Pengaruh Kualitas Layanan-E, Kepuasan-E, Dan Kepercayaan-E Terhadap Kesetiaan-E Pada Gojek

Abstract

ABSTRAKBisnis penyedia layanan daring berkembang dengan pesat saat ini dan diikuti dengan persaingan sengit antar penyedia layanan daring. Merupakan hal yang sangat penting bagi mereka untuk bertahan dan menang dalam persaingan bisnis ini. Untuk itu perlu diidentifikasikan mengenai apa saja kualitas layanan dari situs tersebut yang menjadi perhatian pelanggan, mengetahui seberapa jauh kepuasan, seberapa dalam tingkat kepercayaan dan seberapa jauh kesetiaan pelanggan terhadap situs penyedia layanan daring tersebut. Tujuan dari penelitian ini adalah mengetahui kualitas layanan elektronik, kepuasan, kepercayaan dan kesetiaan pelanggan Gojek. Penelitian ini dilakukan terhadap pengguna layanan Gojek (Go-ride) dengan menyebarkan 400 kuisioner di area Jakarta dan Tangerang dan terdapat 121 kuisioner yang dapat digunakan. Masing-masing peubah diukur dengan 5 skala Likert. Pengujian kesahihan menggunakan nilai factor loading sebesar ≥ 0,6 dan pengujian keandalan dengan menggunakan composite reliability dengan nilai ≥ 0,7 dan nilai variance extracted ≥ 0,50. Pada penelitian ini terdapat empat belas hipotesis. Pengujian uji kecocokan model dan hipotesis dilakukan dengan analisa SEM. Hasil dari penelitian ini adalah Ease of use, E-scape, Responsiveness, Customization dan Assurance yang merupakan kelima kualitas layanan elektoronik yang digunakan pada penelitian ini tidak berpengaruh positif terhadap e-satisfaction, e-satisfaction berpengaruh pada e-trust, e-trust tidak berpengaruh terhadap behavioral loyalty, affective loyalty, cognitive loyalty dan conative loyalty dan e-satisfaction berpengaruh terhadap behavioral loyalty, affective loyalty, cognitive loyalty dan conative loyalty. Kata Kunci: Kualitas layana-e, kepuasan-e, keperrcayaan-e, kesetiaan-e, perdagangan-e. ABSTRACT Daring service provider business is growing rapidly at this time, followed by fierce competition between daring service providers. It is very important for them to survive and win in this business competition. For that, they need to identify their service quality from their site based on customers' perception, knowing the satisfaction of their customers, how deep the trust of their customers and how extent of their customer loyalty toward the daring service providers. The purpose of this study is to analyze e-service quality, e-satisfaction, e-trust and e-customer loyalty of Gojek. The research was conducted on service users Gojek (Go-ride) by distributing 400 questionnaires in Jakarta and

Antecedents of Online Ojek Customer Loyalty (Case Study of Student Customers Go-Jek Medan)

“…The results of the H3a hypothesis test are also different from Setyaji and Ngatno (2016) and Purba (2017) who find that service quality has a significant direct effect on customer loyalty. The results of the H3b hypothesis test are different from Berlianto (2017) who concluded that e-service quality does not affect the e-satisfaction of GO-JEK customers in Jakarta.…”

“…Researchers at Sitinjak (2018), Setyaji and Ngatno (2016) and Berlianto (2017) found that there was a significant effect of customer satisfaction on GO-JEK customer loyalty. According to Kotler and Keller (2009) satisfaction is the level of one's feelings after comparing the performance (or results) that he feels compared to his expectations.…”

Analysis of Effects of Product Quality, Promotion and Received Value Towards Customer Loyalty through Customer Satisfaction Grab Food

“…Customer loyalty is influenced by factors such as physical evidence/facilities, location, product and customer satisfaction (Farida et al, 2016), Perceived Value and customer satisfaction (Putri et al, 2018), Customer Relationship Management, and customer satisfaction E-Service Quality, customer trust and satisfaction (Berlianto, 2017), service quality and price (Sugiarsih Duki Saputri, 2019), promotion and consumer satisfaction (Jati Prabowo & Sitio, 2020) A pre-research survey was conducted from October 7, 2020, to October 8, 2020, on 20 respondents who are online food ordering customers. The results of the survey data processing showed that the three most dominant variables got the answer DO NOT AGREE, namely: promotion, product quality, and perceived value with gains of 37.50%, 30%, and 27.5%, respectively.…”