PENGARUH SERVICE QUALITY DAN PRODUCT QUALITY TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION PADA PENGGUNA E-COMMERCE DI JABODETABEK

Rosa Delia, Corry Yohana, Rahmi Rahmi

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh Service Quality dan Product Quality terhadap Customer Loyalty melalui Customer Satisfaction pada Pengguna E-Commerce di Jabodetabek. Survei penelitian dilakukan di Jabodetabek dengan menggunakan kuesioner daring dan melibatkan para pengguna yang sering berbelanja online di Shopee sebanyak lebih dari tiga kali selama tiga bulan terakhir. Sampel dipilih menggunakan teknik purposive sampling dengan 200 responden. Teknik analisis data menggunakan SPSS versi 26 dan dan Structural Equation Model (SEM) AMOS untuk mengelola dan menganalisis data hasil penelitian. Hasil dari penelitian ini menunjukkan bahwa ketujuh hipotesis diterima, H1 – Service Quality berpengaruh signifikan terhadap Customer Satisfaction dengan nilai C.R 3,302>1,98 dan P 0,000<0,05, H2 − Product Quality berpengaruh signifikan terhadap Customer Satisfaction dengan nilai C.R 2,259>1,98 dan P 0,024<0,05, H3 − Customer Satisfaction berpengaruh signifikan terhadap Customer Loyalty dengan nilai C.R 5,005>1,98 dan P 0,000<0,05, H4 − Service Quality berpengaruh signifikan terhadap Customer Loyalty dengan nilai C.R 4,762>1,98 dan P 0,000<0,05, H5 − Product Quality berpengaruh signifikan terhadap Customer Loyalty dengan nilai C.R 6,007>1,98 dan P 0,000<0,05, H6 − Service Quality berpengaruh signifikan terhadap Customer Loyalty melalui Customer Satisfaction dengan nilai standardized indirect effect sebesar 0,041<0,05 dan standardized indirect effect two tailed significance sebesar 0,012<0,05, dan H7 − Product Quality berpengaruh signifikan terhadap Customer Loyalty melalui Customer Satisfaction dengan nilai standardized indirect effect sebesar 0,039<0,05 dan standardized indirect effect two tailed significance sebesar 0,034<0,05.

Kata kunci: Customer Loyalty, Customer Satisfaction, Product Quality, dan Service Quality.


Full Text:

PDF

References


Anwar. (2019). Kecewa Transaksi Dengan Toko Hikmahmustika di Shopee. DetikNews. https://news.detik.com/suara-pembaca/d-4836268/kecewa-transaksi-dengan-toko-hikmahmustika-di-shopee

Bakhtiar, M. K. (2022). Produk Bermasalah, Seller Diblokir, Dana Ditahan, Pembeli Dikecewakan oleh Shopee! Mediakonsumen.Com. https://mediakonsumen.com/2022/03/15/surat-pembaca/produk-bermasalah-seller-diblokir-dana-ditahan-pembeli-dikecewakan-oleh-shopee

Beritasatu.com. (2020). Survei: Konsumen Indonesia paling puas dengan Grab dan Shopee. https://www.beritasatu.com/digital/679725/survei-konsumen-indonesia-paling-puas-dengan-grab-dan-shopee

Chrismastianto, I. A. W. (2017). Analisis swot implementasi teknologi finansial terhadap kualitas layanan perbankan di indonesia. Jurnal Ekonomi Dan Bisnis, 20(1), 133–144.

Christy, F. E. (2020). Top 10 E-commerce di Indonesia kuartal I 2020. Data.Tempo.Co. https://data.tempo.co/data/907/top-10-e-commerce-di-indonesia-kuartal-i-2020

Dahliani, Y., & Ahwal, R. H. (2021). Kajian Pengaruh Kualitas Produk, Harga, Lokasi, dan Promosi Terhadap Kepuasan Pelanggan Pada Gieselin Food Sukser Makmur di Jember. Jurnal Inovasi Penelitian, 2(1), 181–190.

