Pengaruh E-Service Quality dan Purchase Intention dengan mediasi Customer Satisfaction terhadap Customer Loyalty pada pelanggan online shopping Tokopedia di Surabaya

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Published: Aug 10, 2023
DOI: https://doi.org/10.37715/jp.v8i4.3992
Keywords:
e-service quality, customer loyalty, customer satisfaction, purchase intention
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Michelle Aprilia Lamusu
Universitas Ciputra Surabaya
Erlina Dwi Ratna Sari
Universitas Ciputra Surabaya

Abstract

Penelitian ini dilakukan untuk menguji pengaruh eservice quality terhadap customer satisfaction, pengaruh purchase intention terhadap customer satisfaction, pengaruh customer satisfaction terhadap customer loyalty, pengaruh eservice quality terhadap customer loyalty, pengaruh purchase intention terhadap customer loyalty,  serta peran mediasi customer satisfaction dalam pengaruh eservice quality dan purchase intention terhadap customer loyalty. Penelitian ini mengadopsi pendekatan metode penelitian kuantitatif dan menganalisis data dengan menggunakan teknik Partial Least Square (PLS) - Structural Equation Modeling (SEM). Populasi yang menjadi subjek penelitian ini adalah pelanggan Tokopedia yang telah melakukan transaksi pembelian dan berdomisili di Surabaya. Sampel yang terlibat dalam penelitian ini terdiri dari 161 responden dari pelanggan yang telah melakukan pembelian ulang lebih dari dua kali. Penelitian ini menunjukkan hasil bahwa eservice quality memiliki pengaruh secara positif dan signifikan terhadap customer satisfaction, purchase intention memiliki pengaruh secara positif dan signifikan terhadap customer satisfaction, customer satisfaction memiliki pengaruh secara positif dan signifikan terhadap customer loyalty, eservice quality memiliki pengaruh secara positif dan signifikan terhadap customer loyalty, purchase intention memiliki pengaruh secara positif dan signifikan terhadap customer loyalty dan pengaruh positif dan signifikan customer satisfaction dalam memediasi eservice quality dan purchase intention terhadap customer loyalty.

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Lamusu, M. A., & Sari , E. D. R. (2023). Pengaruh E-Service Quality dan Purchase Intention dengan mediasi Customer Satisfaction terhadap Customer Loyalty pada pelanggan online shopping Tokopedia di Surabaya. PERFORMA, 8(4), 439–449. https://doi.org/10.37715/jp.v8i4.3992
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Vol. 8 No. 4 (2023): Performa
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