Rasyid, Salisah Rosyidah (2020) Analisis Faktor Yang Mempengaruhi Loyalitas Pelanggan E-Commerce Otomotif Dengan Metode Structural Equation Modeling Dengan Variabel Moderasi Brand Image (Studi Kasus: Mobil88). Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Konteks: Perusahaan e-commerce otomotif Mobil88 telah memiliki reputasi merek yang cukup baik dan telah berupaya meningkatkan kualitas dari customer relationship management (CRM) dengan tujuan untuk meningkatkan customer loyalty yang dimiliki. Customer loyalty yang dibangun oleh e-commerce otomotif Mobil88 berupa peningkatan kualitas pelayanan, kepuasan pelanggan, dan nilai pelanggan.
Permasalahan: Permasalahan yang menjadi fokus pada penelitian Tugas Akhir ini adalah bagaimana mengevaluasi penerapan kualitas CRM pada perusahaan e-commerce otomotif Mobil88 terhadap customer loyalty dari para pelanggannya dengan mempertimbangkan variabel moderasi brand image. Lebih lanjut, perusahaan e-commerce otomotif Mobil88 ingin meningkatkan customer loyalty yang dimiliki dengan memperbaki capaian indikator terukur.
Tujuan: Penelitian ini bertujuan untuk menganalisis struktural terkait variabel yang mempengaruhi customer loyalty dengan variabel moderasi brand image, memperbaiki capaian indikator pada variabel laten yang memiliki pengaruh kurang signifikan terhadap customer loyalty dan memberikan usulan variabel lain yang memiliki hubungan terhadap customer loyalty pada e-commerce otomotif.
Metode: Proses pengambilan data dilakukan dengan metode survei online dengan jumlah responden 244 orang. Penelitian menggunakan metode Confirmatory Factor Analysis untuk menguji model dan metode Structural Equation Modeling untuk menganalisis data dan model penelitian dengan memanfaatkan perangkat lunak AMOS. Model penelitian mengacu pada penelitian Nyadzayo, M.W. & Khajehzadeh dimana brand image merupakan variabel moderator, variabel service quality, customer satisfaction dan customer value merupakan variabel eksogen (independen) dan kedua variabel lainnya merupakan variabel eksogen (dependen).
Hasil: Hasil yang didapatkan dari penelitian ini adalah customer loyalty secara signifikan dipengaruhi oleh service quality dan customer value. Variabel service quality berpengaruh secara langsung terhadap customer loyalty sebesar β = 3,318 dengan total effect sebesar 0,001. Variabel customer value berpengaruh secara langsung terhadap customer loyalty sebesar β = 5,139 dengan total effect sebesar 0,001. Variabel customer satisfaction berpengaruh namun secara tidak signifikan terhadap customer loyalty sebesar β = 4,446 dengan total effect sebesar -1,07.
Nilai Tambah: Hasil penelitian ini dapat memberikan pengetahuan dan wawasan untuk pengembangan akademik di bidang industri e-commerce otomotif. Penelitian ini juga dapat menjadi bahan acuan dan referensi dalam mengembangkan penelitian selanjutnya.
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Context: The automotive e-commerce company Mobil88 already has a fairly good brand reputation and has sought to improve the quality of customer relationship management (CRM) with the aim of increasing customer loyalty. Customer loyalty built by Mobil88 automotive e-commerce in the form of improved service quality, customer satisfaction, and customer value).
Problems: The problem that is the focus of this final project research is how to evaluate the application of CRM quality in the automotive e-commerce company Mobil88 to the customer loyalty of its customers by considering the brand image moderation variable. Furthermore, the automotive e-commerce company Mobil88 wants to increase its customer loyalty by improving measurable indicator performance.
Objective: This study aims to analyze the structural related variables that affect customer loyalty with brand image moderation variables, improve the achievement of indicators on latent variables that have less significant effect on customer loyalty and provide other variables that have a relationship to customer loyalty in automotive e-commerce.
Method: The data collection process was carried out by an online survey method with 244 respondents. The study uses the Confirmatory Factor Analysis method to test the model and the Structural Equation Modeling method to analyze data and research models using AMOS software. The research model refers to the research of Nyadzayo, M.W. & Khajehzadeh where brand image is a moderator variable, service quality variable, customer satisfaction and customer value are exogenous (independent) variables and the other two variables are exogenous (dependent) variables.
Result: The results obtained from this study are that customer loyalty is significantly influenced by service quality and customer value. Service quality variable directly affects customer loyalty of β = 3.318 with a total effect of 0.001. Variable customer value directly affects customer loyalty of β = 5.139 with a total effect of 0.001. Variable customer satisfaction influences but not significantly to customer loyalty of β = 4.446 with a total effect of -1.07.
Achievement: The results of this study can provide knowledge and insights for academic development in the automotive e-commerce industry. This research can also be a reference and reference in developing further research.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Service quality; Brand image; Customer loyalty; Automotive; E-commerce; Structural Equation Modeling |
| Subjects: | T Technology > T Technology (General) > T58.5 Information technology. IT--Auditing |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Salisah Rosyidah Rasyid |
| Date Deposited: | 25 Aug 2020 03:20 |
| Last Modified: | 23 Jun 2023 14:01 |
| URI: | http://repository.its.ac.id/id/eprint/80973 |
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