Deni. (2021). Beli HP di Shopee, Isi Paket Batu. Mediakonsumen.Com. https://mediakonsumen.com/2021/01/13/surat-pembaca/beli-hp-di-shopee-isi-paket-batu

Djumarno, S. A., & Djamaluddin, S. (2018). Effect of product quality and price on customer loyalty through customer satisfaction. International Journal of Business and Management Invention (IJBMI), 7(8), 12–20.

Erica, D., & Al Rasyid, H. (2018). Pengaruh Kualitas Layanan Dan Pemanfaatan Teknologi Informasi Terhadap Kepuasan Dan Loyalitas Pelanggan Jasa Transportasi Online Di Jakarta. Jurnal Perspektif, 16(2), 168–176.

Fitriadi, E., & Rini, N. (2019). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Showroom Perintis Motor. Jurnal Ekobis: Ekonomi Bisnis & Manajemen, 9(1), 56–70.

Hasibuan, A., Jamaludin, J., Yuliana, Y., Sudirman, A., Wirapraja, A., Kusuma, A. H. P., Hwee, T. S., Napitupulu, D., Afriany, J., & Simarmata, J. (2020). E-Business: Implementasi, Strategi dan Inovasinya. Yayasan Kita Menulis.

Ibrahim, M., & Thawil, S. M. (2019). Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 4(1), 175–182.

Imron, I. (2019). Analisa Pengaruh Kualitas Produk Terhadap Kepuasan Konsumen Menggunakan Metode Kuantitatif Pada CV. Meubele Berkah Tangerang. Indonesian Journal on Software Engineering (IJSE), 5(1), 19–28.

Istoto, S., & Subagja, I. K. (2018). Pengaruh Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian Buah Melon PT. Syafina Niaga. J. Manaj. Bisnis Krisnadwipayana, 6(2).

Jalagat Jr, R. C., Pallada, M. M., Aquino, P. G., & Dalluay, V. S. (2019). Influence of Service Quality on Customer Loyalty Mediated by Customer Satisfaction: Oman Islamic Banking Experience. Refereed Research Journal, 5(1), 1335–1355.

Jaya, F. P. (2017). Pengaruh Kualitas Layanan terhadap Loyalitas Konsumen melalui Variabel Intervening Kepuasan Konsumen pada Warung Kelontong di Kecamatan Banjarmasin Timur. Jurnal Riset Inspirasi Manajemen Dan Kewirausahaan, 1(1).

Kumar, A. (2017). Effect of service quality on customer loyalty and the mediating role of customer satisfaction: an empirical investigation for the telecom service industry. Journal of Management Research and Analysis, 4(4), 159–166.

Kumparan.com. (2019). 6 Masalah Umum yang Terjadi Ketika Belanja Online Beserta Solusinya. https://kumparan.com/iprice-group/6-masalah-umum-yang-terjadi-ketika-belanja-online-beserta-solusinya-1rZcjy9FlEL/full

Kusumah, E. P. (2018). Customer Loyalty Model: Customer Satisfaction As Intervening Variable. Ecoforum Journal, 7(2).

Lepojević, V., & Đukić, S. (2018). Factors affecting customer loyalty in the business market-an empirical study in the Republic of Serbia. Facta Universitatis, Series: Economics and Organization, 245–256.

Makanyeza, C., & Chikazhe, L. (2017). Mediators of the relationship between service quality and customer loyalty: Evidence from the banking sector in Zimbabwe. International Journal of Bank Marketing, 35(3), 540–556.

Martiana, R., & Apriani, S. (2019). Pengaruh Kualitas Produk dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Cafe Deumdee Rangkasbitung. The Asia Pacific Journal Of Management Studies, 6(2).

Maulani, G., Septiani, D., & Sahara, P. N. F. (2018). Rancang Bangun Sistem Informasi Inventory Fasilitas Maintenance Pada Pt. Pln (Persero) Tangerang. Innovative Creative and Information Technology, 4(2), 156–167.

Money.kompas.com. (2021). E-commerce Indonesia dengan konsumen paling loyal, siapa juaranya? https://money.kompas.com/read/2021/09/03/153000726/e-commerce-indonesia-dengan-konsumen-paling-loyal-siapa-juaranya-.

Novianti, N., Endri, E., & Darlius, D. (2018). Kepuasan Pelanggan Memediasi Pengaruh Kualitas Pelayanan Dan Promosi Terhadap Loyalitas Pelanggan. MIX: Jurnal Ilmiah Manajemen, 8(1), 90–108.

