Pengaruh e-service quality dan brand image terhadap customer satisfaction dan customer loyalty pada aplikasi kesehatan berbasis digital Halodoc di Jabodetabek

Thandra, Rustiani (2023) Pengaruh e-service quality dan brand image terhadap customer satisfaction dan customer loyalty pada aplikasi kesehatan berbasis digital Halodoc di Jabodetabek. Masters thesis, Universitas Pelita Harapan.

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Abstract

Pandemi COVID-19 memiliki pengaruh yang luas terutama dalam bidang teknologi dan kesehatan. Penelitian ini bertujuan untuk menguji dan mengetahui pengaruh e-service quality beserta dimensinya web usability, information quality, responsiveness, reliability, assurance dan personalization, brand image dan e-trust terhadap customer satisfaction dan customer loyalty pada pengguna aplikasi kesehatan digital Halodoc. Populasi yang digunakan dalam penelitian ini adalah orang-orang yang pernah menggunakan aplikasi Halodoc dan berada di Jabodetabek. Teknik yang digunakan adalah purposive sampling. Data penelitian ini diperoleh dengan mendistribusikan kuesioner pada 184 responden, lalu diolah menggunakan Partial Least Square (PLS). Hasil penelitian juga menunjukan Reliability, Responsiveness, Assurance dan Personalization dari dimensi E-Service Quality mempengaruhi E-Service Quality. Sedangkan, Information Quality tidak mempengaruhi E-Service Quality. E-Service Quality, Brand Image dan E-Trust mempengaruhi Customer Satisfaction. E- Service Quality tidak mempengaruhi Customer Loyalty. Terakhir, Brand Image dan Customer Satisfaction mempengaruhi Customer Loyalty. Dari perspektif manajemen, penelitian ini menyarankan beberapa rencana tindakan yang dapat diterapkan oleh penyedia telemedicine untuk meningkatkan Customer Satisfaction dan Customer Loyalty. Halodoc harus memperhatikan informasi yang diberikan mengenai kesehatan, memberikan informasi yang diberikan akurat dan up-to- date agar dapat meningkatkan e-service quality. Halodoc juga disarankan untuk terus mempertahankan dan mengembangkan tampilan, keamanan dan layanan yang tersedia pada aplikasi. Selain itu Halodoc perlu terus meningkatkan brand image dengan melakukan awareness melalui berbagai activation seperti kolaborasi dengan brand kesehatan lainnya yang dapat meningkatkan Customer Satisfaction dan Customer Loyalty. / The COVID-19 pandemic has had a broad impact, especially in the fields of technology and health. This study aims to examine and determine the effect of e-service quality and its dimensions web usability, information quality, responsiveness, reliability, assurance and personalization, brand image and e-trust on customer satisfaction and customer loyalty in users of the Halodoc digital health application. The population used in this study are people who have used the Halodoc application and are in Jabodetabek. The technique used is purposive sampling. The research data was obtained by distributing questionnaires to 184 respondents, then processed using Partial Least Square (PLS). The results of the study also show that the Reliability, Responsiveness, Assurance and Personalization dimensions of E-Service Quality affect E-Service Quality. Meanwhile, Information Quality does not affect E-Service Quality. E-Service Quality, Brand Image and E-Trust affect Customer Satisfaction. E-Service Quality does not affect Customer Loyalty. Finally, Brand Image and Customer Satisfaction affect Customer Loyalty. From a management perspective, this study suggests several action plans that can be implemented by telemedicine providers to increase customer satisfaction and customer loyalty. Halodoc must pay attention to the information provided regarding health, provide accurate and up-to-date information in order to improve e-service quality. Halodoc is also advised to continue to maintain and develop the appearance, security and services available on the application. In addition, Halodoc needs to continue to improve its brand image by conducting awareness through various activations such as collaboration with other health brands that can increase customer satisfaction and customer loyalty.

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