Pengaruh e-commerce innovation dan e-service quality Shopee terhadap customer satisfaction dan customer loyalty pengguna Shopee di Jabodetabek

Sutanto, Carissa (2023) Pengaruh e-commerce innovation dan e-service quality Shopee terhadap customer satisfaction dan customer loyalty pengguna Shopee di Jabodetabek. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan teknologi yang pesat mendorong perubahan perilaku dalam Masyarakat khususnya dalam penggunaan e-commerce untuk bertransaksi. Penelitian ini bertujuan untuk mengetahui Pengaruh E-Commerce Innovation dan E-service Quality terhadap Customer Satisfaction dan Customer Loyalty pada pengguna Shopee di Jabodetabek. Penelitian ini menggunakan metode kuantitatif dengan metode pengumpulan data menggunakan kuesioner elektronik yang dirangkai melalui Google Forms dan dibagikan kepada responden melalui LINE, WhatsApp dan Instagram. Penelitian ini menggunakan purposive sampling dengan 214 responden. Hasil penelitian ini adalah semua hipotesis didukung. E-commerce innovation ditemukan memiliki pengaruh positif terhadap Customer Satisfaction. E-commerce innovation ditemukan memiliki pengaruh positif terhadap Customer Loyalty. E-service quality ditemukan memiliki pengaruh positif terhadap Customer Satisfaction.E-service quality ditemukan memiliki pengaruh positif terhadap Customer Loyalty. Customer Satisfaction ditemukan memiliki pengaruh positif terhadap Customer Loyalty. E-commerce innovation ditemukan memiliki pengaruh positif terhadap Customer Loyalty yang dimediasi oleh Customer Satisfaction dan E-service quality ditemukan memiliki pengaruh positif terhadap Customer Loyalty yang dimediasi oleh Customer Satisfaction. / Rapid technological developments encourage changes in behavior in society, especially in the use of e-commerce for transactions. This research aims to determine the influence of E-Commerce Innovation and E-service Quality on Customer Satisfaction and Customer Loyalty among Shopee users in Jabodetabek. This research uses a quantitative method with data collection methods using electronic questionnaires compiled via Google Forms and distributed to respondents via LINE, WhatsApp and Instagram. This research used purposive sampling with 214 respondents. The results of this research are that all hypotheses are supported. E-commerce innovation was found to have a positive influence on Customer Satisfaction. E-commerce innovation was found to have a positive influence on Customer Loyalty. E-service quality was found to have a positive influence on Customer Satisfaction. E-service quality was found to have a positive influence on Customer Loyalty. Customer Satisfaction was found to have a positive influence on Customer Loyalty. E-commerce innovation was found to have a positive influence on Customer Loyalty which was mediated by Customer Satisfaction and E-service quality was found to have a positive influence on Customer Loyalty which was mediated by Customer Satisfaction.

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