PENGARUH E-SERVICE QUALITY TERHADAP E-WORD OF MOUTH PADA SITUS BELANJA ONLINE TOKOPEDIA DENGAN E-CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI (Studi Pada Konsumen Tokopedia Indonesia)

Abstract

ABSTRACT

This research aims to determine the effect of e-service quality and e-customer satisfaction variables on the e-word of mouth variable of Tokopedia consumers both direct and indirect influences. This type of research is explanatory research which explains the causal relationship between variables through testing hypotheses. This study uses a sample of 200 respondents taken from the consumer population of Tokopedia by using a purposive sampling technique. Data analysis techniques use path analysis with SPSS version 20. The results of this study are the variable e-service quality has a direct influence on e-word of mouth. E-service quality variables also have a direct influence on e-customer satisfaction. Variable e-customer satisfaction has a direct influence on e-word of mouth. The e-customer satisfaction variable mediates the effect of the variable e-service quality on the e-word of mouth variable on consumers of Tokopedia Indonesia’s online shopping site.

Keywords: E-Service Quality, E-Customer Satisfaction, E-Word Of Mouth

ABSTRAK

Penelitian ini bertujuan untuk mengetahui pengaruh variabel e-service quality dan variabel e-customer satisfaction terhadap variabel e-word of mouth konsumen Tokopedia baik pengaruh secara langsung maupun tidak langsung. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antara variabel-variabel melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 200 responden yang diambil dari populasi konsumen Tokopedia dengan teknik purposive sampling. Teknik analisis data yang digunakan adalah analisis jalur (path analysis) dengan program SPSS versi 20. Hasil penelitian ini adalah variabel e-service quality mempunyai pengaruh secara langsung terhadap e-word of mouth. Variabel e-service quality juga mempunyai pengaruh secara langsung terhadap e-customer satisfaction. Variabel e-customer satisfaction mempunyai pengaruh secara langsung terhadap e-word of mouth. Variabel e-customer satisfaction memediasi pengaruh variabel e-service quality terhadap variabel e-word of mouth pada konsumen situs belanja online Tokopedia Indonesia.

Kata Kunci: E-Service Quality, E-Customer Satisfaction, E-Word Of Mouth