ANALISIS PENGARUH E-CUSTOMER RELATION MANAGEMENT DAN E-SERVICE QUALITY TERHADAP E-LOYAL DENGAN E-SATISFACTION SEBAGAI VARIABEL MEDIASI (STUDI KASUS PADA PENGGUNA APLIKASI GOJEK)

Abstract

This research is a descriptive analysis research using a quantitative approach. Sampling using purposive sampling method with a total of 100 respondents. Data collection was carried out using a Likert scale questionnaire. The data analysis technique used in this research is Structural Equation Modeling Partial Least Squares Path Modeling (SEM PLS) using SmartPLS 4 software. The results showed that: (1) E-CRM has an effect on E-Satisfaction. This can be seen from the t-statistics value of 2.220> 1.96 and p value of 0.027 <0.05. (2) E-Service Quality has an effect on E-Satisfaction. This can be seen from the t-statistics value of 4.399> 1.96 and a p value of 0.000 <0.05. (3) E-CRM has a direct effect on E-Loyalty. This can be seen from the t-statistics value of 2.896> 1.96 and a p value of 0.004 <0.05. (4) E-Service Quality has a direct effect on E-Loyalty. This can be seen from the t-statistics value of 2.557> 1.96 and a p value of 0.011 <0.05. (5) E-Satisfaction has a direct effect on E-Loyalty. This can be seen from the t-statistics value of 3.697> 1.96 and a p value of 0.000 <0.05. From these results it is known that H5ZY is accepted. This means that the better the E-Satisfaction (Z) provided by Gojek, the more E-Loyalty will also increase. (6) E-CRM affects E-Loyalty with E-Satisfaction as a mediating variable. This can be seen from the t-statistics value of 1.998> 1.96 and a p value of 0.046 <0.05. (7) E-Service Quality affects E-Loyalty with E-Satisfaction as a mediating variable. This can be seen from the t-statistics value of 2.614> 1.96 and p value of 0.009 <0.05.

Keywords: E-CRM, E-Service Quality, E-Satisfaction, E-Loyalty