Konsekuensi dari Mobile Shopping Service Quality Dimensions Terhadap Customer Trust dan Customer Loyalty
DOI:
https://doi.org/10.31004/jptam.v7i2.6684Keywords:
M-shopping, Service Quality, Customer Trust, Customer LoyaltyAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh dimensi Mobile Shopping Service Quality yang terdiri dari variabel Responsiveness, Personalization, Ease of use, Aesthetics dan Perceived risk, terhadap Customer Trust dan Customer Loyalty. Pengambilan sampel menggunakan teknik purposive sampling dengan kriteria responden yaitu individu yang telah berbelanja melalui m-shopping dalam enam bulan terakhir. Jumlah responden yang digunakan pada penelitian ini sebanyak 200 responden. Metode analisis data menggunakan Structural Equation Model (SEM) dan diolah menggunakan software SPSS 25. Hasil penelitian ini menunjukkan bahwa hanya variabel Responsiveness yang memiliki pengaruh positif terhadap Customer Trust, tidak ada variabel yang memiliki pengaruh terhadap Customer Loyalty, dan Customer Trust tidak memiliki pengaruh positif terhadap Customer Loyalty.
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