Pengaruh E-Trust dan E-Service Quality terhadap E-Loyalty melalui E-Satisfaction (Studi pada Pengguna Situs E-Commerce C2C Shopee di Kabupaten Sleman)

Abstract

Abstract: The aims of this study is to measure the effect of e-trust and e-service quality to e-loyalty through e-satisfaction. The population of this research is consumers of Shopee in Sleman Regency, while the sample is 100 consumers of Shopee with purposive sampling and accidental sampling.The type of this research is explanative with a quantitative approach. The data was analyzed using multiple linear regression analysis with SPSS 25.0 for Windows and sobel test. The results of this study is showing that e-trust and e-service quality has positive impact toward e-satisfaction, the biggest impact is own by eservice quality. E-satisfaction can mediate the effect of e-trust on e-loyalty significantly and can be mentioned as a full-mediated, and also e-satisfaction can mediate the effect of e-service quality on eloyalty significantly and can be mentioned as a partial mediation. Some recommendations are added based on those results, it is recommended that Shopee be able to place advertisements that can attract the attention of consumers so that Shopee's consumer e-trust can increase, besides that Shopee also needs to add more contacts so that Shopee's e-service quality is getting better, and the most important thing is the bandwidth upgrade that will be impact on e-satisfaction.

Keywords: e-loyalty; e-satisfaction; e-service quality; e-trust

Abstrak: Tujuan dilakukannya penelitian ini adalah untuk mengetahui pengaruh antara e-trust dan eservice quality terhadap e-loyalty melalui e-satisfaction. Populasinya adalah seluruh konsumen Shopee di Kabupaten Sleman, sedangkan sampelnya adalah 100 konsumen Shopee dengan menggunakan teknik pengambilan sampel purposive dan accidental sampling. Tipe penelitian ini adalah eksplanatif dengan pendekatan kuantitatif. Analisis yang digunakan adalah analisis regresi linear berganda menggunakan software SPSS 25.0 for Windows dan uji mediasi (uji sobel). Hasil penelitian ini menunjukan bahwa etrust dan e-service quality berpengaruh positif secara parsial dan simultan terhadap e-satisfaction, dimana ketika bersama-sama e-service quality memiliki pengaruh yang paling besar terhadap e satisfaction. Variabel e-satisfaction dapat memediasi pengaruh e-trust terhadap e-loyalty secara signifikan dan dapat dikatakan sebagai variabel mediasi penuh (full-mediated), begitu juga dengan variabel e-satisfaction dapat memediasi pengaruh e-service quality terhadap e-loyalty secara signifikan dan dapat dikatakan sebagai variabel mediasi parsial. Berdasarkan hasil tersebut maka disarankan supaya Shopee dapat memasang iklan yang dapat menarik perhatian konsumennya sehingga e-trust konsumen Shopee bisa meningkat, selain itu Shopee juga perlu menambah narahubung supaya e-service quality Shopee semakin baik, dan yang paling penting adalah peningkatan bandwidth yang akan berdampak pada e-satisfaction. Kata Kunci: e-loyalty; e-satisfaction; e-service quality; e-trust