The influence of e-service quality, trust, brand image on Shopee customer satisfaction and loyalty
Purpose: This research's main objective is to determine the relationship among e-service quality, trust, and brand image to customer loyalty. Customer satisfaction was a mediator which focused on Shopee customers in Yogyakarta. Design/methodology/approach: The research respondents consisted o...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Universitas Islam Indonesia
2021-06-01
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| Series: | Jurnal Siasat Bisnis |
| Subjects: | |
| Online Access: | https://journal.uii.ac.id/JSB/article/view/18357 |
| _version_ | 1811255007749603328 |
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| author | Dola Fitritha Raras Handayani Retno Widowati PA Nuryakin Nuryakin |
| author_facet | Dola Fitritha Raras Handayani Retno Widowati PA Nuryakin Nuryakin |
| author_sort | Dola Fitritha Raras Handayani |
| collection | DOAJ |
| description |
Purpose: This research's main objective is to determine the relationship among e-service quality, trust, and brand image to customer loyalty. Customer satisfaction was a mediator which focused on Shopee customers in Yogyakarta.
Design/methodology/approach: The research respondents consisted of 245 customers. The reliability and validity tests were conducted. The collected data were analyzed using the SEM AMOS method.
Findings: The research results showed that: 1) e-service quality had a positive and significant influence on customer loyalty; 2) trust had a positive and significant influence on customer loyalty; 3) brand image had a positive and significant influence on customer satisfaction; 4) e-service quality had a positive and significant influence on customer loyalty; 5) customer trust had a positive and significant influence on customer loyalty; 6) brand image had a positive and significant influence on customer loyalty; 7) customer satisfaction had a positive and significant influence on customer loyalty; 8) e-service quality had a direct influence on customer loyalty without customer satisfaction as a mediator; 9) trust had a direct influence on customer loyalty without customer satisfaction as a mediator; 10) brand image had a direct influence on customer loyalty without customer satisfaction as a mediator.
Research limitation/implications: The research sample was Shopee customers in the Special Region of Yogyakarta. There had not been an analysis of other factors that influence customer satisfaction and loyalty, such as social risk and time risk.
Practical implications: Future research should expand the research sample to Shopee customers outside of Yogyakarta Special Region. For further research, it is recommended to modify the proposed model so that the goodness of fit criteria obtained will be fulfilled by the good criteria.
Originality/value: In the context of customer satisfaction and loyalty, this research had offered an empirical research model on the relationship among e-service quality, trust, brand image, customer satisfaction and customer loyalty on Shopee customers outside of Yogyakarta Special Region. The use of satisfaction had mediating influence of e-service quality, trust, brand image on customer loyalty.
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| first_indexed | 2024-04-12T17:16:15Z |
| format | Article |
| id | doaj.art-bd03489d9ade43b2adf3fa85d2b49fc1 |
| institution | Directory Open Access Journal |
| issn | 0853-7666 2528-7001 |
| language | English |
| last_indexed | 2024-04-12T17:16:15Z |
| publishDate | 2021-06-01 |
| publisher | Universitas Islam Indonesia |
| record_format | Article |
| series | Jurnal Siasat Bisnis |
| spelling | doaj.art-bd03489d9ade43b2adf3fa85d2b49fc12022-12-22T03:23:38ZengUniversitas Islam IndonesiaJurnal Siasat Bisnis0853-76662528-70012021-06-0125210674The influence of e-service quality, trust, brand image on Shopee customer satisfaction and loyaltyDola Fitritha Raras Handayani0Retno Widowati PA1Nuryakin Nuryakin2Magister Management, Universitas Muhammadiyah Yogyakarta, Yogyakarta, IndonesiaMagister Management, Universitas Muhammadiyah Yogyakarta, Yogyakarta, IndonesiaMagister Management, Universitas Muhammadiyah Yogyakarta, Yogyakarta, Indonesia Purpose: This research's main objective is to determine the relationship among e-service quality, trust, and brand image to customer loyalty. Customer satisfaction was a mediator which focused on Shopee customers in Yogyakarta. Design/methodology/approach: The research respondents consisted of 245 customers. The reliability and validity tests were conducted. The collected data were analyzed using the SEM AMOS method. Findings: The research results showed that: 1) e-service quality had a positive and significant influence on customer loyalty; 2) trust had a positive and significant influence on customer loyalty; 3) brand image had a positive and significant influence on customer satisfaction; 4) e-service quality had a positive and significant influence on customer loyalty; 5) customer trust had a positive and significant influence on customer loyalty; 6) brand image had a positive and significant influence on customer loyalty; 7) customer satisfaction had a positive and significant influence on customer loyalty; 8) e-service quality had a direct influence on customer loyalty without customer satisfaction as a mediator; 9) trust had a direct influence on customer loyalty without customer satisfaction as a mediator; 10) brand image had a direct influence on customer loyalty without customer satisfaction as a mediator. Research limitation/implications: The research sample was Shopee customers in the Special Region of Yogyakarta. There had not been an analysis of other factors that influence customer satisfaction and loyalty, such as social risk and time risk. Practical implications: Future research should expand the research sample to Shopee customers outside of Yogyakarta Special Region. For further research, it is recommended to modify the proposed model so that the goodness of fit criteria obtained will be fulfilled by the good criteria. Originality/value: In the context of customer satisfaction and loyalty, this research had offered an empirical research model on the relationship among e-service quality, trust, brand image, customer satisfaction and customer loyalty on Shopee customers outside of Yogyakarta Special Region. The use of satisfaction had mediating influence of e-service quality, trust, brand image on customer loyalty. https://journal.uii.ac.id/JSB/article/view/18357e-service qualitytrustbrand imagecustomer satisfactioncustomer loyalty |
| spellingShingle | Dola Fitritha Raras Handayani Retno Widowati PA Nuryakin Nuryakin The influence of e-service quality, trust, brand image on Shopee customer satisfaction and loyalty Jurnal Siasat Bisnis e-service quality trust brand image customer satisfaction customer loyalty |
| title | The influence of e-service quality, trust, brand image on Shopee customer satisfaction and loyalty |
| title_full | The influence of e-service quality, trust, brand image on Shopee customer satisfaction and loyalty |
| title_fullStr | The influence of e-service quality, trust, brand image on Shopee customer satisfaction and loyalty |
| title_full_unstemmed | The influence of e-service quality, trust, brand image on Shopee customer satisfaction and loyalty |
| title_short | The influence of e-service quality, trust, brand image on Shopee customer satisfaction and loyalty |
| title_sort | influence of e service quality trust brand image on shopee customer satisfaction and loyalty |
| topic | e-service quality trust brand image customer satisfaction customer loyalty |
| url | https://journal.uii.ac.id/JSB/article/view/18357 |
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