MEDIASI E-SATISFACTION TERHADAP E-LOYALTY (Studi Pada Online Shop Shopee)
Keywords:
E-Service Quality, E-Trust, E- Promotion, E-Satisfaction, E-Loyalty, E-Service Quality, E-Trust, E- Promotion, E-Satisfaction, E-LoyaltyAbstract
E-Service Quality, E-Trust, E- Promotion, E-Satisfaction, E-Loyaltyz
Kesetiaan konsumen berasal dari kepuasan berbelanja online berdasarkan pengalaman dalam bertransaksi. Jaminan transaksi yang menciptakan kepercayaan berbelanja online serta tingkat pelayanan suatu web merupakan kunci utama dalam penjualan online. Promosi penjualan online yang dirasa menguntungkan konsumen dapat menciptakan dan mempertahankan loyalitas konsumen yang berinekasi konsumen akan melakukan pembelian ulang yang lebih banyak. Penelitian ini bertujuan menganalisis pengaruh antara variabel e-service quality, e-trust, e-promotion dalam penciptaan variabel e-satisfaction dan mengarah pada e-loyalty. Terdapat 250 responden yang merupakan konsumen Shopee di kota Bandung digunakan untuk mengkaji hubungan dan pengaruh antar variabel penelitian yang diuji melalui hipotesis. Teknik pengumpulan data dilakukan dengan cara penyebaran kuesioner yang disebar pada tahun 2019 di kota Bandung. Hasil penelitian ditemukan adanya hubungan secara langsung antar variabel e-service quality, e-trust dan e-promotion terhadap e-satisfaction dan e-loyalty. Hasil penelitian menunjukan e-satisfaction dapat menjadi variabel mediasi e-service quality, e-trust dan e-promotion untuk meningkatkan e-loyalty.
Kata kunci— E-Service Quality, E-Trust, E- Promotion, E-Satisfaction, E-Loyalty
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