ANALISIS PENGARUH E-SERVICE QUALITY DAN ETRUST TERHADAP E-SATISFACTION DAN E- LOYALTY PADA PENGGUNA SHOPEE MENGGUNAKAN METODE PLS-SEM
Kata Kunci:
e-service quality, e-trust, e-satisfaction, e-loyalty, PLS-SEMAbstrak
The large number of e-commerce users has resulted in user loyalty becoming an important factor for e-commerce platform providers such as Shopee. There are several services that Shopee users complain about, including problems when using the Shopee application, such as the application suddenly lagging, loading when opening the application takes a long time, and their cellphone screen turning white when accessing Shopee even though the internet the users are using is good, fast, and the application is ready. updated. Previous research states that several variables influence user e-loyalty, namely e-service quality, e-trust, and esatisfaction. The aim of this research is to analyze the influence of e-service quality and etrust on e-satisfaction and e-loyalty using SmartPLS 3.2.9. Data collection was carried out through questionnaires to 236 respondents. The test results show that there is a significant influence between e-service quality on e-satisfaction, e-trust on e-satisfaction, e-satisfaction on e-loyalty, there is no influence between e-service quality on e-loyalty, and there is an influence between e-service quality and e-trust.
Abstrak
Banyaknya pengguna e-commerce mengakibatkan loyalitas pengguna menjadi salah satu faktor yang penting bagi penyedia platform e-commerce seperti Shopee. Terdapat beberapa layanan yang dikeluhkan pengguna Shopee diantaranya kendala saat menggunakan aplikasi Shopee seperti aplikasi tiba-tiba lag, loading saat membuka aplikasi yang lama, dan layer handphone mereka berubah menjadi putih saat mengakses Shopee padahal internet yang para pengguna gunakan bagus, kencang, dan aplikasi sudah diupdate. Penelitian terdahulu menyatakan beberapa variabel yang mempengaruhi e-loyalty pengguna yaitu e-service quality, e-trust, dan e-satisfaction. Tujuan dari penelitian ini untuk menganalisis pengaruh eservice qualiy dan e-trust terhadap e-satisfaction dan e-loyalty dengan menggunakan SmartPLS 3.2.9. Pengumpulan data dilakukan melalui kuesioner kepada 236 responden. Hasil pengujian menunjukkan bahwa terdapat pengaruh yang signifikan antara e-service quality terhadap e-satisfactioin, e-trust terhadap e-satisfaction, e-satisfaction terhadap e-loyalty, tidak ada pengaruh antara e-service quality terhadap e-loyalty, dan terdapat pengaruh antara service quality terhadap e-trust.
