Pengaruh E-Trust Dan E-Service Quality Terhadap E-Loyalty Dengan E-Satisfaction Sebagai Variabel Intervening (Studi Kasus Pada Pengguna Tokopedia Di Kota Semarang)

Abstract

Abstract: The effect of trust and the quality of electronic service on electronic loyalty were examined in this research in which the satisfaction of Tokopedia users in Semarang City was chosen as an intervening variable. Tokopedia users in Semarang City were selected as the population of this study. The technique of nonprobability sampling and purposive sampling were applied in selecting the sample so that 100 respondents were selected as the sample of this study. This type of research is explanatory research. Likert scale is implemented as the measurement scale. Several tests including the test of regression, convincing, determination, significance and, path analysis was applied to analyse the data with SPSS version 22.0. The findings revealed that e-trust significantly affected e-satisfaction with t-value (6.417)> t-table (1.984), e-service quality significantly affected e-satisfaction with t-count (4.771)> t-table. (1,984), e-trust significantly affected on e-loyalty with a t-count value (7,262)> t-table (1,984), e-service quality significantly affected e-loyalty with a t-count value (6,0002)> t-table (1,984), e-satisfaction significantly affected e-loyalty with a value of t-count (9,057)> t-table (1,984), e-trust significantly affected e-loyalty through e-satisfaction with a total effect of 0.464 and The quality of e-service significantly affected e-loyalty throughout e-satisfaction with a total effect of 0.349.

Keywords: E-Trust; E-Service Quality; E-Satisfaction; E-Loyalty

Abstrak: Pengaruh e-trust dan e-service quality pada e-loyalty melalui diujikan dalam penelitian ini yang dimana e-satisfaction para pengguna Tokopedia di Kota Semarang dipilih sebagai variabel intervening. Para pengguna Tokopedia di Kota Semarang terpilih sebagai populasi studi. Teknik nonprobability sampling dan purposive sampling diaplikasikan dalam memilih sampel sehingga terpilih 100 responden sebagai sampel studi. Tipe penelitian ini adalah explanatory research. Skala Likert diimplementasikan sebagai skala pengukuran. Beberapa pengujian seperti uji regresi, korelasi, determinasi, signifikansi serta analisis jalur diaplikasikan dalam menganalisis data dengan SPSS versi 22.0. Hasilnya memperlihatkan bahwa e-trust berpengaruh pada e-satisfaction secara signifikan dengan nilai t-hitung (6,417) > t-tabel (1,984), e-service quality berpengaruh pada e-satisfaction secara signifikan dengan t-hitung (4,771) > t-tabel (1,984), e-trust berpengaruh pada e-loyalty secara signifikan dengan nilai t-hitung (7,262) > t-tabel (1,984), e-service quality berpengaruh pada e-loyalty secara signifikan dengan nilai t-hitung (6,0002) > t-tabel (1,984), e-satisfaction berpengaruh pada e-loyalty secara signifikan dengan nilai t-hitung (9,057) > t-tabel (1,984), e-trust berpengaruh pada e-loyalty secara signifikan melalui e-satisfaction dengan pengaruh total 0,464 dan e-service quality berpengaruh pada e-loyalty secara signifikan melalui e-satisfaction dengan pengaruh total 0,349.

Kata Kunci: E-Trust, E-Service Quality, E-Satisfaction, E-Loyalty