Dampak E-Service Quality terhadap Customer Satisfaction dan Customer Loyality Website Blibli
DOI:
https://doi.org/10.32493/jtsi.v7i3.40325Kata Kunci:
Blibli.com; E-service; Customer loyality; Customer SatisfactionAbstrak
Blibli.com menjadi salah satu e-commerce berbasis web terpopuler di Indonesia yang terus berupaya memberikan pelayanan terbaik untuk menciptakan kepuasan pelanggan dan menggiring mereka untuk melakukan pembelian kembali. Maka diperlukan penelitian apakah terdapat keterhubungan antara pelayanan pelanggan (e-service quality), terhadap kepuasan pelanggan (customer satisfaction), dan niat berperilaku pada perusahaan e-commerce Blibli.com. Hubungan e-service quality terhadap customer satisfaction dan customer loyalty pada situs Blibli.com perlu diukur untuk mengetahui pengaruhnya, sehingga hal tersebut menjadi latar belakang dari penelitian ini. Penelitian ini menggunakan metode kuantitatif dengan teknik nonprobability sampling dan purposive sampling untuk penarikan sampel. Data dikumpulkan melalui kuesioner dari 100 responden pengguna Blibli.com di lingkungan UIN SUSKA RIAU. Analisis data dilakukan dengan menggunakan Structural Equation Modeling (SEM) dan perangkat lunak SMARTPLS 4. Hasil penelitian menunjukkan customer satisfaction memiliki pengaruh signifikan terhadap customer loyalty dengan nilai koefisien jalur 0.414, nilai P-value 0.003, dan nilai T 2.952 (> 1.96). Selain itu, e-service quality juga memiliki pengaruh signifikan terhadap customer loyalty dengan nilai koefisien jalur 0.462, nilai P-value 0.001, dan nilai T 3.362 (> 1.96).
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Hak Cipta (c) 2024 Muhammad Fadli, Siti Monalisa, Fitriani Muttakin
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