ABSTRAK
PHILIA FEBRIASARI. NIM 2020116030. Pengaruh E-Service Quality Terhadap
E-Customer Loyalty Shopee Indonesia. Dibawah bimbingan Ibu Kania Ratnasari,
ST, MIB.
Berdasarkan survei yang telah dilakukan oleh iPrice Q2 2022, Peta e-commerce
Indonesia menunjukkan bahwa Shopee menempati urutan pertama dalam
peringkat AppStore dan PlayStore. Menunjukkan bahwa e-commerce shopee
menjadi populer karena memiliki banyak pengikut di Instagram dan mengikuti
urutan pertama. Yayasan Lembaga Konsumen Indonesia (YLKI) menerima
pengaduan dari pelanggan pada tahun 2011, ada 93% atau 8.949 penganduan
berasal dari e-commerce, dan shopee menerima 4.444 pengaduan dari pelanggan
sebesar 14,7%. Penelitian ini betujuan untuk mengetahui hasil dari analisis
tanggapan responden mengenai e-service quality shopee Indonesia, kepuasan
pelanggan, dan pengaruh e-service quality shopee terhadap e-customer loyaty.
Penelitian ini menggunakan metode deskriptif kuantitatif. Sampel dalam
penelitian ini berjumlah 100 responden denggan menggunakan teknik non-
probability sampling dengan jenis purposive sampling. Metode pengumpulan data
yang digunakan adalah kuesioner melalui google form dan skala yang digunakan
adalah skala likert. Analisis data yang digunakan adalah analisis deskriptif,
analisis linear sederhana, uji hipotesis (uji t) dan koefisien determinasi.
Berdasarkan hasil penelitian dapat disimpulkan bahwa pengaruh e-service quality
memiliki pengaruh positif dan signifikan terhadap tanggapan responden shopee
Indonesia, kepuasan pelanggan memiliki pengaruh positif dan signifikan terhadap
e-customer loyalty shopee Indonesia, serta e-service quality memilikipengaruh
positif dan signifikan terhadap e-customer loyalty secara simultan. Besarnya
pengaruh e-service quality dan e-customer loyalty sebanyak 57,9% dan dalam
penelitian selanjutnya, perlu untuk mejelajahi faktor-faktor yang menyumbang
42,1% dari variasi yang tidak dijelaskan oleh e-service quality dan e-customer
loyalty.
Kata Kunci : E-Service Quality,E-Customer Loyalty,Kepuasan Pelanggan
ABSTRACTS
PHILIA FEBRIASARI. NIM 2020116030. The Effect of E-Service Quality on
Shopee Indonesia's E-Customer Loyalty. Under the guidance of Mrs. Kania
Ratnasari, ST, MIB.
Based on a survey conducted by iPrice Q2 2022, Indonesia's e-commerce map
shows that Shopee ranks first in the AppStore and PlayStore rankings. Shows that
shopee e-commerce became popular because it has a lot of followers on Instagram
and follows the first order. The Indonesian Consumer Foundation (YLKI)
received complaints from customers in 2011, there were 93% or 8,949 complaints
from e-commerce, and shopee received 4,444 complaints from customers
amounting to 14.7%. This study aims to determine the results of the analysis of
respondents' responses regarding shopee Indonesia's e-service quality, customer
satisfaction, and the influence of shopee's e-service quality on e-customer loyaty.
This study used quantitative descriptive method. The sample in this study
amounted to 100 respondents using non-probability sampling techniques with
purposive sampling types. The data collection method used is a questionnaire
through google form and the scale used is the Likert scale. The data analysis used
is descriptive analysis, simple linear analysis, hypothesis test (t test) and
coefficient of determination. Based on the results of the study, it can be concluded
that the influence of e-service quality has a positive and significant influence on
the responses of shopee Indonesia respondents, customer satisfaction has a
positive and significant influence on shopee Indonesia's e-customer loyalty, and
e-service quality has a positive and significant influence on e-customer loyalty
simultaneously. The magnitude of the influence of e-service quality and e-
customer loyalty was 57.9% and in future research, it is necessary to explore the
factors that account for 42.1% of the variation not explained by e-service quality
and e-customer loyalty.
Keywords : E-Service Quality,E-Customer Loyalty,Customer Satisfaction
