Pengaruh e-service quality terhadap e-loyalty dimediasi oleh e-trust dan e-satisfaction pada bisnis e-grocery di Jakarta = The effect of e-service quality to e-loyalty mediated by e-trust and e-satisfaction on e-grocery business in Jakarta

Maykewan, Weldon (2019) Pengaruh e-service quality terhadap e-loyalty dimediasi oleh e-trust dan e-satisfaction pada bisnis e-grocery di Jakarta = The effect of e-service quality to e-loyalty mediated by e-trust and e-satisfaction on e-grocery business in Jakarta. Masters thesis, Universitas Pelita Harapan.

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Abstract

Saat ini, tren berbelanjaa pangan secara online atau e-grocey mulai diminati oleh konsumen di Jakarta. Saat ini ada tiga perusahaan e-grocery yang sedang bekerja keras untuk mendomisili industri e-grocery di Asia tenggara, yaitu Redmart, HappyFresh, and Honestbee. Survei yang dilakukan oleh https://blog.jakpat.net (2015) mengenai minat dan pendapat masyarakat di Indonesia untuk menggunakan layanan e-grocery, dari 2205 responden yang diteliti lebih dari 66% responden menyatakan bahwa mereka tidak tertarik untuk berbelanja grocery secara online. Masih banyak kekhawatiran-kekhawatiran yang masih dirasakan oleh para konsumen dalam menggunakan bisnis e-grocery ini. Para pebisnis yang sukses di sektor e-commerce telah menyadari bahwa faktor e-service quality yang tinggi merupakan faktor penentu keberhasilan suatu website. Oleh karena itu, penelitian ini bertujuan mencari tahu pengaruh faktor e-service quality terhadap e- trust dan e-satisfaction dari perusahaan e-grocey di Indonesia agar terbentuknya e-loyalty konsumen. Metode pengumpulan data dilakukan dengan cara non- probability sampling, yaitu dengan menyebarkan kuesioner kepada 125 responden di Jakarta yang minimal telah dua kali berbelanja online grocery. Data dianalisis menggunakan SEM-PLS dengan program SmartPLS. Dari hasil penelitian, didapatkan bahwa faktor e-service quality tidak berpengaruh terhadap e-trust, akan tetapi faktor e-service quality berpengaruh terhadap e-satisfaction. E- satisfaction berpengaruh terhadap e-trust, e-trust bepengaruh terhadap e-loyalty: dan e-satisfaction tidak berpengaruh terhadap e-loyalty. / Nowadays, the demand of online food shopping or e-grocey is starting to increased by people in Jakarta. Currently there are three e-grocery companies that are working hard to dominate the e-grocery industry in Southeast Asia, there are Redmart, HappyFresh, and Honestbee. The survey from https://blog.jakpat.net (2015) about the interest and opinion people in Indonesia about e-grocery business, from 2205 respondents more than 66% of respondents said that they were not interested to do grocery shopping by online. There are still many doubts that felt by consumers in this e-grocery business. Business people in the e- commerce sector have realized that a high e-service quality factor is a determining factor for the success of a website. Therefore, this study aims to find out the effect of e-service quality factors on e-trust and e-satisfaction from e- grocey companies in Indonesia in order to build consumer e-loyalty. Data collected with non-probability sampling method, which is by distributing questionnaires to 125 respondents in Jakarta who had at least used the online grocery twice. Data analyzed by using SEM-PLS with the SmartPLS program. From the results of the study, it found that the e-service quality factor had no effect on e-trust, but e-service quality factor is affecting the e-satisfaction. E- satisfaction affectiong e-trust, e-trust affectiong e-loyalty and e-satisfaction has no effect on e-loyalty.

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Thesis (Masters)

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