Analisis pengaruh engagement, interactivity dan online trust dalam membangun loyalitas pelanggan pada bisnis transportasi online

Idnumasta, Andi Egha (2019) Analisis pengaruh engagement, interactivity dan online trust dalam membangun loyalitas pelanggan pada bisnis transportasi online. Masters thesis, Universitas Pelita Harapan.

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Abstract

This study aims to analyze and test the positive effect from engagement, interactivity and online trust variables on customer loyalty within the online transportation business. The population taken in this study was the people living in Jakarta and used online transportation services. The sampling was taken by convenience sampling technique with a sample size of 400. The survey method used to obtain data is by using questionnaire instruments. Data analysis used the least square-structural equation modeling (PLS-SEM) statistical tool with the help of SmartPLS applications. The results showed that the variables of engagement, interactivity and online trust positively influence customer loyalty in the online transportation business in Jakarta. / Penelitian ini bertujuan untuk menganalisis dan menguji pengaruh positif dari variabel engagement, interactivity dan online trust terhadap loyalitas pelanggan pada bisnis transportasi online di Jakarta. Populasi yang diambil dalam penelitian ini adalah masyarakat Jakarta dan menggunakan jasa transportasi online. Teknik pengambilan sampel yang digunakan adalah convenience sampling dengan jumlah sampel yang diambil adalah 400 sampel. Metode survey yang dilakukan untuk mendapatkan data yaitu menggunakan instrument kuesioner. Analisis data menggunakan alat statistik partial least square-structural equation modeling (PLS-SEM) dengan bantuan aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa variabel engagement, interactivity dan online trust berpengaruh secara positif terhadap loyalitas pelanggan pada bisnis transportasi online di Jakarta.

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