THE INFLUENCE OF ELECTRONIC SERVICE QUALITY ON CUSTOMER SATISFACTION WITH BRAND TRUST AS A MODERATING VARIABLE

Apay Safari, Anti Riyanti, Uus Mohammad Darul Fadli

Abstract


In line with the comprehensive explanation above, there are four actors that can influence customer satisfaction, namely product quality, price, service quality and emotionality. Of the four factors above, researchers believe that the Service Quality factor can influence Customer Satisfaction more significantly than the other three. Different from other research, what is meant by Service Quality in this research is electronic Service Quality. Apart from that, this research also added the Brand Trust variable as a moderating variable. This research is a quantitative research with a descriptive approach, namely research that has been used as a fundamental reference in previous studies to find new variations in the research being conducted, namely related to the influence of Electronic Service Quality on Employee Job Satisfaction with Brand Trus as a moderating variable. This research collected data using a questionnaire method which was distributed online to 400 Bank Bukopin employees spread throughout Indonesia. We can also say that this data is primary data. In using the SmartPLS 4.0 analysis tool and using primary data, the stages that must be passed are validity testing, reliability testing and path coefficients. This data was collected and analyzed using the smart PLS 4.0 analysis tool. The result in this article show that Electronic Service Quality can have a positive relationship and a significant influence on Consumer Satisfaction because the P-Values value is positive and is below the 0.05 significance level, namely 0.002. Apart from the first row of the second table, the third row of the third table is also the second hypothesis in this research showing that the Brand Trust variable can moderate the influence of the Electronic Service Quality variable on the Consumer Satisfaction variable because the P-Values value is positive and is below the 0.05 significance level, namely 0.000. Thus the results of the first and second hypotheses in this research can be proven and accepted.
Keywords : Electronic Service Quality, Customer Satisfaction Brand Trust

References


Ahmad Afan Zain. (2022). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Konsumen. Al-Maqashid: Journal of Economics and Islamic Business, 2(2), 47–54. https://doi.org/10.55352/maqashid.v2i2.269

Akoum, I. F. (2008). Globalization, growth, and poverty: the missing link. International Journal of Social Economics, 35(4), 226–238.

Aprileny, I., Imalia, I., & Emarawati, J. A. (2020). Pengaruh Harga, Fasilitas Dan Lokasi Terhadap Keputusan Pembelian. Ikraith Ekonomika, 4(3), 243–252. http://repository.stei.ac.id/id/eprint/2409

Ayaumi, R. S., & Komariah, N. S. (2021). Pengaruh Customer Experience Dan Trust Terhadap Minat Beli Ulang Layanan Pesan Antar Gofood Saat Pandemi Covid-19 Pada Generasi Z. Jurnal Ilmiah Manajemen Ubhara, 3(2), 181. https://doi.org/10.31599/jmu.v3i2.940

GEA STEPHANI. (2020). Pengaruh Customer Experience terhadap Minat Beli Ulang. E-Proceedings of Applied Science, 6(1), 30–36. https://openlibrarypublications.telkomuniversity.ac.id/index.php/appliedscience/article/view/11505

Ghozali, I. (2016). Aplikasi analisis multivariete dengan program (IBM. SPSS). Univrsitas Dipenogoro.

Hair. (2010). Multivariate Data analysis, Seventh Editions. New Jersey.

Handayani, S. L., & Syarifudin, A. (2022). Pengaruh Kualitas Layanan, Harga Dan Relationship Marketing Terhadap Kepuasan Konsumen Pada Layanan Transportasi Gojek. Jurnal Dimensi, 11(2), 298–313. https://doi.org/10.33373/dms.v11i2.4115

Hidayati, N. (2016). Pengaruh Kepuasan Kerja Dan Stres Kerja Terhadap Turnover Intentions Karyawan Bag. Eksis, 4(1), 9.

Keller, P. K. (2016). Marketing Managemen (I. Pearson Education (ed.). Pearson Education Limited.

Kotler, P. (2008). Prinsip-prinsip Pemasaran. Diterjemahankan oleh Bob Sabran. ed. 12 jd. 1. Erlangga.

