Pengaruh Kualitas Pelayanan dan Promosi terhadap Loyalitas dengan Kepuasan sebagai Mediasi pada Pelanggan Tokopedia di Jakarta
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan dan promosi terhadap loyalitas dengan kepuasan sebagai mediator pada pelanggan Tokopedia di Jakarta. Metode pengambilan sampel yang digunakan adalah metode non-probability sampling dengan teknik convenience sampling. Jumlah sampel penelitian ini adalah 130 responden pengguna aplikasi e-commerce Tokopedia di Jakarta. Data dianalisis menggunakan metode SEM dengan aplikasi SmartPLS 4.0. Hasil penelitian menunjukkan kualitas layanan dan promosi berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Kualitas layanan dan kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas. Sedangkan promosi tidak berpengaruh signifikan terhadap loyalitas. Terdapat pengaruh positif dan signifikan antara kualitas layanan terhadap loyalitas melalui kepuasan pelanggan. Sementara itu, promosi tidak berpengaruh signifikan terhadap loyalitas melalui kepuasan pelanggan.Oleh karena itu, Tokopedia harus dapat meningkatkan sistem kualitas pelayanan yang mereka kembangkan sehingga bisa mengikat loyalitas lebih jauh terhadap brand mereka.
This research aims to analyze the influence of service quality and promotions on loyalty with satisfaction as a mediator for Tokopedia customers in Jakarta. The sampling method used was a non-probability sampling method with convenience sampling technique. The sample size for this research was 130 respondents who used the Tokopedia e-commerce application in Jakarta. Data were analyzed using the SEM method with the SmartPLS 4.0 application. The research results show that service quality and promotion have a positive and significant effect on customer satisfaction. Service quality and customer satisfaction have a positive and significant effect on loyalty. Meanwhile, promotions do not have a significant effect on loyalty. There is a positive and significant influence between service quality on loyalty through customer satisfaction. Meanwhile, promotions do not have a significant effect on loyalty through customer satisfaction. Therefore, Tokopedia must be able to improve the varied quality services system they have developed so that it can strengthen loyalty to their brand further.
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