Faktor-faktor yang mempengaruhi e-loyalty pelanggan  pada e-commerce di Kota Padang Sumatera Barat

Vicky Brama Kumbara; Nandan Limakrisna; Yulasmi Yulasmi

doi:10.29210/020232704

Faktor-faktor yang mempengaruhi e-loyalty pelanggan pada e-commerce di Kota Padang Sumatera Barat

Vicky Brama Kumbara

⁽¹⁾, Nandan Limakrisna ⁽²⁾, Yulasmi Yulasmi ⁽³⁾,
(1) Universitas Putra Indonesia YPTK Padang

Indonesia
(2) Universitas Persada Indonesia Y.A.I

Indonesia
(3) Universitas Putra Indonesia YPTK Padang

Indonesia

Corresponding Author

DOI : https://doi.org/10.29210/020232704

Full Text:

Language : en

Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi e-loyalty pelanggan pada e-commerce di Kota Padang dengan menggunakan variable e-service quality, brand image, preferensi konsumen, e-trust konsumen, dan I konsumen. Populasi dalam penelitian ini adalah seluruh pengguna Tokopedia dan sampel yang digunakan adalah pengguna Tokopedia yang sudah berbelanja lebih dari satu kali dengan jumlah 224 responden. Data dikumpulkan melalui penyebaran kuesioner secara online dan pengolahan data dilakukan menggunakan software SmartPLS versi 3.2. Hasil pengujian dalam penelitian ini adalah e-service quality dan brand image berpengaruh signifikan terhadap preferensi konsumen dan e-trust. E-service quality dan preferensi konsumen berpengaruh signifikan terhadap e-loyalty. Sedangkan brand image dan e-trust tidak berpengaruh terhadap e-loyalty. Preferensi konsumen mampu memediasi e-service quality maupun brand image terhadap e-loyalty, sedangkan e-trust tidak mampu memediasi e-service quality dan brand image terhadap e-loyalty. o-hansi-font-family:Calibri; mso-ansi-language:EN-US;}div.WordSection1 {page:WordSection1;}

Keywords

E-service quality; Brand image; Preferensi konsumen; E-trust; E-loyalty

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