Pengaruh e-Service Quality, Reputation, e-Trust, e-Satisfaction terhadap e-Customer Loyalty

Abstract

Artikel ini ditulis berdasarkan hasil penelitian yang dilakukan pada awal pertumbuhan e-banking di Indonesia, dengan memfokuskan pada salah satu bank swasta nasional, PT Bank Cetral Asia Tbk. Tujuan penelitian menjelaskan pengaruh kualitas layanan elektronik (e-service quality) terhadap kepuasan elektronik(e-satisfaction) dan kepercayaan elektronik (e-trust), reputasi (reputation) terhadap kepercayaan elektronik (e-trust), kepuasan elektronik (e-satisfaction) terhadap loyalitas pelanggan elektronik (e-customer loyalty) dan kepercayaan elektronik e-trust terhadap loyalitas pelanggan elektronik (e-customer loyalty). Penelitian menggunakan metode survei dengan menyebarkan kuesioner secara online. Sampel dipilih dari populasi nasabah Bank BCA yang menggunakan aplikasi m-BCA yang ditarik dengan menggunakan non probability sampling kemudian data diolah menggunakan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa kepuasan elektronik berpengaruh positif dan signifikan terhadap loyalitas pelanggan elektronik. Kepercayaan elektronik berpengaruh positif dan signifikan terhadap loyalitas pelanggan elektronik. Kepuasan elektronik tidak berpengaruh terhadap kepercayaan elektronik. Kualitas layanan elektronik berpengaruh positif dan signifikan terhadap kepuasan elektronik. Reputasi tidak berpengaruh terhadap kepercayaan elektronik.

Keywords
  • e-Customer loyalty;
  • Reputation
  • e-Satisfaction
  • e-Service quality
  • e-Trust
How to Cite
Novianti, A. H. (2024). Pengaruh e-Service Quality, Reputation, e-Trust, e-Satisfaction terhadap e-Customer Loyalty. Jurnal ISIP: Jurnal Ilmu Sosial Dan Ilmu Politik, 20(2). https://doi.org/10.36451/jisip.v20i2.91
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