Kata Kunci
e-satisfaction
e-loyalty
e-commerce
Cara Mengutip
Abstrak
This study analyzes the relationship between e-service quality, e-satisfaction, and e-loyalty in the e-commerce sector in Indonesia. The sample used in this study had used or bought goods from e-commerce, had an account or membership of one or more e-commerce operating in Indonesia, both men and women with an age range of 17-60 years totaling 200 respondents. This study used the variables e-service quality, e-satisfaction, and e-loyalty. The data collection technique in this study was using a questionnaire which was then analyzed using the Structural Equation Model (AMOS v 23). The results indicate that e-service quality has a significant positive effect on e-satisfaction. E-satisfaction has a significant positive relationship with e-loyalty. E-service quality has a significant positive effect on e-loyalty. E-satisfaction can mediate the relationship between e-service quality and e-loyalty in a significant positive manner.
Referensi
Águila-Obra, A.R. Del, Antonio, P.-M. and Al-dweeri, R.M.O.O. (2013) “The influence of electronic service quality on loyalty in postal services: the mediating role of satisfaction,” Total Quality Management & Business Excellence, 24(9–10), pp. 1111–1123. Available at: https://doi.org/10.1080/14783363.2013.807681.
Akbar, A.A. and Djatmiko, T. (2016) “Pengaruh E-service Quality Terhadap E-customer Satisfaction Dan E-customer Loyalty Pada Lazada.co.id,” in Y.N. Adi, F. Hardiana, and F. M (eds.) e-Proceeding of Management. Bandung: Telkom University Open Library, pp. 142–150. Available at: https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/2978/0.
Al-dweeri, R.M. et al. (2017) “The Impact of E-Service Quality and E-Loyalty on Online Shopping: Moderating Effect of E-Satisfaction and E-Trust,” International Journal of Marketing Studies, 9(2), pp. 92–103. Available at: https://doi.org/10.5539/ijms.v9n2p92.
Anderson, R.E. and Srinivasan, S.S. (2003) “E-satisfaction and e-loyalty: A contingency framework,” Psychology & Marketing, 20(2), pp. 123–138. Available at: https://doi.org/10.1002/mar.10063.
Anisah, R.R., Suhendra, A.A. and Chumaidiyah, E. (2018) “Peningkatan Kualitas Layanan Pada Platform PT. Metraplasa (Blanja.com) dengan Penerapan Integrasi Metode E-Servqual, Model Kano Dan Quality Function Deployment (QFD),” in Y.N. Adi, F. Hardiana, and Rizky (eds.) e-Proceeding of Engineering. Bandung: Telkom University Open Library, pp. 7339–7348. Available at: https://openlibrarypublications.telkomuniversity.ac.id/index.php/engineering/article/view/7440.
Behjati, S., Nahich, M. and Othaman, S.N. (2012) “Interrelation between E-service Quality and E-satisfaction and Loyalty,” European Journal of Business and Management, 4(9), pp. 75–85. Available at: https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=b5060a79affa1b4bd2705d040ff585c28eac698a.
Durianto, D., Sugiarto and Sitinjak, T. (2004) Strategi Menaklukan Pasar: Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: PT Gramedia Pustaka Utama.
Giovanis, A.N. and Athanasopoulou, P. (2014) “Gaining customer loyalty in the e-tailing marketplace: the role of e-service quality, e-satisfaction and e-trust,” International Journal of Technology Marketing, 9(3), pp. 288–304. Available at: https://doi.org/10.1504/IJTMKT.2014.063857.
Hair Jr., J.F. et al. (2019) Multivariate Data Analysis. 8th ed. New York: Cengage Learning.
Ho, C.-I. and Lee, Y.-L. (2007) “The development of an e-travel service quality scale,” Tourism Management, 28(6), pp. 1434–1449. Available at: https://doi.org/10.1016/j.tourman.2006.12.002.
Hur, Y., Ko, Y.J. and Valacich, J. (2011) “A Structural Model of the Relationships Between Sport Website Quality, E-Satisfaction, and E-Loyalty,” Journal of Sport Management, 25(5), pp. 458–473. Available at: https://doi.org/10.1123/jsm.25.5.458.
INTI MEDIA (2024) Trends in Internet Penetration in Indonesia in 2024, INTI MEDIA. Available at: https://intimedia.id/read/trends-in-internet-penetration-in-indonesia-in-2024#:~:text=The growth of internet penetration,technology among the Indonesian population. (Accessed: June 15, 2025).
