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.


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

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