PENGARUH E-SERVICE QUALITY DAN E-TRUST TERHADAP E-LOYALTY YANG DIMEDIASI OLEH E-SATISFACTION PADA PENGGUNA TIKTOK SHOP
DOI:
https://doi.org/10.22437/jmk.v14i03.42141Abstract
Penelitian ini bertujuan untuk mengatahui pengaruh e-service quality dan e-trust terhadap e-loyalty yang dimediasi oleh e-satisfaction pada pengguna TikTok Shop. Penelitian ini menggunakan metode kuantitatif. Teknik pengambilan sampel yang digunakan adalah nonprobability sampling dan jenis sampling yaitu purposive sampling dengan jumlah sampel sebanyak 104 responden. Teknik pengumpulan data menggunakan kuesioner yang disebarkan dalam bentuk google form kepada responden yang melakukan pembelian minimal 2 kali di TikTok Shop dan diolah dengan aplikasi SPSS. Pengujian data meliputi uji kualitas data, uji asumsi klasik, analisis linier berganda, uji hipotesis, dan uji sobel. Hasil penelitian menunjukkan bahwa e-service quality berpengaruh positif dan signifikan terhadap e-satisfaction, e-trust tidak berpengaruh terhadap e-satisfaction, e-service quality berpengaruh positif dan signifikan terhadap e-loyalty, e-trust berpengaruh positif dan signifikan terhadap e-loyalty, dan e-satisfaction berpengaruh positif dan signifikan terhadap e-loyalty.
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