Pengaruh kualitas pelayanan dan kualitas produk terhadap loyalitas pelanggan melalui kepuasan konsumen
Article Sidebar
Main Article Content
Abstract
E-commerce is currently expanding quickly in Indonesia. Customer retention, particularly in e-commerce, is important for maintaining a business' profitability. Scientific research has demonstrated that a variety of factors, including service excellence, client satisfaction, and brand trust, have an impact on customer loyalty. This study aims to explore the connections between brand trust, customer satisfaction, and service quality. In this study, the sampling method of purposeful sampling was employed. Surveys were conducted by distributing questionnaires directly to Shopee consumers in Banten. There are 200 customers' worth of samples. In this study, regression analysis was done using the SPSS version 23 application. The results of this study show that service quality has a big impact on customer satisfaction. Customer satisfaction has a significant impact on brand trust. Brand trust has a tremendous impact on customer loyalty. Therefore, in order to preserve or even increase customer loyalty and compete successfully in the online market, any mobile e-commerce application needs to be able to guarantee service quality, customer satisfaction, and customer trust.
Saat ini, e-commerce berkembang pesat di Indonesia. Loyalitas pelanggan dalam bisnis online, khususnya di e-commerce, merupakan faktor yang dapat menjaga profitabilitas mereka. Sejumlah penelitian ilmiah menunjukkan bahwa sejumlah variabel, seperti kualitas layanan, kebahagiaan klien, dan kepercayaan merek, mempengaruhi loyalitas konsumen. Penelitian ini bermaksud untuk menyelidiki hubungan antara loyalitas pelanggan dan kualitas layanan, kepuasan, dan kepercayaan merek. Purposive sampling digunakan sebagai strategi sampel dalam penelitian ini. Distribusi kuesioner langsung kepada pengguna aplikasi seluler Shopee di Banten digunakan untuk melakukan survei. Ada sampel senilai 200 pelanggan. Dengan bantuan program SPSS versi 23, teknik analisis regresi digunakan dalam penelitian ini. Hasil penelitian ini menunjukkan bahwa kualitas pelayanan berpengaruh besar terhadap kepuasan pelanggan. Kepuasan pelanggan memiliki dampak yang signifikan terhadap kepercayaan merek. Kepercayaan merek memiliki dampak yang luar biasa pada loyalitas pelanggan. Oleh karena itu, untuk mempertahankan atau bahkan meningkatkan loyalitas pelanggan dan bersaing dengan sukses di pasar online, setiap aplikasi e-commerce seluler harus dapat menjamin kualitas layanan, kepuasan pelanggan, dan kepercayaan pelanggan.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Jurnal Manajemen Bisnis dan Kewirausahaan Creative Commons Attribution-ShareAlike 4.0 International License.
References
Anderson, R. E., & Srinivasan, S. S. (2003). Satisfaction and E-Loyalty: A Contingency Framework. Psychology & Marketing, 20(2), 123–138.
Anggraeni, N. M. S., & Ni Nyoman Kerti Y. (2012). E-Service Quality terhadap Kepuasan dan Loyalitas Pelanggan dalam Penggunaan Internet. Jurnal Keuangan dan Perbankan, 16(2), 293–306.
Darsono, L. I., & Dharmmesta, B. S. (2005). Kontribusi Involvement dan Trust in a Brand dalam Membangun Loyalitas Pelanggan. Jurnal Ekonomi dan Bisnis Indonesia, 20(3), 287–304.
Delgado, E., & Munuera, J. L. (2001). Brand Trust in the Context of Consumer Loyalty. European Journal of Marketing, 35(11/12), 1238–1258.
Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22, 99–113.
Ha, H., Janda, S., & Muthaly, S. K. (2010). A New Understanding of Satisfaction Model in E-re-purchase Situation. European Journal of Marketing, 44(7/8), 997–1016.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (2006). Multivariate Data Analysis, 6th ed. Upper Saddle River: Prentice Hall International, Inc.
Hurriyati, R. (2015). Bauran Pemasaran & Loyalitas Konsumen. Bandung: Alfabeta.
Kotler, P., & Armstrong, G. (2008). Prinsip-prinsip Pemasaran, Edisi 12, Jilid 1. (M. M. Bob Sabran, Ed.). Jakarta: Erlangga.
Kotler, P., & Keller, K. L. (2009). Marketing Management, 13th ed. Upper Sanddle River, New Jersey: Pearson Education.
Lau, T. G., & Lee, H. S. (1999). Consumers’ Trust in a Brand and the Link to Brand Loyalty. Journal of Market Focused Management, 4, 341 –370.
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing, XVII, 460–9.
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(4), 33–44.
Parasuraman, A., Zeithmal, V. A., & Malhotra, A. (2005). E-S-Qual: A Multiple Item Scale for Assesing Electronic Service Quality. Service Research, 7(3), 1–21.
Prisanti, M. D., Suyadi, I., & Arifin, Z. (2017). Pengaruh E-Service Quality dan E-Trust terhadap E-Customer Satisfaction serta Implikasinya terhadap Ecustomer Loyalty. Journal of Business Studies, 2(1), 19–38.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R & D. Bandung: Alfabeta.
Tjiptono, F. (2014). Pemasaran Jasa-Prinsip, Penerapan, dan penelitian. Yogyakarta: CV. ANDI OFFSET.
Woodside, A. G., Frey, L. L., & Robert, T. D. (1989). Linking Service Quality, Customer Satisfaction, and Behavioral Intentions. Journal of Health Care Marketing, 9(4), 5–17.
Zboja, J. J., & Voorhees, C. M. (2006). The Impact of Brand Trust and Satisfaction on Retailer Repurchase Intentions. Journal of Services Marketing, 20(5), 381–390.