Nuridin, S. E. (2018). Effect of service quality and quality of products to customer loyalty with customer satisfaction as intervening variable in PT. nano coating Indonesia. International Journal of Business and Applied Social Science (IJBASS), 4(1), 19–31.

Oktavenia, K. A. R., & Ardani, I. (2019). Pengaruh kualitas produk terhadap keputusan pembelian handphone Nokia dengan citra merek sebagai pemediasi. E-Jurnal Manajemen Unud, 8(3), 1374–1400.

Saputri, R. S. D. (2019). Pengaruh Kualitas Pelayanan dan Harga Terhadap Loyalitas Pelanggan Grab Semarang. CoverAge: Journal of Strategic Communication, 10(1), 46–53.

Setiawan, T. (2019). Barang Diterima dari Shopee dalam Keadaan Pecah. https://mediakonsumen.com/2019/12/11/surat-pembaca/barang-diterima-dari-shopee-dalam-keadaan-pecah

Shode, K. T. (2017). Determinants and outcome of customer satisfaction at the commercial bank of Ethiopia: Evidence from Addis Ababa. African Journal of Marketing Management, 9(7), 107–119.

Sholeha, L., Djaja, S., & Widodo, J. (2018). Pengaruh kualitas pelayanan terhadap kepuasan pelanggan di ahass sumber jaya maha sakti kecamatan rogojampi kabupaten banyuwangi. JURNAL PENDIDIKAN EKONOMI: Jurnal Ilmiah Ilmu Pendidikan, Ilmu Ekonomi Dan Ilmu Sosial, 12(1), 15–25.

Shopee. (2018). Shopee adalah platform belanja online terdepan di Asia Tenggara dan Taiwan. Shopee Karier. https://careers.shopee.co.id/about

Sitanggang, J. M., Sinulingga, S., & FAchruddin, K. A. (2019). Analysis Of The Effect Of Product Quality On Customer Satisfaction And Customer Loyalty Of Indihome ATPT Telkom Regional 1 Sumatera, Medan, North Sumatra, Indonesia. American International Journal of Business Management (AIJBM, 2(3), 26–37.

Solimun, S., & Fernandes, A. A. R. (2018). The mediation effect of customer satisfaction in the relationship between service quality, service orientation, and marketing mix strategy to customer loyalty. Journal of Management Development, 37(1), 76–87.

Subagja, I. K., & Putri, A. A. (2017). Pengaruh Kualitas Layanan Dan Kualitas Produk Terhadap Kepuasan Pelanggan PT. Rahman Wisata Mandiri Jakarta. Jurnal Manajemen Bisnis Krisnadwipayana, 5(2).

Surahman, I. G. N., Yasa, P. N. S., & Wahyuni, N. M. (2020). The effect of service quality on customer loyalty mediated by customer satisfaction in tourism villages in Badung Regency. Jurnal Ekonomi & Bisnis (JAGADITHA), 7(1), 46–52.

Syaifullah, S., & Mira, M. (2018). Pengaruh Citra Merek Dan Kualitas Pelayanan Terhadap Kepuasan Nasabah Pt Pegadaian (Persero) Batam. JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam), 6(2), 86–91.

Tempo.co. (2017). Ini Keluhan Masyarakat Paling Sering saat Belanja Online. https://gaya.tempo.co/read/1032367/ini-keluhan-masyarakat-paling-sering-saat-belanja-online

Tjiptono, F., & Diana, A. (2018). Pelanggan puas? Tak cukup. Andi.

Utami, M., Handayani, T., & Pusporini, P. (2019). Pengaruh kualitas layanan dan kepercayaan nasabah terhadap loyalitas nasabah. Proceeding of Conference on Islamic Management, Accounting, and Economics, 2, 170–178.

Widyanita, F. A. (2018). Analisis pengaruh kualitas pelayanan e-commerce shopee terhadap kepuasan konsumen shopee Indonesia pada Mahasiswa FE UII pengguna shopee.

Wirawan, A. A., Sjahruddin, H., & Razak, N. (2019). Pengaruh Kualitas Produk dan Lokasi Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening Pada Lamuna Coffee di Kabupaten Bone. 1.

