Pengaruh E-Service Quality dan Price terhadap Customer Trust Serta Dampaknya pada E-Loyalty (Studi pada GrabFood)
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Abstract
Penelitian ini bertujuan untuk menguji model penelitian yang diharapkan memperoleh hasil dari pengaruh E-Service Quality dan Price terhadap Customer Trust serta dampaknya pada E-Loyalty. Data responden yang diperoleh dari hasil sebaran kuesioner kepada pengguna layanan GrabFood secara online melalui platform Qualtrics XM kepada 150 responden selama bulan September 2022. Pada penelitian ini dilakukan 5 pengujian terhadap hipotesis berdasarkan indikator variabel yang disusun dengan menggunakan analisis SEM PLS (partial least square) dengan metode SmartPLS. Pengujian ini terdiri dari outer model, inner model, dan pengujian hipotesis. Pengujian hipotesis yang menunjukan adanya hubungan berpengaruh langsung secara positif dan signifikan antara lain H1: E-Service Quality berpengaruh positif dan signifikan terhadap E-Loyalty, H2: E-Service Quality berpengaruh positif dan signifikan terhadap Customer Trust, H3: Price berpengaruh positif dan signifikan terhadap E-Loyalty, H4:Price berpengaruh positif dan signifikan terhadap Customer Trust, dan H5: Customer Trust berpengaruh positif dan signifikan terhadap E-Loyalty. Penelitian ini diharapkan dapat memberikan implikasi yang baik secara teoritis maupun pada penelitian selanjutnya. Selain itu, implikasi penelitian ini juga dapat menjadi masukan bagi perusahaan untuk merancang program E-Loyalty yang mengintegrasikan E-Service Quality, Price dan Customer Trust. Hal ini penting karena hubungan antara E-Loyalty dengan E-Service Quality dan Price dimediasi oleh Customer Trust.
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