PENGARUH E-SERVICE QUALITY TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER EXPERIENCE SEBAGAI VARIABEL MODERASI PADA PENGGUNAAN APLIKASI GO-JEK DI SURABAYA

Andrew Sutanto

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh e-service quality terhadap customer loyalty dengan customer experience sebagai variabel moderasi pada penggunaan aplikasi Go-Jek di Surabaya. Metode penelitian yang digunakan adalah metode kuantitatif. Teknik yang digunakan dalam pengumpulan data pada penelitian ini adalah kuesioner online dengan cara menyebarkan daftar pertanyaan yang telah diberikan alternatif jawaban untuk menjawabnya kepada responden terpilih dengan menggunakan media Google Form kemudian diolah menggunakan aplikasi SmartPLS. Hasil penelitian membuktikan bahwa e-service quality berpengaruh positif terhadap customer loyalty, customer experience berpengaruh positif terhadap customer loyalty, dan tidak terdapat peran moderasi oleh customer experience pada pengaruh e-service quality terhadap customer loyalty.

Keywords


e-service quality, customer experience, customer loyalty.

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