ANALISA PENGARUH E-SERVICE QUALITY TERHADAP CUSTOMER SATISFACTION DI MODERASI BRAND IMAGE PADA PENGGUNA APLIKASI GOJEK DI INDONESIA

Vincent Andre Saputra

Abstract


Penelitian ini bertujuan untuk menganalisa pengaruh kualitas layanan elektronik (e-service quality) terhadap kepuasan pelanggan (customer satisfaction) di moderasi citra merek (brand image) pada pengguna aplikasi Gojek di Indonesia. Penelitian ini bersifat konklusif dan dikategorikan dalam jenis penelitian kausal dengan menggunakan pendekatan kuantitatif. Pengumpulan data dilakukan melalui survey online dengan bantuan instrument kuesioner yang didapat dari 170 responden. Responden tersebut adalah semua reponden yang pernah menggunakan aplikasi Gojek di Indonesia. Data yang telah didapat dioleh dengan teknik partial least square. Hasil penelitian ini membuktikan bahwa e-service quality berpengaruh terhadap customer satisfaction secara signifikan tanpa adanya interaksi dari peran moderasi brand image.


Keywords


E-Service Quality, Customer Satisfaction, Brand Image, Tam, E-Commerce, Customer Loyalty.

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