PENGARUH E-SERVICE QUALITY TERHADAP PERCEIVED VALUE DAN E-CUSTOMER SATISFACTION (Survei pada Pelanggan Go-Ride yang Menggunakan Mobile Application Go-Jek di Kota Malang)

Abstract

The purpose of this study was to (1) identify and explain the influence of E-Service Quality on Perceived Value (2) to know and explain the influence of E-Service Quality on E-Customer Satisfaction (3) to know and explain the influence of Perceived Value on E-Customer Satisfaction. The type of research used in this research was explanatory with quantitative approach. The research variables were E-Service Quality, Perceived Value, and E-Customer Satisfaction. The population in this research were customers with minimum age of 17 years who resided in Malang City and had used and ordered Go-Ride service in Malang area at least once and using personal accout on mobile application. The sample used in this research was 116 respondents taken by using purposive sampling and data collection methods using a questionnaire. Data analysis used was descriptive statistical analysis and path analysis. The data in this study was processed using SPSS 24 for Windows.The result of path analysis showed that E-Service Quality (X) had a significant effect on Perceived Value (Y₁),  E-Service Quality (X) had significant effect on E-Customer Satisfaction (Y₂), Perceived Value (Y₁) had significant effect on E-Customer Satisfaction (Y₂).

Kеywords: E-Service Quality, Perceived Value, E-Customer Satisfaction

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Penelitian ini bertujuan untuk (1) mengetahui dan menjelaskan pengaruh E-Service Quality terhadap Perceived Value (2) mengetahui dan menjelaskan pengaruh E-Service Quality terhadap E-Customer Satisfaction (3) mengetahui dan menjelaskan  pengaruh Perceived Value terhadap E-Customer Satisfaction. Jenis penelitian yang digunakan adalah explanatory dengan pendekatan kuantitatif. Variabel penelitian ini meliputi E-Service Quality, Perceived Value dan E-Customer Satisfaction. Populasi dalam penelitian ini adalah  pelanggan dengan usia minimal 17 tahun yang berdomisili Kota Malang dan telah menggunakan serta memesan layanan Go-Ride di wilayah Kota Malang minimal satu kali dan menggunakan account pribadinya pada mobile application. Sampel yang digunakan dalam penelitian ini sebanyak 116 responden yang diambil dengan menggunakan purposive sampling dan metode pengumpulan data menggunakan angket atau kuesioner. Analisis data yang digunakan adalah analisis statistik deskriptif dan analisis jalur (path analysis). Data pada penelitian ini diolah menggunakan SPSS 24 for Windows. Hasil analisis jalur (path analysis) menunjukkan bahwa E-Service Quality (X) berpengaruh signifikan terhadap Perceived Value (Y₁), E-Service Quality (X) berpengaruh signifikan terhadap E-Customer Satisfaction (Y₂), Perceived Value (Y₁) berpengaruh signifikan terhadap E-Customer Satisfaction (Y₂).

Kata Kunci: E-Service Quality, Perceived Value, E-Customer Satisfaction