PENGARUH E-SERVICE QUALITY DANE-SATISFACTIONTERHADAPE-LOYALTY
Studi pada Pelanggan Situs Jual Beli Shopee di Purworejo
Keywords:
e-service quality, e-satisfaction, e-loyaltyAbstract
This research aims to find out whether partially and simultaneously there is a positive and significant influence between e-service quality and e-satisfaction on e-loyalty among customers of the Shopee buying and selling site in Purworejo. The data source uses a questionnaire. The population in this study are customers who have purchased more than 3 times on the Shopee buying and selling site in Purworejo. The sampling technique used was purposive sampling. The sample used was 30 people. The data analysis techniques used are validity test, reliability test, multiple regression analysis, coefficient of determination, t test and F test. The results of the validity test prove that all the statement items for the variables e-service quality, e-satisfaction and e-loyalty show a Pearson correlation value of more than 0.3. The results of the reliability test show that the Cronbach's alpha value for the e-service quality, e-satisfy action and e-loyalty variables is more than 0.70. The results of multiple linear regression analysis show: a) a constant of 0.672; b) b1 value of 0.122; c) b2 value of 0.743. The results of the coefficient of determination show an AdjustedRsquare value of 0.953. This means that e-service quality and e-satisfaction contribute 95.3% to e-loyalty. The t test results show: a) the t value of the e-service quality variable is greater than t table (2.370 > 1.699) or a sig value of 0.025 (p < 0.05); b) the tcount value of the e-satisfaction variable is greater than ttable (3.747 > 1.699) or the sig value is 0.001 (p < 0.05). The results of the F test show that the F value is 292.628, which is greater than 4, and the sig value is 0.000 (p < 0.05).
References
Anderson, R.E., dan Srinivasan, S.S. 2003. E-Satisfaction and E-Loyalty: A Contingenc y Framework. Psychology & Mark eting, 20 (2): 123-138.Cyr, D., dkk. 2004. Design and E-loya lty Across Cultures In Electronic Commerce. SixthInternational Conference on Electronic Commerce, Association for Computing Machinery (ACM): 351-360.Gommans, M., dkk. 2001. From Brand Loyalty to E-Loyalty: A Conceptual Framework. Journal of Economic and Social Research, 3 (1): 43-58.Hoyer, W.D., dan MacInnis, D.J. 2010. Consumer Behavior. USA: South-Western.Kementerian Perdagangan Republik Indonesia. 2015. Laporan Ak hir Analisis Penerapan Pencantuman Harga Pada Barang. Jakarta: Pusat Kebijaka n Perdagangan Dalam Negeri Badan Pengkajian dan Pengembangan Kebijaka n Perdagangan Kementerian Perdagangan Republik Indonesia.
Kotler, P., dan Armstrong, G. 2018. Principles of Mark eting. New Jersey: Prentice-Hall, Inc.Kotler, P., dan Keller, K.L. 2016. Mark eting Management. New Jersey: Pearson Education, Inc.Ladhari, R. 2010. Developing E-Service Quality Scales: A Literature Review. Journal of Retailing and Consumer Services, 17: 464-477.Magdalena, A., dan Jaolis, F. 2018. Analisis antara E-Service Quality, E-Satisfaction, dan E-Loyalty dalam Konteks E-Commerce Blibli. Jurnal Strategi Pemasaran, 5 (2): 1-11.Melinda. 2017. Pengaruh E-Service Quality terhadap E-Loyalty Pelanggan Go-Jek melalui E-Satisfaction pada Kategori Go-Ride. AGORA, 5 (1): 1-6.Muslim, A. 2019. 2019, Pengguna Internet Tembus 175 Juta. Jumat, 4 Januari 2019.Oliver, R.L. 2015. Satisfaction A Behavioral Perspective on the Consumer. USA: Routledge.Parasuraman, A., dkk. 2005. E-S-Qua l: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7 (X): 1-21.Purnamasari, D. 2018. The Roles of E-Service Quality, E-Trust, and E-Satisfaction on Online Retail Loyalty. Industrial Research Work shop and National Seminar 9th, 634-641.Salmah, N.N., dkk. 2021. Peran E-satisfaction dalam memedia s i Pengaruh E-service Quality terhadap E-loyalty Pelanggan pada Toko Online Cilufio. Ek onomis: Journal of Economics and Business, 5 (1): 132-140.Srinivasan, S.S., dkk. 2002. Customer Loyalty in E-Commerce: An Exploration of its Antecedents and Consequences. Journal of Retailing, 78: 41-50.Wirtz, J., dan Lovelock, C. 2018. Essentials of Service Mark eting. England: Pearson Education Limited.Yang, H.O., dan Tsa, F.S. 2007. General E-S-QUAL Scales Applied To Websites Satisfaction and Loyalty Model. Communications of the IIMA, 7 (2): 115-126.https://id.wikipedia.org/w iki/Shopee_Indonesia).
