PENGARUH SERVICE QUALITY TERHADAP CUSTOMER LOYALTY YANG DIMEDIASI CUSTOMER SATISFACTION DI E-COMMERCE

Meigy Soelyono(1), Moch Sabur(2*),

(1) Program Studi Manajemen, Fakultas Ekonomi dan Bisnis Universitas Trisakti Jakarta
(2) Program Studi Manajemen, Fakultas Ekonomi dan Bisnis Universitas Trisakti Jakarta
(*) Corresponding Author

Abstract


E-commerce involves a series of processes for buying and selling goods and services online. In Indonesia, e-commerce users reached 196.47 million and are expected to increase to 244.67 million by 2027 (Statista, 2023). Tokopedia, as a significant e-commerce platform, continues to improve its service quality to maintain customer loyalty and increase the number of customers. This study analyzes the impact of service quality on customer loyalty, mediated by customer satisfaction. Using a quantitative approach with a survey method, a sample of 400 respondents who follow Tokopedia's account was obtained through the Taro Yamane formula. Data were collected through an online questionnaire and analyzed using PLS-SEM with SmartPLS software. The results show a positive and significant influence of service quality on customer loyalty, mediated by customer satisfaction. This research provides insights into the importance of service quality in enhancing customer satisfaction and loyalty on the Tokopedia e-commerce platform.


Keywords


Service Quality, Customer Satisfaction, Customer Loyalty, E-Commerce.

Full Text:

PDF

References


Bhatta, K. R., & Durgapal, B. P. (2016). Service Quality Perceptions and Customer Satisfaction In Nepalese Banking Sector. Indian Journal of Commerce & Management Studies, 7(1), 1–7. https://www.researchgate.net/

publication/336719856_service_quality_perception_and_customer_satisfaction_in_nepalese_banking_sector

Kotler, P., & Keller, K. (2016). Marketing Management (15th ed.). Pearson.

Kyeongmin, Y., & Byungjoon, Y. (2023). The Impact of Service Quality on Customer Loyalty through Customer Satisfaction in Mobile Social Media. Sustainability, 15(14), 11214. https://doi.org/10.3390/su151411214

Lovelock, C. H., & Wirtz, J. (2011). Services Marketing People, Technology, Strategy, (7th ed.). Pearson Education.

Sasongko, S. R. (2021). Faktor-Faktor Kepuasan Pelanggan Dan Loyalitas Pelanggan (Literature Review Manajemen Pemasaran). Jurnal Ilmu Manajemen Terapan, 3(1), 104–114. https://doi.org/10.31933/jimt.v3i1.707

Similarweb. (n.d.). Most Visited Ecommerce & Shopping Websites in Indonesia. Similarweb. Retrieved April 22, 2024, from https://www.similarweb.com/top-websites/indonesia/e-commerce-and-shopping/

Statista. (2023). Number of users of e-commerce in Indonesia from 2018 to 2027. Statista. https://www.statista.com/forecasts/251635/e-commerce-users-in-indonesia

Sugiyono. (2019). Metode Penelitian Kuantitatif Kualitatif Dan R&D (2nd ed.). Alfabeta.

Turban, E., King, D., Lee, J. K., Liang, T., & Turban, D. C. (2015). Electronic commerce. In Springer (8th ed., Vol. 29, Issue 3). Springer. https://doi.org/10.1177/0256090920040313




DOI: https://doi.org/10.37365/ebid.v2i2.293

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Lisensi Creative Commons

Karya ini dilisensikan di bawah  Lisensi Internasional Creative Commons Atribusi-NonKomersial-BerbagiSerupa 4.0 .