PENGARUH ELECTRONIC SERVICE QUALITY TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (Studi Pada Pelanggan Traveloka)

Abstract

This study aims is to determine the effect of Electronic Service Quality on Customer Loyalty
through Customer Satisfaction as a mediating variable on Traveloka Customer. This
explanatory research explains the causal relationship between its variables through hypothesis
testing. The sample of this research were selected using non-probability sampling technique
with purposive sampling methods. This research examines responses from 251 respondents who
have used Traveloka more than twice and aged over 18 years. The research instrument test
included outer model test, inner model test, hypothesis test, and sobel test. The direct hypothesis
test using t-test while the indirect hypothesis test use the sobel test, and the data were analyzed
using Partial Least Square in Smart PLS 3.0 software. The result of this research shows that the
electronic service quality significantly affect the customer satisfaction, customer satisfaction
significantly affect the customer loyalty, and electronic service quality significantly affect the
customer loyalty. While for indirect influence of electronic service quality to customer loyalty
through customer satisfaction showed significant result. This result means that customer
satisfaction has a significant influence in bridging electronic service quality to customer loyalty.
Keywords: Electronic Service Quality, Customer Satisfaction, Customer Loyalty,
Traveloka