Pengaruh e-service quality dan customer satisfaction terhadap customer loyalty yang dimoderasi oleh customer perceived value pada bukalapak = Effect of e-service quality on customer satisfaction and customer loyalty: moderate effect of customer perceived value towards bukalapak

Denny, Denny and Natania, Natania and Purba, Tarcisia Serafina (2020) Pengaruh e-service quality dan customer satisfaction terhadap customer loyalty yang dimoderasi oleh customer perceived value pada bukalapak = Effect of e-service quality on customer satisfaction and customer loyalty: moderate effect of customer perceived value towards bukalapak. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Diketahui bahwa keberhasilan suatu e-commerce dapat diukur dari bagaimana e- commerce menjaga e-service quality. E-service quality memiliki aspek-aspek yang dapat memberikan kepuasan terhadap konsumen yang akan didukung oleh nilai- nilai yang diberikan oleh perusahaan sesuai dengan persepsi pelanggan terhadap produk sehingga menciptakan loyalitas dari konsumen. Penelitian ini bertujuan untuk melihat pengaruh E-Service Quality terhadap Customer Satisfaction, Customer Satisfaction terhadap Customer loyalty dan Customer Perceived Value terhadap hubungan antara Customer satisfaction dan Customer Loyalty dalam E- Commerce Bukalapak. Desain penelitian ini dilakukan secara kuantitatif. Subjek yang digunakan dalam penelitian ini adalah orang yang pernah menggunakan layanan website dari bukalapak. Responden yang digunakan adalah yang berusia 17 sampai lebih dari 50 tahun berdomisili di Indonesia khususnya Jabodetabek dengan jumlah responden sebanyak 300 responden yang diambil secara acak. Teknik pengumpulan data menggunakan metode electronic and online questionnaires. Hasil dari penelitian ini menunjukkan terdapat pengaruh positif antara E-Service Quality terhadap Customer Satisfaction dan terdapat pengaruh positif antara Customer Satisfaction terhadap Customer Loyalty. Customer Perceived Value juga memoderasi hubungan antara Customer Satisfaction dengan Customer Loyalty. / It is known that the success of an e-commerce can be measured by how e-commerce maintains e-service quality. E-service quality has aspects that can provide satisfaction to consumers which will be supported by the values provided by the company in accordance with customer perceptions of products to create customer loyalty. The aim of this study to look at the effect of E-Service Quality on Customer Satisfaction, Customer Satisfaction on Customer loyalty and Customer Perceived Value on the relationship between Customer satisfaction and Customer Loyalty in Bukalapak E-Commerce. This study was designed quantitatively. The subjects used in this study were people who had used the website service from Bukalapak. Respondents used were those aged 17 till more than 50 years domiciled in Indonesia especially Jabodetabek with 300 respondents taken randomly. Data collection techniques using electronic and online questionnaires. The results of this study indicate there is a positive influence between E-Service Quality on Customer Satisfaction and there is a positive influence between Customer Satisfaction on Customer Loyalty. Customer Perceived Value also moderates the relationship between Customer Satisfaction and Customer Loyalty.

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