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@article{J.Gauss2776, author = {Fina Fitriyana and Mustafid Mustafid and Suparti Suparti}, title = {ANALISIS PENGARUH KUALITAS LAYANAN DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN PADA ONLINE SHOP MENGGUNAKAN STRUCTURAL EQUATION MODELING}, journal = {Jurnal Gaussian}, volume = {2}, number = {2}, year = {2013}, keywords = {e-SERVQUAL, kualitas layanan, kualitas produk, loyalitas pelanggan, SEM}, abstract = {Semakin meningkatnya jumlah pengguna internet membawa dampak yang besar bagi dunia bisnis dengan berbelanja lewat internet sebagai lifestyle. Fenomena ini membuat para pebisnis mulai beralih dari pemasaran tradisional ke pemasaran modern seperti membuka toko online lewat website maupun social media . Penelitian ini bertujuan menganalisa pengaruh kualitas layanan dan kualitas produk terhadap loyalitas pelanggan pada online shop . Model yang dipakai adalah model e-SERVQUAL dan metode analisisnya menggunakan structural equation modeling (SEM). Hasil dari penelitian ini menunjukkan adanya hubungan antara kualitas layanan dan kualitas produk terhadap loyalitas pelanggan pada online shop . Variabel indikator daya tanggap memiliki pengaruh yang paling besar terhadap variabel kualitas layanan pada online shop . Sedangkan, variabel indikator daya tahan memiliki pengaruh yang paling besar terhadap variabel kualitas produk pada online shop .}, issn = {2339-2541}, pages = {99--108} doi = {10.14710/j.gauss.2.2.99 - 108}, url = {https://ejournal3.undip.ac.id/index.php/gaussian/article/view/2776} }
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