PENGARUH MOBILE SERVICE QUALITY DAN KEPERCAYAAN PELANGGAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN APLIKASI M-COMMERCE SHOPEE

  • Gilang Pratama Hafidz Universitas Esa Unggul
  • Adam Achyar Nur Amin Universitas Esa Unggul
Keywords: Mobile Service Quality, Kepercayaan, Kepuasan, Loyalitas

Abstract

Loyalitas pelanggan terbentuk karena adanya kepuasan pelanggan terhadap mobile service quality (MS-QUAL) yang baik dan kepercayaan yang diperoleh saat berbelanja online menggunakan aplikasi m-commerce. Tujuan penelitian ini adalah mengetahui pengaruh langsung dan tidak langsung MS-QUAL serta kepercayaan pelanggan terhadap loyalitas pelanggan melalui kepuasan pelanggan selama berbelanja online. Populasi penelitian ini merupakan pengguna aplikasi m-commerce di Indonesia dan sampel yang digunakan merupakan pelanggan yang pernah menggunakan dan membeli produk di aplikasi m-commerce. Sampel diambil menggunakan teknik purposive sampling sebanyak 150 responden. Data primer dalam penelitian ini dianalisis dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian ini dapat disimpulkan untuk meningkatkan kepuasan pelanggan harus mengutamakan MS-QUAL pada aplikasi m-commerce dengan mengutamakan responsiveness, content serta fullfilment yang baik. Penelitian ini juga berfokus bagaimana cara meningkatkan loyalitas pelanggan melalui kepuasan pelanggan, untuk dapat meningkatkan kepuasan pelanggan yang dimana kepuasan ini dapat terbentuk saat pelanggan merasakan kemudahan dan kenyamanan MS-QUAL pada aplikasi m-commerce dalam berbelanja selama menggunakan aplikasi tersebut. Implikasi dari penelitian ini adalah memberikan saran bagi perusahaan untuk meningkatkan dan menjaga kualitas layanan aplikasi atas jaminan kerusakan produk dan kepercayaan pelanggan melalui penjual pada aplikasi m-commerce. Sehingga hal ini berdampak pada kepuasan pelanggan dan loyalitas pelanggan untuk menggunakan kembali aplikasi m-commerce.

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Published
2024-05-12
How to Cite
Hafidz, G., & Amin, A. (2024). PENGARUH MOBILE SERVICE QUALITY DAN KEPERCAYAAN PELANGGAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN APLIKASI M-COMMERCE SHOPEE. Jurnal Ilmiah Wahana Pendidikan, 10(9). https://doi.org/10.5281/zenodo.11177381