Laudon, K.C. and Laudon, J.P. (2020) Management Information System: Managing The Digital Firm. 16 Global. Edited by S.M. Lewis, R. Iles, and D. Luiz. Harlow: Pearson Education Limited.
Lee, G. and Lin, H. (2005) “Customer perceptions of e‐service quality in online shopping,” International Journal of Retail & Distribution Management, 33(2), pp. 161–176. Available at: https://doi.org/10.1108/09590550510581485.
Lewis, C. and Booms, B. (1983) “The Marketing Aspects of Service Quality,” in L.L. Berry, G. Shostack, and G. Upah (eds.) Emerging Perspectives in Service Marketing. Chicago: American Marketing Association, pp. 99–107.
Mathwick, C. (2002) “Understanding the online consumer: A typology of online relational norms and behavior,” Journal of Interactive Marketing, 16(1), pp. 40–55. Available at: https://doi.org/10.1002/dir.10003.
Nabila, E., Ariyanti, M. and Sumrahadi, S. (2018) “Analisis Kualitas Pelayanan Online (E-Servqual) Menggunakan Metode Importance Perormance Analysis Pada Bhinneka.Com,” in Y.N. Adi, F. Hardiana, and F. M (eds.) e-Proceeding of Management. Telkom University Open Library, pp. 141–151. Available at: https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/6332/0.
Oliver, R.L. (2010) Satisfaction: A Behavioral Perspective on the Consumer. 2nd ed. New York: Routledge. Available at: https://doi.org/10.4324/9781315700892.
Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985) “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing, 49(4), pp. 41–50. Available at: https://doi.org/10.2307/1251430.
Parasuraman, A., Zeithaml, V.A. and Malhotra, A. (2005) “E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality,” Journal of Service Research, 7(3), pp. 213–233. Available at: https://doi.org/10.1177/1094670504271156.
Publisher (2019) APJII: Jumlah Pengguna Internet di Indonesia Tembus 171 Juta Jiwa, BSKDN Kemendagri RI. Available at: https://bskdn.kemendagri.go.id/website/apjii-jumlah-pengguna-internet-di-indonesia-tembus-171-juta-jiwa/#:~:text=Hasilnya%2C menurut Henri%2C dari total,yang sudah terhubung ke internet. (Accessed: June 15, 2025).
Rita, P., Oliveira, T. and Farisa, A. (2019) “The impact of e-service quality and customer satisfaction on customer behavior in online shopping,” Heliyon, 5(10), p. e02690. Available at: https://doi.org/10.1016/j.heliyon.2019.e02690.
Rodríguez, P.G. et al. (2020) “A PLS-SEM approach to understanding E-SQ, E-Satisfaction and E-Loyalty for fashion E-Retailers in Spain,” Journal of Retailing and Consumer Services, 57, p. 102201. Available at: https://doi.org/10.1016/j.jretconser.2020.102201.
Rohm, A.J. and Swaminathan, V. (2004) “A typology of online shoppers based on shopping motivations,” Journal of Business Research, 57(7), pp. 748–757. Available at: https://doi.org/10.1016/S0148-2963(02)00351-X.
Suryani, T. (2013) Perilaku Konsumen di Era Internet Implikasinya Pada Strategi Pemasaran. Yogyakarta: Graha Ilmu.
Szymanski, David M and Henard, David H (2001) “Customer Satisfaction: A Meta-Analysis of the Empirical Evidence,” Journal of the Academy of Marketing Science, 29(1), pp. 16–35. Available at: https://doi.org/10.1177/009207030102900102.
Ting, O.S. et al. (2016) “E-Service Quality, E-Satisfaction and E-Loyalty of Online Shoppers in Business to Consumer Market; Evidence form Malaysia,” in IOP Conference Series: Materials Science and Engineering. IOP Publishing Ltd, p. 12012. Available at: https://doi.org/10.1088/1757-899X/131/1/012012.
Tjiptono, F. (2015) Strategi Pemasaran. Yogyakarta: CV. Andi Offset.
Tjiptono, F. and Chandra, G. (2017) Pemasaran Strategik. 2nd ed. Yogyakarta: CV. Andi Offset.
Yen, C. and Lu, H. (2008) “Effects of e‐service quality on loyalty intention: an empirical study in online auction,” Managing Service Quality: An International Journal, 18(2), pp. 127–146. Available at: https://doi.org/10.1108/09604520810859193.
Artikel ini berlisensiCreative Commons Attribution-ShareAlike 4.0 International License.
Hak Cipta (c) 2025 Yoga Ajie Kristanto