PENGARUH E-SERVICE QUALITY TERHADAP E-LOYALTY PADA MARKETPLACE INDONESIA (Survei pada Perempuan Generasi Z Pengikut Instagram Shopee, Tokopedia, dan Bukalapak di Indonesia) - Lunia Nur Larasati, - (2021)
Perkembangan teknologi saat ini memberikan peluang lebih besar bagi industri jasa dalam e-commerce, termasuk salah satunya marketplace. Beberapa perusahaan marketplace di Indonesia berhasil melakukan strategi yang mampu menimbulkan loyalitas secara online hingga mempunyai keinginan untuk menggunakan marketplace dalam jangka panjang, namun adapula yang kalah bersaing dengan perusahaan lain. E-loyalty dapat tercipta melalui e-servie quality. Penelitian ini bertujuan untuk mengetahui gambaran pengaruh e-service quality terhadap e-loyalty. Jenis penelitian yang digunakan adalah deskriptif verifikatif. Metode yang digunakan simple random sampling dengan ukuran sampel sebanyak 200 responden. Teknik analisis yang digunakan adalah analisis Structure Equation Model (SEM). Hasil temuan penelitian ini menunjukkan bahwa e-service quality memilki pengaruh terhadap e-loyalty yang berada kategori tinggi. Dimensi design dalam e-service quality memberi kontribusi yang besar dalam membentuk e-loyalty. Guna meningkatkan e-loyalty terutama untuk dimensi complaint, perusahaan marketplace dapat menambahkan feature pada aplikasinya berupa media untuk menampung keluhan pelanggan secara khusus, sehingga ketika pelanggan mempunyai keluhan, akan memudahkan perusahaan untuk menyelesaikan keluhan pelanggan Technology development mow provide greater opportunities for service industry in e-commerce, including one of them is marketplace. Some companies of marketplace in Indonesia made strategy able to have e-loyalty until consumer have a desire to use in long term, but those that have only received little attention have been acquired by other companies. E-loyalty can be created through e-service quality. This study aims to determine the effect of e-service quality on e-loyalty. The object of this research is e-service quality (X) and e-loyalty (Y). This type of research is descriptive verification. The method used is simple random sampling with a sample size of 200 respondents. The analysis technique used is the analysis of the Structure Equation Model (SEM). The findings of this study indicate that e-service quality has an influence on e-loyalty which is in the high category. The dimensions of design in e-service quality contribute greatly to forming e-loyalty and the dimensions of complaint is for recommendation. In order to improve e-loyalty, especially for the complaint dimension, marketplace companies can add features to their application in the form of media to specifically accommodate customer complaints, so that when a customer has a complaint, it will make it easier for the company to resolve customer complaints.