Analisis Pengaruh Electronic dan Logistic Service Quality terhadap Customer Loyalty dengan Customer Satisfaction sebagai Variabel Intervening pada Shopee Indonesia

Azizah, Safira Rusyda (2024) Analisis Pengaruh Electronic dan Logistic Service Quality terhadap Customer Loyalty dengan Customer Satisfaction sebagai Variabel Intervening pada Shopee Indonesia. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Era globalisasi saat ini menunjukkan perkembangan teknologi informasi yang sangat pesat, sektor perdagangan menjadi sektor terdepan yang merasakan perkembangan teknologi informasi ini. Teknologi informasi menguasai hampir seluruh pasar di Indonesia dengan basis digital yang kita kenal dengan sebutan e-commerce. Para ahli mengatakan bahwa trend perkembangan e-commerce di Indonesia akan semakin terus meningkat. Shopee Indonesia tercatat sebagai platform belanja online nomor satu di Indonesia dengan tawaran penjualan online yang konsisten membawa kemudahan berbelanja, melalui ragam inovasi, program, dan fitur interaktif baik untuk pembeli maupun penjual. Trend yang terus berkembang akan melahirkan kompetitor-kompetitor sejenis, sehingga sebagai perusahaan yang bergerak dalam bidang layanan, maka hal ini menjadi tantangan tersendiri bagi Shopee Indonesia karena diharuskan memberikan service quality terbaiknya pada pelanggan. Penelitian ini bertujuan untuk mengetahui hubungan Electronic Service Quality (ESQ) dan Logistic Service Quality (LSQ) terhadap customer loyalty melalui customer satisfaction. Responden dalam penelitian ini adalah pengguna Shopee Indonesia dan Shopee Express yang tergolong dalam generasi milenial sebanyak 180 responden. Penelitian ini adalah penelitian kuantitatif dengan menggunakan analisis deskriptif dan teknik analisis data SEM-PLS. Hasil penelitian menunjukkan bahwa ESQ dan LSQ berpengaruh secara positif signifikan terhadap customer satisfaction dan customer loyalty. Selain itu, ESQ dan LSQ berpengaruh secara tidak langsung positif dan signifikan terhadap customer loyalty melalui customer satisfaction. Upaya yang dapat dilakukan oleh manajerial Shopee 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.
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The current era of globalization shows very rapid development of information technology, the trade sector is the leading sector experiencing this development of information technology. Information technology controls almost the entire market in Indonesia on a digital basis which we know as e-commerce. Experts say that the development trend of e-commerce in Indonesia will continue to increase. Shopee Indonesia is listed as the number one online shopping platform in Indonesia with online sales offers that consistently bring convenience to shopping, through a variety of innovations, programs and interactive features for both buyers and sellers. Trends that continue to develop will give rise to similar competitors, so as a company operating in the service sector, this is a challenge in itself for Shopee Indonesia because it is required to provide the best quality service to customers. This research aims to determine the relationship between Electronic Service Quality (ESQ) and Logistic Service Quality (LSQ) on customer loyalty through customer satisfaction. The respondents in this research were Shopee Indonesia and Shopee Express users who belonged to the millennial generation, totaling 180 respondents. This research is quantitative research using descriptive analysis and SEM-PLS data analysis techniques. The research results show that ESQ and LSQ have a significant positive effect on customer satisfaction and customer loyalty. Apart from that, ESQ and LSQ have a positive and significant indirect effect on customer loyalty through customer satisfaction. Efforts that can be made by Shopee management 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.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Electronic Service Quality, Logistic Service Quality, Customer Satisfaction, Customer Loyalty
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations H Social Sciences > HF Commerce > HF5548.32 Electronic commerce.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Safira Rusyda Azizah
Date Deposited:	17 Feb 2024 17:13
Last Modified:	17 Feb 2024 17:13
URI:	http://repository.its.ac.id/id/eprint/107554

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