CD Skripsi

PENGARUH E-SERVICE QUALITY DAN E-TRUST TERHADAP E-SATISFACTION DAN E-LOYALTY PADA PENGGUNA E-MARKETPLACE SHOPEE DI KOTA PEKANBARU

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The increasing number of internet users in Indonesia provides opportunities for
businesses to run businesses through computer networks connected to the internet,
this is known as e-Marketplace. In Indonesia, the growth of e-Marketplace has
experienced rapid development, this is due to the large population. Shopee has now
become one of the most prominent e-Marketplace in Indonesia. In digital business, all
business people have marketing techniques to attract and retain consumers, some of
which are through e-Service Quality and e-Trust. In the context of e-Marketplace,
companies that are able to provide high-quality e-Service Quality and e-Trust will
lead to e-Satisfaction and in the long run will generate e-Loyalty. This study aims to
analyze the direct effect and indirect effect of the four variables, namely e-Service
Quality (X1), e-Trust (X2), e-Satisfaction (Y) and e-Loyalty (Z) on Shopee eMarketplace Users in Pekanbaru City. The data collection method uses primary data
in the form of electronic questionnaires distributed via Google form as a research
instrument. The study used 161 people who were classified as Shopee e-Marketplace
Users in Pekanbaru City as respondents with Non-Probability Sampling Technique.
The method used is Explanatory Research with data analysis tests in the form of
Classical Assumption Tests, Hypothesis Tests and Path Analysis as a data testing
flow. The results of this study indicate that e-Service Quality has a positive and
significant effect on e-Satisfaction and e-Loyalty. e-Trust has a positive and
significant effect on e-Satisfaction and e-Loyalty. e-Satisfaction has a positive and
significant effect on e-Loyalty and found a significant effect between e-Service
Quality and e-Trust on e-Loyalty through e-Satisfaction.
Keywords : e-Service Quality, e-Trust, e-Satisfaction, e-Loyalty, e-Marketplace.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1702110805

Penerbit

Pekanbaru : Universita Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1702110805

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

GUNTUR

Versi lain/terkait

Lampiran Berkas

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