Pengaruh Dimensi Online Service Quality Terhadap Online Loyalty Melalui Mediasi Online Satisfaction Pada Pengguna E-Commerce C2C di Kota Batam

Rosalinda Rosalinda(1*), Fitriana Aidnilla Sinambela(2)

(1) Universitas Internasional Batam
(2) Universitas Internasional Batam
(*) Corresponding Author

Abstract


Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari dimensi online service quality terhadap online loyalty melalui mediasi online satisfaction pada pengguna e-commerce C2C di kota Batam. Sampel dalam penelitian ini adalah pengguna yang telah memiliki akun dari salah satu atau lebih e-commerce C2C yang ada dan telah pernah melakukan pembelian minimal dua kali. Jumlah sampel yang diperoleh yaitu sebanyak 354 kuesioner dengan menggunakan non-probability sampling. Pengujian hipotesis dalam penelitian ini menggunakan SEM-PLS (Partial Least Square). Hasil penelitian menunjukkan bahwa terdapat pengaruh signifikan dari dimensi online service quality berupa reliability, efficiency dan web design terhadap online satisfaction. Sedangkan terdapat juga pengaruh tidak signifikan dari dimensi online service quality berupa privacy/security dan responsiveness terhadap online satisfaction. Untuk hasil penelitian pengaruh secara tidak langsung menunjukkan bahwa dimensi online service quality yang terdiri dari reliability, efficiency dan web design memiliki pengaruh signifikan terhadap online loyalty melalui mediasi online satisfaction. Sedangkan, dimensi online service quality berupa privacy/security dan responsiveness tidak memiliki pengaruh signifikan terhadap online loyalty melalui mediasi online satisfaction.


Keywords


E-Commerce C2C; Online Loyalty; Online Satisfaction; Online Service Quality Dimensions

Full Text:

PDF

References


Ahmad, A., Rahman, O., & Khan, M. N. (2017). Exploring the role of website quality and hedonism in the formation of e-satisfaction and e-loyalty: Evidence from internet users in India. Journal of Research in Interactive Marketing, 11(3), 246–267. https://doi.org/10.1108/JRIM-04-2017-0022

Akbar, A., Pradana, M., Wardhana, A., & Adhiim, M. (2021). The Effect of E-Service Quality on E-Customer Loyalty of a Financial Technology Applications through E-Customer Satisfaction as Intervening Variable. Italienisch, 11(2), 496–501.

Al-Adwan, A. S., & Al-Horani, M. A. (2019). Boosting customer e-loyalty: An extended scale of online service quality. Information (Switzerland), 10(12), 1–27. https://doi.org/10.3390/info10120380

databoks.katadata.co.id. (2020). Ragam Alasan Konsumen Pilih Berbelanja Online. https://databoks.katadata.co.id/datapublish/2020/11/11/ragam-alasan-konsumen-pilh-berbelanja-online

detikFinance. (2020). Apa Itu Revolusi Industri 4.0 dan Contohnya? https://finance.detik.com/industri/d-5313643/apa-itu-revolusi-industri-40-dan-contohnya

Goutam, D., & Gopalakrishna, B. V. (2018). Customer loyalty development in online shopping: An integration of e-service quality model and commitment-trust theory. Management Science Letters, 8(11), 1149–1158. https://doi.org/10.5267/j.msl.2018.8.009

Gull, S., Tanvir, A., Zaidi, K. S., & Mehmood, Z. (2020). A Mediation Analysis of E-Service Quality and E-Loyalty in Pakistani E-Commerce Sector. Journal of the Research Society of Pakistan, 57(2), 66–73.

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2018). Multivariate Data Analysis. https://doi.org/10.1002/9781119409137.ch4

Hair, J. F., Hult, G. T., Ringle, C., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) - Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt. In Sage.

Hair, J. F. J., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (7th Edition) by Joseph F. Hair, William C. Black, Barry J. Babin, Rolph E. Anderson (p. 761).

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to Use and How to Report the Results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203

Industry.co.id. (2021). Geliat E-Commerce di Tengah Pandemi COVID-19. https://www.industry.co.id/read/80308/geliat-e-commerce-di-tengah-pandemi-covid-19

iprice.insights. (2021). Telusuri Persaingan Toko Online di Indonesia. https://iprice.co.id/insights/mapofecommerce/

Jeyaprabha, B., & Sundar, C. (2021). The Mediating Effect of E - Satisfaction on E - Service Quality and E - Loyalty Link in Securities Brokerage Industry. Revista Gestão Inovação e Tecnologias, 11(2), 931–940. https://doi.org/10.47059/revistageintec.v11i2.1726

Kaya, B., Behravesh, E., Abubakar, A. M., Kaya, O. S., & Orús, C. (2019). The Moderating Role of Website Familiarity in the Relationships Between e-Service Quality, e-Satisfaction and e-Loyalty. Journal of Internet Commerce, 18(4), 369–394. https://doi.org/10.1080/15332861.2019.1668658

Kompas.com. (2021a). Jumlah Pengguna Internet Indonesia 2021 Tembus 202 Juta. https://tekno.kompas.com/read/2021/02/23/16100057/jumlah-pengguna-internet-indonesia-2021-tembus-202-juta

Kompas.com. (2021b). Pengertian dan Perkembangan Teknologi. https://www.kompas.com/skola/read/2021/01/08/120000169/pengertian-dan-perkembangan-teknologi

Kusdibyo, L., & Februadi, A. (2019). The Effect of Electronic Service Quality on Customers Satisfaction and Loyalty in Online Shopping. IOP Conference Series: Materials Science and Engineering, 662(2). https://doi.org/10.1088/1757-899X/662/2/022036

Latan, H., & Ghozali, I. (2012). Partial Least Square: Konsep, Teknik, dan Aplikasi SmartPLS 2.0 M3. Badan Penerbit Universitas Diponegoro.

Liputan6.com. (2021). Internet adalah Jaringan Komunikasi Elektronik, Kenali Manfaat dan Fungsinya. https://hot.liputan6.com/read/4531557/internet-adalah-jaringan-komunikasi-elektronik-kenali-manfaat-dan-fungsinya

Merdeka.com. (2021). Belanja Online Meningkat saat Pandemi, Ini Daftar E-Commerce Paling Banyak Dikunjungi. https://www.merdeka.com/uang/belanja-online-meningkat-saat-pandemi-ini-daftar-e-commerce-paling-banyak-dikunjungi.html

Olaleye, B. R., Adeyeye, O. P., Efuntade, A. O., Arije, B. S., & Anifowose, O. N. (2021). E-quality services: A paradigm shift for consumer satisfaction and e-loyalty; Evidence from postgraduate students in Nigeria. Management Science Letters, 11, 849–860. https://doi.org/10.5267/j.msl.2020.10.015

Pradnyadewi, L. P. A., & Giantari, I. A. . (2022). Effect of E-Service Quality on Customer Satisfaction and Customer Loyalty on Tokopedia Customers in Denpasar. European Journal of Business and Management Research, 7(2), 200–204. https://doi.org/10.24018/ejbmr.2022.7.2.1297

Puranda, N. R., Ariyanti, M., & Ghina, A. (2022). The Effect of E-Service Quality on E-Loyalty With E-Satisfaction as an Intervening for GoFood Application Users. I T a L I E N I S C H, 12(1), 218–226. http://www.italienisch.nl/index.php/VerlagSauerlander/article/view/189

Saleem, M., & Ahmad Khan, S. (2020). Customer Satisfaction and Customer Loyalty in Online Shopping A Study on University Students of Bhutan. Delhi Business Review, 21(2), 11–22. https://doi.org/10.51768/dbr.v21i2.212202002

Sundaram, V., Ramkumar, D., & Shankar, P. (2017). Impact of E-Service Quality on Customer Satisfaction and Loyalty Empirical Study in India Online Business. Kinerja, 21(1), 48–69. https://doi.org/10.24002/kinerja.v21i1.1034

Trendingbisnis.com. (2020). Penjelasan Lengkap Tentang E-Commerce. https://trendingbisnis.com/index.php/startup/25-penjelasan-lengkap-tentang-e-commerce

Ul Haq, I., & Awan, T. M. (2020). Impact of e-banking service quality on e-loyalty in pandemic times through interplay of e-satisfaction. Vilakshan - XIMB Journal of Management, 17(1/2), 39–55. https://doi.org/10.1108/xjm-07-2020-0039

Wang, W., & Kim, S. (2019). Lady first? The gender difference in the influence of service quality on online consumer behavior. Nankai Business Review International, 10(3), 408–428. https://doi.org/10.1108/NBRI-07-2017-0039

Wattoo, M. U., & Iqbal, S. M. J. (2022). Unhiding Nexus Between Service Quality, Customer Satisfaction, Complaints, and Loyalty in Online Shopping Environment in Pakistan. SAGE Open, 12(2), 215824402210979. https://doi.org/10.1177/21582440221097920

Wibowo, H. A. (2019). The mediating role of e-satisfaction on the effect of e-service quality dimensions on e-loyalty: A lesson from Bukalapak.com Indonesia. Humanities and Social Sciences Letters, 7(4), 199–203. https://doi.org/10.18488/journal.73.2019.74.199.208




DOI: http://dx.doi.org/10.31602/atd.v7i1.9143

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Rosalinda -

---------------------------------------------------------------------------------------------------------------------

At-Tadbir: Jurnal Ilmiah Manajemen is licensed under Creative Commons Attribution-Share A like 4.0 International License