Exploring the Determinants of Customer Loyalty: Insights from Retail Companies
DOI:
https://doi.org/10.30651/blc.v23i1.30448Kata Kunci:
Brand Image, E-Customer Loyalty, E-Satisfaction, E-Service Quality, E-TrustAbstrak
Penelitian ini menggunakan PLS (Partial Least Squares) dengan tujuan untuk mengamati dan mengetahui bagaimana faktor yang mendukung dan menghambat loyalitas pelanggan elektronik di situs web e-commerce. Data penelitian dikumpulkan melalui survei terhadap 300 individu yang merupakan konsumen nyata dari situs web e-commerce. Hasil analisis data PLS menunjukkan bahwa kualitas layanan elektronik memiliki pengaruh positif yang besar terhadap kepuasan layanan elektronik dan kepercayaan layanan elektronik. Ditemukan juga bahwa citra merek elektronik memiliki pengaruh positif yang kuat terhadap kepuasan layanan elektronik, kepercayaan layanan elektronik, dan loyalitas pelanggan elektronik. Lebih lanjut, ditentukan bahwa kepuasan layanan elektronik berpengaruh positif terhadap loyalitas pelanggan elektronik, namun kepercayaan layanan elektronik tidak berdampak terhadap loyalitas pelanggan elektronik. Penelitian ini juga menunjukkan bahwa kualitas keseluruhan layanan elektronik, yang dimediasi melalui kepuasan layanan elektronik dan kepercayaan layanan elektronik, memiliki dampak substansial pada loyalitas pelanggan elektronik, namun jalur mediasi kepercayaan layanan elektronik tidak memberikan hasil yang signifikan. Kesimpulan yang dapat ditarik adalah bahwa untuk meningkatkan loyalitas pelanggan, perusahaan e-commerce perlu lebih menekankan pada peningkatan kualitas layanan dan citra merek yang baik, serta memperhatikan kepuasan pelanggan. Saran yang diberikan adalah perusahaan harus memperkuat kualitas layanan dan citra merek secara bersamaan, dan memprioritaskan faktor-faktor tersebut
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Hak Cipta (c) 2026 Fendy Cuandra, Cory Carolyn, Lily Purwianti, Edy Yulianto Putra, Stefhani Susanto
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