Pengaruh e-service quality, sales promotion, dan brand image terhadap customer loyalty, dengan perceived value sebagai variabel perantara (studi pada pengguna Spaylater Indonesia)

Karina, Ela Putri (2023) Pengaruh e-service quality, sales promotion, dan brand image terhadap customer loyalty, dengan perceived value sebagai variabel perantara (studi pada pengguna Spaylater Indonesia). Masters thesis, Universitas Pelita Harapan.

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Abstract

Setiap e-commerce di Indonesia berlomba untuk menyediakan layanan terbaik untuk pelanggannya, termasuk Shopee dengan menyediakan metode Spaylater. Tujuan dari penelitian ini adalah untuk mengidentifikasi faktor-faktor yang dapat mempengaruhi loyalitas pelanggan atau customer loyalty pengguna Spaylater. Terdapat lima variabel dan tujuh hipotesis yang digunakan, yaitu E-Service Quality, Sales Promotion, dan Brand Image sebagai variabel independen, Perceived Value sebagai variabel perantara, dan Customer Loyalty sebagai variabel dependen. Data penelitian dikumpulkan melalui survei atau kuesioner sebanyak 60 responden yang disebar kepada pengguna Spaylater. Penelitian ini menunjukkan bahwa E-Service Quality, Sales Promotion dan Brand Image memiliki pengaruh positif dan signifikan terhadap Perceived Value. E-Service Quality juga terbukti berpengaruh positif dan signifikan terhadap Customer Loyalty. Namun, Sales Promotion dan Brand Image tidak memiliki pengaruh langsung terhadap Customer Loyalty.. Perceived Value terbukti memiliki pengaruh positif dan signifikan terhadap Customer Loyalty. Penelitian ini menggunakan metode SEM-PLS dengan menggunakan SmartPLS.3. / Every e-commerce in Indonesia competes to provide the best service for its customers, including Shopee by providing the Spaylater method. The aim of this study is to identify the determinants that influence the Customer Loyalty of Spaylater users. The study utilizes five variables and tests seven hypotheses, using E-Service Quality, Sales Promotion, and Brand Image as independent variables, Perceived Value as a mediating variable, and Customer Loyalty as the dependent variable. The data were collected through surveys or questionnaires with 60 valid respondents disseminated to Spaylater users. The findings demonstrate that E- Service Quality, Sales Promotion & Brand Image significantly and positively influences Perceived Value. E-Service Quality is also shown to have a significant positive effect on Customer Loyalty. However, Sales Promotion & Brand Image does not directly influence Customer Loyalty. Perceived Value, however, is shown to significantly and positively impact Customer Loyalty. This research utilizes the SEM-PLS method using SmartPLS 3.

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