Analisis Pengaruh Electronic dan Logistic Service Quality Terhadap Customer Loyalty Dengan Customer Satisfication Sebagai Variabel Intervening Pada Shopee Indonesia
Abstract
Digital-based trade is called e-commerce. Experts say that the e-commerce trend in Indonesia will continue to increase and give rise to similar competitors. Along with its popularity Shopee recorded as the number one online shopping in Indonesia. As a service provider, service quality is a priority that is sought to win the competition. The main point of this study is to understand the relationship between electronic service quality (ESQ) and logistic service quality (LSQ) on customer loyalty (CL) via customer satisfaction (CS) by answering 7 hypotheses. The respondents in this research were 180 Shopee Indonesia users belonging to the millennial generation. This research used descriptive data analysis techniques and SEM-PLS. The results show that ESQ and LSQ have a positive and significant indirect effect on CL through CS. Efforts to improve service quality and customer loyalty through customer satisfaction include improving aspects of responsiveness, customization, guarantee and handling in order to form a competitive advantage in market competition.
Keywords: Electronic Service Quality, Logistic Service Quality, Customer Satisfaction, Customer Loyalty
ABSTRAK
Perdagangan berbasis digital disebut dengan e-commerce. Para ahli mengatakan trend e-commerce di Indonesia akan terus meningkat dan melahirkan kompetitor sejenis. Shopee terhitung sebagai e-commerce terbesar di Indonesia. Sebagai penyedia layanan, service quality merupakan prioritas yang diupayakan untuk memenangkan persaingan. Penelitian ini digunakan untuk mengetahui hubunhan electronic service quality (ESQ) dan logistic service quality (LSQ) terhadap customer loyalty (CL) melalui customer satisfaction (CS) dengan menjawab 7 hipotesis. Sampel pada penelitian merupakan pengguna Shopee Indonesia yang tergolong dalam generasi milenial sebanyak 180. Penelitian ini termasuk penelitian kuantatif deskriptif dengan SEM-PLS sebagai software analisis data. Hasil menunjukkan ESQ dan LSQ berpengaruh positif dan signifikan secara tidak langsung terhadap CL melalui CS. Upaya untuk meningkatkan kualitas layanan dan kesetiaan pelanggan melalui kepuasan pelanggan antara lain memperbaiki aspek responsiveness, customization, guarantee, dan handling guna membentuk keunggulan kompetitif dalam persaingan pasar.
Kata Kunci: Electronic Service Quality, Logistic Service Quality, Customer Satisfaction, Customer Loyalty
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