Pengaruh Online Trust, Online Satisfaction, dan Electronic Word of Mout terhadap Loyalitas Pelanggan pada Aplikasi Shopee
Keywords:
Electronic Word of Mouth, Loyalitas Pelanggan, Online Trust, Online Satisfaction
Abstract
Tujuan penelitian ini ialah menganalisis pengaruh online trust, online satisfaction, dan electronic word of mouth terhadap loyalitas pelanggan pada aplikasi Shopee. Data yang digunakan dalam penelitian ini adalah data primer. Metode pengumpulan data melalui kuesioner. Populasi dalam penelitian ini yaitu semua mahasiswa fakultas ekonomi dan bisnis Universitas Muhammadiyah Surakarta yang sudah beberapa kali membeli barang atau jasa pada aplikasi Shopee. Jumlah sampel pada penelitian ini ialah 100 responden. Penelitian ini menggunakan teknik pengambilan sampel Nonprobability sampling dengan metode purposive sampling. Penelitian ini menggunakan perangkat lunak SmartPLS 3.0. Penelitian ini menerapkan metode analisis Structural Equation Model (SEM) dengan Partial Least Square (PLS). Hasil penelitian ini ialah Online trust berpengaruh negatif tidak signifikan terhadap loyalitas pelanggan. Online satisfaction berpengaruh positif signifikan terhadap loyalitas pelanggan. Electronic word of mouth berpengaruh positif signifikan terhadap loyalitas pelanggan.
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Yusnara, R. I., & Soepatini, S. (2023). Utilitarian, hedonic, and social values on e-commerce customer loyalty: mediating role of customer satisfaction. Journal of Enterprise and Development (JED), 5(2), 2023.
Zierau, N., Bruhin, O., & Söllner, M. (2020). Towards Developing Trust-Supporting Design Features for AI-Based Chatbots in Customer Service. https://www.researchgate.net/publication/344453362
Bilal, M., & Achmad, N. (2023). Analysis Of The Effect Of Service Quality, Brand Trust And Perceived Quality On Customer Loyalty With Customer Satisfaction As An Intervening Variable. Paradigma, 20(2), 232–246. https://doi.org/10.33558/paradigma.v20i2.7035
Bougie, R., & Sekaran, U. (2017). Metode Penelitian Untuk Bisnis: Pendekatan Pengembangan-Keahlian (ke 6). Alfabeta.
ÇEL?K, Z. (2022). The Moderating Role Of Influencer Attractiveness In The Effect Of Brand Love, Brand Trust, Brand Awareness And Brand Image On Brand Loyalty. ?stanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 21(43), 148–167. https://doi.org/10.46928/iticusbe.1050122
Haudi, Handayani, W., Musnaini, Suyoto, Y. T., Prasetio, T., Pital-Oka, E., Wijoyo, H., Yonata, H., Koho, I. R., & Cahyono, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961–972. https://doi.org/10.5267/j.ijdns.2022.1.015
Huang, C. C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915–934. https://doi.org/10.1108/MD-10-2015-0465
Hwang, J., Choe, J. Y. (Jacey), Kim, H. M., & Kim, J. J. (2021). Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty? International Journal of Hospitality Management, 99. https://doi.org/10.1016/j.ijhm.2021.103050
Indriana, A., Sholahuddin, M., & Kuswati, R. (2022). Journal of Business and Management Studies The Impact of e-WOM and Celebrity Endorser on Purchase Intention Mediated by Brand Image: A Study on Halal Cosmetic Products. https://doi.org/10.32996/jbms
Kim, Y. J., Park, J. S., & Jeon, H. M. (2021). Experiential value, satisfaction, brand love, and brand loyalty toward robot barista coffee shop: The moderating effect of generation. Sustainability (Switzerland), 13(21). https://doi.org/10.3390/su132112029
Lisabel Malelak, S., Setiawan, B., & Maulidah, S. (2021). Analysis of Marketing Mix on Consumer Loyalty: Empirical Study of Customer Satisfaction of Local Product. In Technology, and Organizational Behavior (IJBTOB) (Vol. 1, Issue 3). https://ijbtob.org
Martin, M., & Nasib, N. (2021). The Effort to Increase Loyalty through Brand Image, Brand Trust, and Satisfaction as Intervening Variables. Society, 9(1), 277–288. https://doi.org/10.33019/society.v9i1.303
Massie, J., Saerang, R., Indriani Wola, M., Massie, J. D., & Saerang, R. T. (2021). THE EFFECT OF EXPERIENTIAL MARKETING AND e-WOM ON CUSTOMER LOYALTY (CASE STUDY: D-LINOW RESTAURANT). Jurnal EMBA, 9(1), 1264–1271.