Humairoh, H., Febriani, N., & Annas, M. (2023). Determinasi Minat Beli Ulang Konsumen Pada Aplikasi TikTok. Dynamic Management Journal, 7(1), 71-88.

Rauf, A. (2022). FAKTOR–FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN DALAM KEPUTUSAN MENGGUNAKAN JASA TRANSPORTASI PADA PT. SUMBER JAYA TRANS. Dynamic Management Journal, 6(2), 102-109.

Ardiansyah, T. E., Priyatna, E. H., Pambudi, J. E., & Melati, L. R. (2022). PERSEPSI GENERASI MILENIAL TERHADAP PENGGUNAAN APLIKASI MARKETPLACE-SHOPEE. Dynamic Management Journal, 6(2), 69-82.

Sumarga, H. E., Febrianto, H. G., & Maulana, S. (2021). Faktor-Faktor Yang Berpengaruh Pada Keputusan Pembelian Konsumen Kopi Di Djadjan Koffie. ECOBISMA (Jurnal Ekonomi, Bisnis Dan Manajemen), 8(2), 84-97.

Taufik, R. F. A. N., & Febrianto, H. G. (2022). PROPERTY PRODUCT PURCHASE DECISION ANALYSIS WITH DIGITAL MARKETING AND BRAND TRUST APPROACH. Digital Business Journal (DIGIBIS), 1(1), 26-38.

Sumarga, H. E., Febrianto, H. G., & Fitriana, A. I. (2022, July). Keputusan pembelian produk umkm kuliner di kota Tangerang: digital marketing dan influencer. In FORUM EKONOMI (Vol. 24, No. 3, pp. 537-546).

Abbas, D. S., Ismail, T., Taqi, M., & Yazid, H. (2022). THE IMPLEMENTATION OF A MANAGEMENT AUDITON HR RECRUITMENT TO ASSESS THE EFFECTIVENESS OF EMPLOYEE PERFORMANCE. Jurnal Riset Akuntansi Kontemporer, 14(2), 243-251.

Abbas, D. S., Ismail, T., Taqi, M., & Yazid, H. (2023). Determinant of company value: evidence manufacturing Company Indonesia. Calitatea, 24(192), 183-189.

Ariyana, A., Enawar, E., Ramdhani, I. S., & Sulaeman, A. (2020). The application of discovery learning models in learning to write descriptive texts. Journal of English Education and Teaching, 4(3), 401-412.

Astakoni, I. M. P., Sariani, N. L. P., Yulistiyono, A., Sutaguna, I. N. T., & Utami, N. M. S. (2022). Spiritual Leadership, Workplace Spirituality and Organizational Commitment; Individual Spirituality as Moderating Variable. ITALIENISCH, 12(2), 620-631.

Goestjahjanti, S. F., Novitasari, D., Hutagalung, D., Asbari, M., & Supono, J. (2020). Impact of talent management, authentic leadership and employee engagement on job satisfaction: Evidence from south east asian industries. Journal of Critical Reviews, 7(19), 67-88.

Gunawan, G. G., Wening, N., Supono, J., Rahayu, P., & Purwanto, A. (2021). Successful Managers and Successful Entrepreneurs as Head of Successful Families in Building a Harmonious Family. PSYCHOLOGY AND EDUCATION, 57(9), 4904-4913.

Hidayat, I., Ismail, T., Taqi, M., & Yulianto, A. S. (2022). Investigating In Disclosure Of Carbon Emissions: Influencing The Elements Using Panel Data. Jurnal Reviu Akuntansi dan Keuangan, 12(3), 721-732.

Immawati, S. A., & Rauf, A. (2020, March). Building satisfaction and loyalty of student users ojek online through the use of it and quality of service in tangerang city. In Journal of Physics: Conference Series (Vol. 1477, No. 7, p. 072004). IOP Publishing.

