PENGARUH E-SERVICE QUALITY DAN E-TRUST TERHADAP ESATISFACTION DAN DAMPAKNYA TERHADAP E-LOYALTY PADA ECOMMERCE TOKOPEDIA
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Institusion
Universitas Darma Persada
Author
Andrean Timoti, Rorong
Subject
658.81 Sales Management/Manajemen Pemasaran
Datestamp
2024-04-16 02:42:48
Abstract :
Abstrak Tujuan penelitian ini adalah untuk menganalisis pengaruh E-Service Quality dan E-Trust terhadap E-Satisfaction dan dampaknya terhadap E-Loyalty pada pengguna Tokopedia. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 100 responden yaitu pengguna Tokopedia di Kota Bekasi. Pengumpulan sampel dilakukan dengan menggunakan rumus proporsi tak terduga. Alat analisis yang digunakan adalah Analisis Jalur ( Path Analysis ). Pengujian hipotesis secara simultan menggunakan uji F, secara parsial menggunakan uji T, hasil penelitian menunjukan bahwa (1) pengaruh e-service quality terhadap e-satisfaction berpengaruh positif dan signifikan, (2) pengaruh e- service quality terhadap e-loyalty berpengaruh positif dan signifikan, (3) pengaruh e-trust terhadap e-satisfaction berpengaruh positif dan signifikan, (4) pengaruh e- trust terhadap e-loyalty berpengaruh positif dan signifikan, (5) pengaruh e- satisfaction terhadap e-loyalty berpengaruh positif dan signifikan, (6) pengaruh e- service quality dan e-trust terhadap e-satisfaction dan dampaknya terhadap e- loyalty berpengaruh positif dan signifikan ABSTRACT The purpose of this study was to analyze the effect of E-Service Quality and E- Trust on E-Satisfaction and its impact on E-Loyalty on Tokopedia users. Data collection was carried out by distributing questionnaires to 100 respondents namely Tokopedia users in Bekasi City. Sample collection is done using the formula of unexpected proportions. The analytical tool used is Path Analysis. Hypothesis testing simultaneously using the F test, partially using the T test, the results showed that (1) the effect of e-service quality on e-satisfaction has a positive and significant effect, (2) the effect of e-service quality on e-loyalty has a positive effect and significant, (3) the effect of e-trust ¬ on e-satisfaction has a positive and significant effect, (4) the effect of e-trust on e-loyalty has a positive and significant effect, (5) the effect of e-satisfaction on e-loyalty has a positive and significant effect , (6) the effect of e-service quality and e-trust on e- satisfaction and the impact on e-loyalty have positive and significant effects
Abstrak Tujuan penelitian ini adalah untuk menganalisis pengaruh E-Service Quality dan E-Trust terhadap E-Satisfaction dan dampaknya terhadap E-Loyalty pada pengguna Tokopedia. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 100 responden yaitu pengguna Tokopedia di Kota Bekasi. Pengumpulan sampel dilakukan dengan menggunakan rumus proporsi tak terduga. Alat analisis yang digunakan adalah Analisis Jalur ( Path Analysis ). Pengujian hipotesis secara simultan menggunakan uji F, secara parsial menggunakan uji T, hasil penelitian menunjukan bahwa (1) pengaruh e-service quality terhadap e-satisfaction berpengaruh positif dan signifikan, (2) pengaruh e- service quality terhadap e-loyalty berpengaruh positif dan signifikan, (3) pengaruh e-trust terhadap e-satisfaction berpengaruh positif dan signifikan, (4) pengaruh e- trust terhadap e-loyalty berpengaruh positif dan signifikan, (5) pengaruh e- satisfaction terhadap e-loyalty berpengaruh positif dan signifikan, (6) pengaruh e- service quality dan e-trust terhadap e-satisfaction dan dampaknya terhadap e- loyalty berpengaruh positif dan signifikan ABSTRACT The purpose of this study was to analyze the effect of E-Service Quality and E- Trust on E-Satisfaction and its impact on E-Loyalty on Tokopedia users. Data collection was carried out by distributing questionnaires to 100 respondents namely Tokopedia users in Bekasi City. Sample collection is done using the formula of unexpected proportions. The analytical tool used is Path Analysis. Hypothesis testing simultaneously using the F test, partially using the T test, the results showed that (1) the effect of e-service quality on e-satisfaction has a positive and significant effect, (2) the effect of e-service quality on e-loyalty has a positive effect and significant, (3) the effect of e-trust ¬ on e-satisfaction has a positive and significant effect, (4) the effect of e-trust on e-loyalty has a positive and significant effect, (5) the effect of e-satisfaction on e-loyalty has a positive and significant effect , (6) the effect of e-service quality and e-trust on e- satisfaction and the impact on e-loyalty have positive and significant effects
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