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Submitted
23 January 2023
Accepted
31 January 2023
Published
31 January 2023
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Abstract

Penelitian ini bertujuan untuk menguji pengaruh kualitas pelayanan, kemudahan penggunaan, keamanan transaksi, dan kepercayaan konsumen terhadap loyalitas pelanggan melalui kepuasan konsumen sebagai variabel intervening pada konsumen Tokopedia. Penelitian ini menggunakan teknik purposive sampling dalam pengambilan sampel. Data primer penelitian ini dikumpulkan dari 230 responden. Teknik analisis statistik yang digunakan dalam penelitian ini yaitu structural equation modelling (SEM) dengan software SmartPLS. Hasil analisis data menunjukkan bahwa kualitas pelayanan, dan kemudahan penggunaan memberikan pengaruh yang positif dan signifikan terhadap kepuasan konsumen. Kepusan konsumen juga berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Namun, keamanan transaksi dan kepercayaan konsumen tidak memberikan pengaruh pada kepuasan konsumen.

Keywords

kualitas pelayanan kepuasan konsumen loyalitas pelanggan e-commerce

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Copyright (c) 2022 Nura Urfany, Muchsin Muthohar

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Urfany, N., & Muthohar, M. (2023). Pengaruh Kualitas Pelayanan terhadap Loyalitas Pelanggan Melalui Kepuasan Konsumen sebagai Variabel Intervening (Studi pada Konsumen Tokopedia). Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(6), 273–284. Retrieved from https://journal.uii.ac.id/selma/article/view/27357
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