Pengaruh interaction quality, content quality, service quality terhadap customer loyalty melalui customer satisfaction pada pelanggan lazada di Surabaya

Winarko, Elisa Octavia (2018) Pengaruh interaction quality, content quality, service quality terhadap customer loyalty melalui customer satisfaction pada pelanggan lazada di Surabaya. Bachelor thesis, Universitas Pelita Harapan Surabaya.

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Abstract

Pasar e-commerce di Indonesia mulai meningkat seiring dengan perkembangan jaman dan ini menyebabkan antar perusahaan e-commerce di Indonesia saling bersaing untuk mencapai Customer Loyalty. Salah satu perusahaan e-commerce yang mencapai customer loyalty adalah Lazada. Hal ini dibuktikan dengan pencapaian Lazada pada tahun 2017 yaitu mencapai visitor per bulan lebih tinggi dibandingkan pesaingnya yaitu Tokopedia maupun Elevania. Penelitian ini bertujuan untuk menganalisa pengaruh dari Interaction Quality, Content Quality, Service Quality terhadap Customer Loyalty pada Lazada yang di mediasi oleh variabel Customer Satisfaction. Data ini di dapatkan pada 2018. Pengumpulan data dengan cara menyebar kuisioner. Jumlah responden dalam penelitian ini adalah 100 responden yang di gunakan sebagai sampel dalam penelitian ini dengan menggunakan non-probability sampling dengan metode snowball sampling. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik analisis multiple regression dan program SPSS 16. Hasil dari penelitian ini menunjukkan bahwa variabel Interaction Quality dan Service Quality berpengaruh signifikan terhadap Customer Satisfaction sedangkan variabel Content Quality tidak berpengaruh signifikan terhadap Customer Satisfaction. Variabel Customer Satisfaction berpengaruh signifikan terhadap Customer Loyalty / E-commerce market in Indonesia began to increase along with the times and this caused inter-e-commerce companies in Indonesia to compete to achieve Customer Loyalty. One of the e-commerce companies that achieve customer loyalty is Lazada. This is evidenced by the achievement of Lazada in 2017 that reaches visitors per month higher than competitors ie Tokopedia and Elevania. This study aimed to analyze the influence of Interaction Quality, Content Quality, Service Quality to Customer Loyalty and mediated by Customer Satisfaction. The data used is data collected in 2018. Data collection by distributing questionnaires. The number of respondents in this study is 100 respondents who are used as a sample in this study by using non-probability sampling with snowball sampling method. This research uses quantitative approach with multiple regression analysis technique and SPSS 16 program. The result of this research indicates that Interaction Quality and Service Quality variables significantly influence Customer Satisfaction while Content Quality variable has no significant effect on Customer Satisfaction. Variable Customer Satisfaction have significant effect to Customer Loyalty

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