Joko Supono, Ngadino Surip, Ahmad Hidayat Sutawidjaya, Lenny Christina Nawangsari. (2020). Model of Commitment for Sustainability Indonesian SME’s Performance: A Literature Review. International Journal of Advanced Science and Technology, 29(05), 8772-8784. Retrieved from http://sersc.org/journals/index.php/IJAST/article/view/18715

Muharam, H., Chaniago, H., Endraria, E., & Harun, A. B. (2021). E-service quality, customer trust and satisfaction: market place consumer loyalty analysis. Jurnal Minds: Manajemen Ide dan Inspirasi, 8(2), 237-254.

Ong, F., Purwanto, A., Supono, J., Hasna, S., Novitasari, D., & Asbari, M. (2020). Does Quality Management System ISO 9001: 2015 Influence Company Performance? Anwers from Indonesian Tourism Industries. Test Engineering & Management, 83, 24808-24817.

Purwanto, A. (2020). Develop risk and assessment procedure for anticipating COVID-19 in food industries. Journal of Critical Reviews.

Purwanto, A. (2020). Develop risk and assessment procedure for anticipating COVID-19 in food industries. Journal of Critical Reviews.

Purwanto, A. (2020). Effect of compensation and organization commitment on tournover intention with work satisfaction as intervening variable in indonesian industries. Sys Rev Pharm, 11(9), 287-298.

Purwanto, A. (2020). The Relationship of Transformational Leadership, Organizational Justice and Organizational Commitment: a Mediation Effect of Job Satisfaction. Journal of Critical Reviews.

Riyadi, S. (2021). Effect of E-Marketing and E-CRM on E-Loyalty: An Empirical Study on Indonesian Manufactures. Turkish Journal of Physiotherapy and Rehabilitation, 32(3), 5290-5297.

Setyaningrum, R. P., Kholid, M. N., & Susilo, P. (2023). Sustainable SMEs Performance and Green Competitive Advantage: The Role of Green Creativity, Business Independence and Green IT Empowerment. Sustainability, 15(15), 12096.

Subargus, A., Wening, N., Supono, J., & Purwanto, A. (2021). Coping Mechanism of Employee with Anxiety Levels in the COVID-19 Pandemic in Yogyakarta. Turkish Journal of Physiotherapy and Rehabilitation.

Suharti, E., & Ardiansyah, T. E. (2020). Fintech Implementation On The Financial Performance Of Rural Credit Banks. Jurnal Akuntansi, 24(2), 234-249.

Sukirwan, S., Muhtadi, D., Saleh, H., & Warsito, W. (2020). PROFILE OF STUDENTS'JUSTIFICATIONS OF MATHEMATICAL ARGUMENTATION. Infinity Journal, 9(2), 197-212.

Surip, N., Sutawijaya, A. H., Nawangsari, L. C., & Supono, J. (2021). Effect of Organizational Commitmenton the Sustainability Firm Performance of Indonesian SMEs. PSYCHOLOGY AND EDUCATION, 58(2), 6978-6991.

Wamiliana, W., Usman, M., Warsito, W., Warsono, W., & Daoud, J. I. (2020). USING MODIFICATION OF PRIM’S ALGORITHM AND GNU OCTAVE AND TO SOLVE THE MULTIPERIODS INSTALLATION PROBLEM. IIUM Engineering Journal, 21(1), 100-112.

Wulandari, I., & Rauf, A. (2022). Analysis of Social Media Marketing and Product Review on the Marketplace Shopee on Purchase Decisions. Review of Integrative Business and Economics Research, 11, 274-284.

Zatira, D., & Suharti, E. (2022). Determinant Of Corporate Social Responsibility And Its Implication Of Financial Performance. Jurnal Akuntansi, 26(2), 342-357.




DOI: http://dx.doi.org/10.31000/digibis.v2i1.7855

Article Metrics

Abstract - 1195 PDF - 747

Refbacks

  • There are currently no refbacks.



Office:
Redaksi Digital Business Journal (BISDIG), Building F, 3rd Floor, Faculty of Economics and Business, Universitiy Of Muhammadiyah Tangerang
Jl. Perintis Kemerdekaan I No.33, RT.007/RW.003, Babakan, Cikokol, Kec. Tangerang, Kota Tangerang, Banten 15118

Wa: 08567312111 (Galuh), 085716034977 (Eky)
Email: DigibisUMT@gmail.com

Digital Business Journal (DIGIBIS) is licensed under CC BY 4.0