Analisis pengaruh E-service quality terhadap e-loyalty melalui e-satisfaction dengan website familiarity sebagai variabel pemoderasi pada perusahaan gojek = Analysis of e-service quality effect on e-loyalty through e-satisfaction with familiarity website as a moderating variables in gojek company

Carissa, Stella (2021) Analisis pengaruh E-service quality terhadap e-loyalty melalui e-satisfaction dengan website familiarity sebagai variabel pemoderasi pada perusahaan gojek = Analysis of e-service quality effect on e-loyalty through e-satisfaction with familiarity website as a moderating variables in gojek company. Bachelor thesis, Universitas pelita harapan.

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Abstract

Tujuan dari penelitian ini adalah untuk menyelidiki pengaruh e-service quality terhadap e-loyalty melalui e-satisfaction dengan website familiarity sebagai variabel pemoderasi pada perusahaan Gojek. Fenomena yang ada didalam penelitian ini adalah Gojek yang menjadi Top of mind tetapi ternyata jumlah pengguna Gojek tidak selalu lebih unggul.Pendekatan penelitian ini adalah penelitian kuantitatif dengan metode pengumpulan data menggunakan kuesioner elektronik berbentuk Google Forms. Model pengukuran model luar dan dalam dianalisis dengan Smart PLS 3.0. Model luar terdiri dari uji validitas dan reliabilitas sedangkan model dalam menguji uji R-square, T-statistik, dan P-value. Selanjutnya, SEM dilakukan untuk menguji hubungan konstruk dalam kerangka teori penelitian ini. Hasil penelitian ini menunjukkan bahwa kualitas layanan berpengaruh positif dan signifikan dengan loyalitas dan juga kepuasan tetapi familiaritas situs web tidak memoderasi hubungan antara kualitas layanan loyalitas, antara kualitas layanan dan kepuasan dan juga kepuasan dengan loyalitas. / The purpose of this study was to investigate the effect of e-service quality on e-loyalty through e-satisfaction with website familiarity as a moderating variable in the Gojek company. The phenomenon in this research is that Gojek is the Top of mind but it turns out that the number of Gojek users is not always superior. The approach of this research is quantitative research with data collection methods using an electronic questionnaire in the form of Google Forms. The outer and inner model measurements were analyzed using Smart PLS 3.0. The external model consists of validity and reliability tests, while the model in testing the R-square test, T-statistic, and P-value. Furthermore, SEM was carried out to test the construct relationships within the theoretical framework of this study. The results of this study indicate that service quality has a positive and significant effect on loyalty and satisfaction, but website familiarity does not moderate the relationship between service quality and loyalty, between service quality and satisfaction and also satisfaction with loyalty.

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