MODEL PENINGKATAN CUSTOMER LOYALTY MELALUI E-SERVICE QUALITY, PEER RECOMMENDATIONS, DAN TRUST ONLINE SHOP FASHION

Muhammad Razzan Hizrianto, Ken Sudarti

Abstract


Penelitian ini bertujuan untuk menganalisis bagaimana cara meningkatkan customer loyalty melalui e-service quality, peer recommendations dan trust pada studi kasus online shop fashion. Metode pengambilan sampel yang digunakan dalam penelitian adalah nonprobability sampling dengan tekning convenience sampling. Data yang digunakan adalah data primer sebanyak 227 responden konsumen yang pernah membeli produk fashion di online shop. Metode analisis yang digunakan adalah teknik analisis regresi yang menggunakan aplikasi IBM SPSS 26 dan SmartPLS4 Regression. Hasil penelitian ini menunjukkan bahwa eservice quality berpengaruh terhadap trust, sedangkan peer recommendations tidak berpengaruh terhadap trust. Selain itu trust berpengaruh terhadap ewom intention, dan yang terakhir trust dan ewom intention berpengaruh terhadap customer loyalty. Penelitian ini diharapkan dapat bermanfaat bagi ilmu pengetahuan manajemen pemasaran dan secara praktis juga bermanfaat guna meningkatkan kinerja pelaku usaha online shop produk fashion.

Kata Kunci : e-service quality, peer recommendations, trust, e-wom intention, customer loyalty.


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References


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