Pérez-Morón, J., Madan, S., Yin Cheu, J., Mui Hung Kee, D., Chiy Cheong, L., Chin, R., Cheng, J., & Patricia Muñoz García, A. (2022). Effect of Service Quality and Customer Satisfaction on Customer Loyalty: A case study of Starbucks in Malaysia. International Journal of Tourism and Hospitality in Asia Pasific (IJTHAP), 5(1), 62–74. https://doi.org/10.32535/ijthap.v5i1.140
Purwianti, L., Niawati, ? 1, & Kunci, K. (2022). Analysis of e-WOM, Brand Attitude, Brand Image on Purchase Intention Abstrak. SEIKO?: Journal of Management & Business, 5(1), 2022–2356. https://doi.org/10.37531/sejaman.v5i1.1664
Saputro, E. P., & Seyaningrum, D. P. (2023). Maker. In Jurnal Manajemen Program Studi Manajemen STIE SULTAN AGUNG (Vol. 9, Issue 1). http://www.maker.ac.id/index.php/maker
Sekaran, U., & Bougie, R. (2016). pdf Research Methods For Business?: A Skill-Building Approach. In Sekaran dan Bougie (6th ed.). Alfabeta.
Seo, E. J., Park, J. W., & Choi, Y. J. (2020). The effect of social media usage characteristics on e-WOM, trust, and brand equity: Focusing on users of airline social media. Sustainability (Switzerland), 12(4). https://doi.org/10.3390/su12041691
Setyawan, A., Setyawan, A. A., & Kussudiyarsana, I. (2015). Brand Trust And Brand Loyalty, An Empirical Study In Indonesia Consumers. In British Journal of Marketing Studies (Vol. 4, Issue 3). https://www.researchgate.net/publication/303302646
Silas, G., Dung, G. P., & Bagobiri, E. (2022). Service Quality and Customer Loyalty: The Mediating Effect of Customer Brand Identification in the Nigerian Hospitality Industry. In International Journal of Marketing & Human Resource Research (Vol. 3, Issue 1).
Sudirman, A., Lie, D., & Butarbutar, M. (2019). Analysis of Mediation Effect Of Consumer Satisfaction On The Effect Of Service Quality, Price and Consumer Trust... Analysis of Mediation Effect Of Consumer Satisfaction On The Effect Of Service Quality, Price and Consumer Trust On Consumer Loyalty. INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH, 8, 8. www.ijstr.org
Wattoo, M. U., & Iqbal, S. M. J. (2022). Unhiding Nexus Between Service Quality, Customer Satisfaction, Complaints, and Loyalty in Online Shopping Environment in Pakistan. SAGE Open, 12(2). https://doi.org/10.1177/21582440221097920
Yusnara, R. I., & Soepatini, S. (2023). Utilitarian, hedonic, and social values on e-commerce customer loyalty: mediating role of customer satisfaction. Journal of Enterprise and Development (JED), 5(2), 2023.
Zierau, N., Bruhin, O., & Söllner, M. (2020). Towards Developing Trust-Supporting Design Features for AI-Based Chatbots in Customer Service. https://www.researchgate.net/publication/344453362
Published
2024-04-09
How to Cite
Titania, I., & Saputro, E. (2024). Pengaruh Online Trust, Online Satisfaction, dan Electronic Word of Mout terhadap Loyalitas Pelanggan pada Aplikasi Shopee. Manajemen & Bisnis Jurnal, 10(1), 38-56. https://doi.org/10.37303/embeji.v10i1.196
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