Purawati, Yuyun (2025) Pengembangan Model Analisis Mobile Shopping Service Quality Pada Mobile Retail Dengan Structural Equation Modelling Untuk Meningkatkan Customer Loyalty. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Mobile retail (m-retail) mengubah pengalaman belanja di Indonesia melalui platform seluler, memaksa perusahaan m- retail untuk terus berkembang dengan meperhatikan kualitas layanan yang diberikan. Customer loyalty diyakini sebagai indicator keberhasilan m-retail sehingga mendorong perusahaan untuk memperbaiki mobile shopping service quality (MS-SQ) demi mempertahankan customer loyalty. Factor seperti efficiency, fulfillment, content, contact, dan responsiveness ditemukan membentuk key dimension MS-SQ. Namun personalization dan perceived risk juga ditemukan memiliki peran dalam membentuk MS-SQ. Oleh karena itu, penelitian ini bertujuan untuk mengembangkan model analisis MS-SQ untuk meningkatkan customer loyalty pada mobile retail. Metode Stuructural Equation Modelling (SEM) digunakan untuk menguji hubungan antara key dimension dari MS-SQ (efficiency, fulfillment content, contact, responsiveness, personalization dan perceived risk) terhadap customer loyalty dengan memperhatikan customer satisfaction sebagai mediator. Hasil menujukan efficiency, fulfiment, responsiveness, personalization serta customer satisfaction memiliki pengaruh langsung dalam meningkatkan customer loyalty, ditemukan variabel responsiveness merupakan variabel paling kuat dalam meningkatkan customer loyalty,
sementara content da perceived risk berpengaruh terhadap customer loyalty melalui mediasi customer satisfaction. Penelitian memberikan model analisis MS-SQ baru dan mengahasilkan 17 rekomendasi strategis bagi Perusahaan m-retail untuk meningkatkan customer loyalty melalui optimalisasi MS-SQ dan customer satisfaction. Penelitian ini
juga memberikan pemahaman teoritis dalam pemanfaatan m-retail di Indonesia.
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Mobile retail (m-retail) changes the shopping experience in Indonesia through mobile platforms, forcing m-retail companies to continue to grow by paying attention to the quality of services provided. Customer loyalty is believed to be an indicator of m-retail success, thus encouraging companies to improve mobile shopping service quality (MS-SQ) to maintain customer loyalty. Factors such as efficiency, fulfillment, content, contact, and responsiveness were found to form the key dimensions of MS-SQ. However, personalization and perceived risk were also found to have a role in shaping MS-SQ. Therefore, this study aims to develop an MS SQ analysis model to increase customer loyalty in mobile retail. The Structural Equation Modeling (SEM) method is used to test the relationship between the key dimensions of MS-SQ (efficiency, fulfillment content, contact, responsiveness, personalization and perceived risk) to
customer loyalty by considering customer satisfaction as a mediator. The results show that efficiency, fulfillment, responsiveness, personalization and customer satisfaction have a direct influence in increasing customer loyalty, it is found that the responsiveness variable is the strongest variable in increasing customer loyalty, while content and perceived risk affect customer loyalty through mediation of customer satisfaction. The research provides a new MSSQ analysis model and produces 17 strategic recommendations for m-retail companies to increase customer loyalty through optimizing MS-SQ and customer satisfaction. This research
also provides theoretical understanding in the utilization of m-retail in Indonesia.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Mobile Retail, MS-SQ,Customer satisfaction, Customer loyalty, Personalization, perceived risk, Produk Fashion, SEM Mobile Retail, MS-SQ,Customer satisfaction, Customer loyalty, Personalization, perceived risk, Produk Fashion, SEM |
| Subjects: | H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction Q Science > QA Mathematics > QA278.3 Structural equation modeling. T Technology > T Technology (General) > T58.64 Information resources management |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Yuyun Purawati |
| Date Deposited: | 26 Jan 2025 08:58 |
| Last Modified: | 26 Jan 2025 09:00 |
| URI: | http://repository.its.ac.id/id/eprint/116885 |
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