HUBUNGAN E-SERVICE QUALITY DAN E-LOYALTY  DENGAN E-SATISFACTION  PADA KONSUMEN GO-JEK DAN GRAB  DI KOTA SEMARANG

Sri Pudjarti; Nurchayati Nurchayati; Honorata Ratnawati Dwi Putranti

doi:10.24198/sosiohumaniora.v21i3.21491

HUBUNGAN E-SERVICE QUALITY DAN E-LOYALTY DENGAN E-SATISFACTION PADA KONSUMEN GO-JEK DAN GRAB DI KOTA SEMARANG

Sri Pudjarti, Nurchayati Nurchayati, Honorata Ratnawati Dwi Putranti

Abstract

Perkembangan di bidang internet yang begitu pesat menyebabkan perubahan dalam gaya hidup. Hadirnya internet tidak hanya pada usaha retail tetapi berkembang juga pada transportasi online (moda online) seperti Go-jek dan Grab, yang memberikan layanan transportasi secara online kepada konsumen. Kondisi ini perlu diperhatikan sebagai penyedia jasa untuk mempertahankan loyalitas pengguna jasa. Penelitian ini bertujuan mengembangkan model untuk mengeksplorasi anteseden dan konsekuensi dari e-Loyalty, serta menguji seberapa besar pengaruh e-loyalty konsumen melalui variabel e-satisfaction serta menganalisis pelayanan dan kepuasan berbasis elektronik membentuk loyalitas konsumen. Analisis data menggunakan metode Kuantitatif dengan sampel penelitian menggunakan random sampling dengan purposive sampling. Pengolahan data dengan menggunakan software SPSS versi 22.Sampling sebanyak 101 orang konsumen Go-jek dan Grab di Kota Semarang. Penyebaran daftar kuesioner dengan Google form. Hasil dari penelitian ini adalah tidak ada hubungan yang signifikan antara e-Service quality secara langsung terhadap e-loyalty. Hubungan positif dan signifikan antara Service quality terhadap e-loyalty melalui variabel e-satisfaction, sehingga dengan analisis jalur e-satisfaction mampu menjadi variabel intervening. Serta ditemukan pelayanan non elektronik juga berperan dalam loyalitas konsumen. Penemuan beberapa indikator baru untuk non elektronik diharapkan dapat dijadikan indikator dalam penelitian mendatang.

Keywords

e-Service quality; e-satisfaction; e-Loyalty; moda on line

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DOI: https://doi.org/10.24198/sosiohumaniora.v21i3.21491