Analisis Pengaruh E-Service Quality, E-Word Of Mouth, serta Promotion dan Ads Terhadap Loyalitas Konsumen di Marketplace
DOI:
https://doi.org/10.26593/jrsi.v13i2.7278.127-142Abstrak
Tren transaksi berbasis digital terus meningkat seiring dengan berlakunya pembatasan sosial selama masa pandemi, bahkan menjadi kebiasaan baru masyarakat khususnya generasi milenial setelah masa pandemi berakhir. Di Asia Tenggara, Indonesia menduduki peringkat pertama sebagai penjualan retail melalui e-commerce terbanyak pada tahun 2021. Persaingan antar e-commerce khususnya marketplace di Indonesia menjadi sangat ketat. Kepuasan, kepercayaan dan loyalitas konsumen menjadi indikator penting untuk dapat meningkatkan performa marketplace. Pada penelitian ini terdapat tiga faktor utama yang diteliti lebih lanjut pengaruhnya terhadap kepuasan, kepercayaan dan loyalitas konsumen yaitu e-service quality, e-word of mouth serta promotion dan ads. Penelitian dilakukan terhadap 162 responden pengguna Tokopedia dengan mayoritas generasi milenial. Pengujian hipotesis dilakukan menggunakan teknik partial least square structural equation (PLS-SEM). Hasil penelitian ini menunjukkan e-service quality berpengaruh signifikan terhadap loyalitas melalui kepuasan dan kepercayaan, promotion dan ads berpengaruh signifikan terhadap loyalitas melalui kepuasan, dan e-word of mouth tidak memiliki pengaruh yang signifikan terhadap kepuasan, kepercayaan dan loyalitas konsumen. Untuk mendapatkan loyalitas konsumen, marketplace dapat meningkatkan e-service quality dimana memiliki pengaruh paling signifikan diikuti oleh promotion dan ads.
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