PENGARUH KUALITAS PELAYANAN ONLINE DAN KEPERCAYAAN ONLINE TERHADAP LOYALITAS PELANGGAN ONLINE
Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh baik secara parsial maupun secara simultan antara Kualitas pelayanan online atau E-Service Quality (X1) dan kepercayaan online atau E-Trust (X2) terhadap loyalitas konsumen online atau E-Customer Loyalty (Y). Penelitian ini termasuk jenis penelitian kausalitas yang bertujuan untuk menguji hubungan kausalitas. Populasi penelitian dibatasi pada konsumen online yang telah memberikan Testimoni pasca berbelanja pada interval Februari sampai April 2018. Pengambilan sampel secara purpose non random sampling yang dibatasi 40 orang sampel penelitian, namun hanya 34 orang sampel yang mengisi kuesioner secara lengkap. Teknik Analisis Data meliputi Uji Validitas,Reliabilitas, Normalitas, korelasi parsial, korelasi simultan, KD, uji regresi, uji t, dan uji F dengan SPSS for Windows 22. Service Quality (X1) berpengaruh positif secara signifikan terhadap E-Customer Loyalty (Y) adapun korelasi keduanya pada koefisien 0,910 menunjukkan korelasi positif pada kategori sangat kuat dengan KD 82,2%. Nilai koefisien regresi E-Service Quality (X1) terhadap E-Customer Loyalty (Y) adalah sebesar 0,637. E-Trust (X2) berpengaruh positif secara signifikan terhadap terhadap E-Customer Loyalty (Y) adapun korelasi keduanya pada koefisien korelasi sebesar 0,845 menunjukkan korelasi positif pada kategori sangat kuat dengan KD sebesar 71,4% adapun Nilai koefisien regresi E-Trust (X2) terhadap E-Customer Loyalty (Y) adalah sebesar 0,516. Secara simultan E-Service Quality (X1) dan E-Trust (X2) berpengaruh signifikan terhadap E-Customer Loyalty (Y) dengan kontribusi pengaruh kedua variable tersebut sebesar R sebesar 0,935 atau R Square sebesar 87,4% terhadap E-Customer Loyalty (Y).
Kata Kunci: kualitas pelayanan online, kepercayaan online, loyalitas pelanggan online
EFFECT OF E-SERVICE QUALITY AND E-TRUST ON E-CUSTOMER LOYALTY
Abstract
This study aims to find out and analyze the influence both partially and simultaneously between E-Service Quality (X1) and E-Trust (X2) on E- Costomer Loyalty (Y). This research is a type of causality research which aims to examine causality relationships. The study population is limited to online consumers who have provided post-shopping testimonials at intervals from February to April 2018. Purpose-random sampling is limited to 40 people sampled, but only 34 samples complete the questionnaire. Data Analysis Techniques include Test Validity, Reliability, Normality, partial correlation, simultaneous correlation, KD, regression test, t test, and F test with SPSS for Windows 22. E-Service Quality (X1) has a significant positive effect on E-Customer Loyalty (Y) while the correlation between the two coefficients of 0.910 shows a positive correlation in the very strong category with KD 82.2%. The regression coefficient value of E-Service Quality (X1) on E-Customer Loyalty (Y) is 0.637. E-Trust (X2) has a significant positive effect on E-Customer Loyalty (Y) while the correlation between the two on the correlation coefficient of 0.845 shows a positive correlation in the very strong category with Coefficient Determination of 71.4% as for the E-Trust regression coefficient (X2) against E-Customer Loyalty (Y) is 0.516. Simultaneously E-Service Quality (X1) and E-Trust (X2) have a significant effect on E-Customer Loyalty (Y) with the contribution of the influence of the two variables amounting to R of 0.935 or R Square of 87.4% of E-Customer Loyalty (Y).
Key Words: E-Service Quality, E-Trust, E- Customer Loyalty
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DOI: http://dx.doi.org/10.33370/prc.v3i0.443
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