CD Tesis

Pengaruh e-trust dan e-service quality terhadap e-satisfaction dan e-loyality konsumen gen z pada marketplace Tokopedia di Indonesia

---

Technological advancements have led to a significant increase in internet access in Indonesia. The current technology and internet sophistication truly assist humans in fulfilling their needs, triggering rapid growth in the e-commerce industry in Indonesia. Numerous e-commerce platforms dominate the market, such as Tokopedia, Shopee, and Bukalapak. In 2021, Bank Indonesia recorded 31 million people shopping online, with transaction values increasing by 56% from Rp11.6 trillion in 2020 to Rp18.1 trillion in 2021. Tokopedia, with an average of 158.3 million website visitors per month in the second quarter of 2022, has the highest number of visitors compared to its competitors, dominated by Gen Z consumers at 38.5%. With the high interest of Gen Z consumers in shopping on Tokopedia, other e-commerce businesses must pay attention to good marketing service quality so that consumers have e-trust and become loyal customers on their e-commerce platforms.
The problem formulation in this research is the extent of the influence of E-trust, consisting of ability, benevolence, integrity, and e-service quality, consisting of efficiency, fulfillment, system availability, privacy, on e-satisfaction and e-loyalty of Gen Z consumers on Tokopedia marketplace in Indonesia. The purpose of this research is to understand and analyze Gen Z consumers and identify the dominant variables influencing the satisfaction and loyalty of Gen Z consumers on Tokopedia in Indonesia.
The theory used is Marketing Management regarding Customer Loyalty. The approach in this research is e-questionnaire with Google Forms and partially face-to-face observations to Gen Z respondents scattered across 8 major regions in Indonesia, namely Sumatra, Kalimantan, Java, Sulawesi, NTB, NTT, Bali, and Papua through Telegram, social media, and marketplaces, and partially face-to-face observations to Gen Z respondents in each region in Indonesia. The type of this research is quantitative descriptive, aiming to obtain an overview of a situation and issue as well as to interpret them. The population in this study is customers registered on Tokopedia, focusing on fashion transactions, with an unknown number. The sample size of this study is 312 respondents. Hypothesis testing uses Structural Equation Modeling (SEM). In this study, there are eight hypotheses tested through SEM analysis with a significance level of 5%, resulting in a Critical Ratio (CR) of 1.96.
The results show that e-trust and e-service quality have direct and indirect effects. For direct influence, the variable that has the greatest impact on e-satisfaction is e-service quality with a contribution of 53.6%, while the variable of e-loyalty that has a direct influence is e-satisfaction with a contribution of 38.2%. For indirect influence, the variable that has the greatest impact on e-loyalty is e-service quality with a contribution of 20.4%. Based on the research results, it can be concluded that e-loyalty can only be formed if Gen Z consumers are satisfied with the quality of service to transact on e-commerce platforms.
Key Word : E-trust, Service Quality, E-satisfaction, E-Loyality

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

2210246880

Penerbit

Pekanbaru : Universitas Riau Pascasarjana Tesis Manajemen., 2024

Deskripsi Fisik

-

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

2210246880

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

MANAJEMEN

Info Detail Spesifik

-

Pernyataan Tanggungjawab

Jaka

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar