Pengaruh E-Service Quality, Kesadaran Merek, Kepercayaan, Word Of Mouth, Dan Kepuasan Terhadap Loyalitas Pelanggan Pada Tiktok Shop (Studi Pada Pelanggan Tiktok Shop)

Murhadi, Werner Ria and Reski, Eva Cahaya (2022) Pengaruh E-Service Quality, Kesadaran Merek, Kepercayaan, Word Of Mouth, Dan Kepuasan Terhadap Loyalitas Pelanggan Pada Tiktok Shop (Studi Pada Pelanggan Tiktok Shop). Jurnal Ilimiah Bisnis dan Ekonomi Asia, 16 (2). pp. 229-240. ISSN 0126-1258; e-ISSN: 2620-875X

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Abstract

This study aims to analyze e-service quality, brand awareness, trust, word of mouth, and satisfaction with customer loyalty at TikTok shops (study on TikTok shop customers). Data were collected through a survey with 151 respondents. The study used primary data obtained from the distribution of online questionnaires. The respondents are Indonesian people who have made purchases on the TikTok Shop application. Non-probability sampling was used for sampling. This research uses a structural equation modeling approach. In this study, it was found that there is a positive influence between E-service Quality and customer trust. The study also found that E-service Quality had a positive effect on customer satisfaction and a positive effect on Brand Awareness on customer trust. Other findings are that there is a positive influence on Brand Awareness on customer satisfaction, and the results also found a positive influence on customer satisfaction on customer loyalty. Meanwhile, Word of Mouth's effect on customer trust was not found, and there was no significant effect between customer trust and customer loyalty. Penelitian ini bertujuan untuk menganalisis pengaruh e-service quality, kesadaran merek, kepercayaan, “word of mouth”, dan kepuasan terhadap loyalitas pelanggan pada TikTok shop (studi pada pelanggan TikTok shop). Data dikumpulkan melalui survei dengan 151 responden. Penelitian menggunakan data primer yang didapat dari penyebaran kuesioner secara online. Adapun yang menjadi responden adalah masyarakat Indonesia yang pernah melakukan pembelian pada aplikasi TikTok Shop. Non-probability sampling digunakan untuk pengambilan sampel. Penelitian ini adalah menggunakan pendekatan structural equation modeling. Dalam penelitian ini ditemukan bahwa terdapat pengaruh positif antara E-service Quality dan kepercayaan pelanggan. Penelitian juga menemukan bahwa E-service Quality berpengaruh positif terhadap kepuasan pelanggan, pengaruh positif Brand Awareness terhadap, kepercayaan pelanggan, pengaruh positif Brand Awareness terhadap kepuasan pelanggan, dan ditemukan juga hasil pengaruh positif kepuasan pelanggan terhadap loyalitas pelanggan. Sementara itu, tidak ditemukan hasil pengaruh Word of Mouth terhadap kepercayaan pelanggan, dan tidak terdapat pengaruh signifikan antara kepercayaan pelanggan terhadap loyalitas pelanggan.

Item Type:	Article
Uncontrolled Keywords:	E-Service Quality, Kesadaran Merek, Kepercayaan, Word Of Mouth, Kepuasan Pelanggan
Subjects:	Q Science > Q Science (General) Q Science > QA Mathematics
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	EVA CAHAYA RESKI
Date Deposited:	04 Aug 2022 04:39
Last Modified:	15 Aug 2022 05:15
URI:	http://repository.ubaya.ac.id/id/eprint/42028

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