Meningkatkan Loyalitas Pelanggan Marketplace Dengan Memaksimalkan Kualitas Layanan Elektronik dan Kepuasan Pelanggan

Abstract

Technological advances create promising business opportunities in the field of electronic commerce (e-commerce) in Indonesia which in turn encourages intense competition among e-commerce business actors. One of the factors that greatly affects customer loyalty in the e-commerce industry is the quality of electronic services quality. The purpose of this study was to determine the effect of electronic service quality with the E-S-Qual approach on loyalty directly and through mediation of customer satisfaction. This research was conducted in Denpasar City with a sample of 165 respondents using purposive sampling and convenience sampling methods. Data was collected by conducting interviews and using questionnaires measured by a five-choice Likert Scale. The analytical technique used is path analysis with Sobel test for mediation testing. The results of the study prove that E-S-Qual has a positive and significant effect on satisfaction and loyalty, satisfaction has a positive and significant effect on loyalty and mediates the effect of E-S-Qual on customer loyalty.