Kotler, P. T. (2017). Manajemen pemasaran. Jilid IIEdisi Ketiga Belas.B. Sabran (Trans.). Erlangga.

Lauren, J. (2017). Pengaruh Kompensasi Dan Komitmen Organisasional Terhadap Turnover Intention Dengan Kepuasan Kerja Sebagai Variabel Mediasi Pada Karyawan. Agora, 5(1), 56858.

Lupiyoadi. (2014). Manajemen Pemasaran Jasa. Salemba Empat.

Nurhadi, A., Budiyanto, A., & Murtiyoko, H. (2022). Kualitas Layanan Elektronik: Suatu Tinjauan Literatur. Jurnal Pemasaran Kompetitif, 5(3), 308. https://doi.org/10.32493/jpkpk.v5i3.19930

Parasuraman. (2005). E-S-QUAL A Multiple-Item Scale for Assesing Electronic Service Quality. Journal of Service Research, 7(10), 1–21.

Pranitasari, D., & Sidqi, A. N. (2021). Analisis Kepuasan Pelanggan Elektronik Shopee menggunakan Metode E-Service Quality dan Kartesius. Jurnal Akuntansi Dan Manajemen, 18(02), 12–31. https://doi.org/10.36406/jam.v18i02.438

Putri, A. A. (2019). Pengaruh Trust Dan Brand Image Pada Minat Pembelian Ulang Dalam Belanja Online Di Shopee. PROGRAM STUDI MANAJEMEN FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS MUHAMMADIYAH SURAKARTA, 1(1), 23. http://eprints.ums.ac.id/id/eprint/77264

Rahmawati, P. (2023). Pengaruh Variasi Produk ... Jurnal Ilmu Manajemen, 3(1), 89–98.

Safitri, A. N. (2021). Pengaruh Brand Image, Persepsi Harga Dan Kualitas Layanan Terhadap Minat Beli Ulang Pada Lazada. Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 1(1), 1–9. https://doi.org/10.37631/e-bisma.v0i0.212

Sarstedt, M., M. Ringle, C., Smith, D., Reams, R., & Hair Jr, J. F. (2014). Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers. Journal of Family Business Strategy, 5(1), 105–115.

Sinaga, O., Irianto, H., & Widiyanti, E. (2017). Menurut Hasan, WoM merupakan sebuah sanjungan, atau saran yang positif, komentar atau testimonial pelanggan seputar pengalaman pribadi mereka atas layanan jasa serta produk yang memengaruhi sebuah keputusan pembelinya atau perilaku pembelian mereka (Hasan. AGRISTA, 5(1), 79–88.

Sinollah, S., & Masruroh, M. (2019). PENGUKURAN KUALITAS PELAYANAN (Servqual – Parasuraman) DALAM MEMBENTUK KEPUASAN PELANGGAN SEHINGGA TERCIPTA LOYALITAS PELANGGAN. DIALEKTIKA : Jurnal Ekonomi Dan Ilmu Sosial, 4(1), 45–64. https://doi.org/10.36636/dialektika.v4i1.285

Supriyanto, A. S. (2013). Role of Procedural Justice, Organization Commitment and Job Satisfaction on Job Performance: The Mediating Effects of Organizational Citizenship Behaviour. Journal of Business and Mangement, 8(15), 57–67.

Tjiptono, F. (2008). Service Management Mewujudkan Layanan Prima. Journal of Theoretical and Applied Electronic Commerce Research, 14(2), 23.

Tjiptono, F. (2016a). Pemasaran Esensi dan Aplikasi Edisi satu. Andy Offset.

Tjiptono, F. (2016b). Service, Quality and satifactions. Andi Offset.

Voss. (2003). Rethinking paradigms of service: Service in a virtual environment. International Journal of Operations & Production Management, 23(1), 88.

Wiyata et al. (2020). Pengaruh Customer Experience , Ease of Use , Dan Customer Trust Terhadap Repurchase Intention Konsumen Situs Jual Beli. Manajemen Bisnis, 3(April), 11–21.




DOI: http://dx.doi.org/10.29040/jie.v8i2.12824

Refbacks

  • There are currently no refbacks.