through the mediation role ofE-CRM quality. However, brand image cannot moderate the effects of e-service quality, customer e-satisfaction, and customer value towards customer e-loyalty through the mediating role ofE-CRM quality.