The relationship of service quality on customer loyalty mediated by overall service quality and satisfaction of UNIQLO online store in Jabodetabek

Fabio, Devin Andrian (2021) The relationship of service quality on customer loyalty mediated by overall service quality and satisfaction of UNIQLO online store in Jabodetabek. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This research aims to determine the effect of e-service quality on Uniqlo Online Store e-loyalty which is mediated by overall e-service quality and e-satisfaction. Large companies are currently using technology to be able to market their products more widely, one of them is a fashion retailer company, namely Uniqlo, which uses websites and applications as online stores to be able to market their products where eservice quality is very influential here so that consumer e-loyalty to the online store is maintained. Based on the results of the research that has been made, it shows that the company needs to improve the e-service quality of the online store so that customers remain loyal. Companies are expected to pay attention to or see consumer e-loyalty from several variables, namely e-service quality, overall e-service quality, and esatisfaction. The author took respondents who had shopped at least 3 times at UNIQLO Online Store in Indonesia. Respondents in this research were 250 respondents. This research use Partial Least Square - Structural Equation Modeling (PLS-SEM) as data analysis method and processed by using SmartPLS software. The results showed that the e-service quality variable has a positive and significant effect on the responses from UNIQLO Online Store customers, so that customers will maintain their e-loyalty which is mediated by overall e-service quality and e-satisfaction.

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