The Influence Of E-Service Quality And E-Trust On E-Loyalty Mediated By E-Satisfaction (Study On Shopee Application Users In South Jakarta)
Abstrak
This study aims to examine the effect of E-Service Quality and E-Trust on E-Loyalty among Shopee app users in South Jakarta, with E-Satisfaction as a mediating variable. The sample was obtained using probability sampling and consists of 104 respondents.Using a quantitative approach and SEM-PLS analysis, this study reveals interesting findings. The results show that both E-Service Quality and E-Trust have a significant and positive effect on E-Satisfaction among Shopee users. Furthermore, this study also proves that E-Satisfaction is a key factor in increasing E-Loyalty. E-Service Quality has been proven to directly and indirectly (through E-Satisfaction) influence E Loyalty. However, the results also show that E-Trust does not directly affect E-Loyalty when mediated by E-Satisfaction. This finding indicates that although trust is an important factor in building customer relationships, its influence on loyalty is more focused on increasing customer satisfaction first. Overall, this study makes a significant contribution to understanding the dynamics of the relationship between service quality, trust, satisfaction, and customer loyalty in the context of e-Commerce. The findings can be a reference for e-Commerce companies, especially Shopee, in formulating more effective strategies to increase customer loyalty. By focusing on improving service quality and building customer trust, companies can create a more satisfying shopping experience, which will ultimately increase customer loyalty.
##plugins.generic.usageStats.downloads##
Referensi
Anita, T.L. (2019). The Effect of Perceived Quality in E-Commerce to Customer Loyalty (Wom, Intent, Trust) Through Customer Satisfaction. Journal of Hospitality and Tourism, 4(1), 29–39.
Annur, CM (2023). Internet Users in Indonesia Reach 213 Million People by Early 2023. Databoks.
Antique, & Lestari, D. (2019, October 17). Continuing to Grow, Shopee Transactions More than 1.2 Million Orders Per Day. Retrieved from Viva.co.id: https://www.viva.co.id/arsip/1240555-terus-tumbuh-transaksi-Shopee more-than-1-2-million-pesanan-per-hari
Arianty, N., & Fadilla, N. (2018). Consumer Satisfaction and Quality of Online Reservation Ticket Services on Consumer Loyalty Case Study at PT. Indonesian Railways (PERSERO) Medan. Proceedings of the 8th National Conference, 1-7.
Arka, YA, & Harususilo, YE (2023, June 26). Shopee Still Dominates the e-commerce Market Amid the Presence of New TikTok Shop Players. Retrieved from kompas.com: https://money.kompas.com/read/2023/06/26/080000426/Shopee-tetap dominates-market- e-commerce-di-tengah-kehadiran-new players?page=all
Fachrina, R., & Nawawi, Z.M. (2022). Utilization of Digital Marketing in Increasing Sales for MSMEs in Marelan. Sharia Banking Student Scientific Journal (JIMPA), 2(2), 247–254.
Fauziah. (2020). Online Shop Brand Ambassador Strategy "Shoppee" in Increasing Sales. Journal of Business Studies, 5(2), 1–26.
Fitria, N., Zahrawanny, VP, Al, U., & Indonesia, A. (2020). Utilization of Computers in Art Learning at Raudlatul Azhar Islamic Kindergarten. Proceedings of Literacy in Education in the Digital Era for the Millennial Generation, 347–354.
Divine, A., Indriasari, N., & Monique, EP (2023). Factors Affecting Customer Loyalty At Ervin Cell Counter, South Bengkulu. Journal of Indonesian Management (JIM), Vol. 3, no. 1, 23-36.
Ismail, & Khuzaini. (2023). The Influence of Price, E-Trust, E-Service Quality and E Word of Mouth on Purchasing Decisions in the Shoppe Application (Case Study of Stiesia Surabaya Students). Journal of Management Science and Research, 12(1), 1–19.
Julhadi, J., & Herdi, H. (2022). Use of technology in the Covid-19 pandemic era: A systematic literature review. Therapeutics: Journal of Guidance and Counseling, 6(1), 104–110. https://doi.org/10.26539/teraputik.611003
Kartono, RA, & Halilah, I. (2019). The Influence of E-Trust on E-Loyalty (Study of Sellers in Bukalapak). 10th Industrial Research Workshop and National Seminar, 1204–1213.
Kotler, P., & Keller, K. L. (2023). Marketing Management, Global Edition, 16th edition. Pearson.
Kuska, DAR, Wijayanto, H., & Santoso, A. (2024). Improving The E Satisfaction and E-Loyalty Based on E-Trust and E-Service Quality on Shopee Customer. Journal of Consumer Sciences, 9(1), 22–39.
Manihuruk, B.K. (2023). Analysis of Product Quality and Promotion on Customer Loyalty with Satisfaction as an Intervening Variable at PT Shopee Indonesia. Journal of Business and Management, 1(1), 11–23.
Nurakhmawati, R., Purnamawati, A., & Fahmi, I. (2022). The Influence of Shopee E-Commerce Service Quality on Customer Satisfaction Through Purchasing Decisions. Coopetition: Management Scientific Journal, 13(2), 191 204.
Sahadewa, IGNBAP, Agung, A. . P., Cempaka, NP, & Atmaja, D. (2023). The Influence of E-Service Quality and E-Trust on Grab Customer E-Loyalty in Denpasar City. Journal of Bakti Saraswati, 12(1), 39–50.
Saragih, MG (2019). The Influence of E-Service on E-Loyalty Through E Satisfaction (Study of Shopee Online Store Consumers in Medan City). Mantik Penusa Journal Vol. 3, no. 1, 190-195.
Suprapti, S., & Suparmi. (2020). Building e-Loyalty and e-Satisfaction through e-Service Quality for Semarang City Goride Users. JKBM: Journal of Business and Management Concepts, 6(2), 240–255. https://doi.org/10.31289/jkbm. v6i2.3795
Tabachnick, B. G., & Fidell, L. S. (2019). Using Multivariate Statistics. MA: Pearson.
Tanuwidjaja, W. (2016). Smart Book for Managing Business for Beginners: 101 Guidelines for Business Books to Get Profits Immediately. Yogyakarta: Media Pressindo.
Tjiptono, F. (2020). Marketing Strategy Principles and Applications. Andi Publisher.
Wicaksono, DA (2022). Factors that Influence Customer Loyalty (A Theoretical Study). Ulil Albab: Multidisciplinary Scientific Journal, 1(3), 504 509.