THE IMPACT OF E-SERVICE QUALITY AND BRAND IMAGE TOWARDS CUSTOMER LOYALTY IN TOKOPEDIA
Technological developments and advances encourage businesspeople to continue to develop and update ways to sell their products. Buying and selling activities are now carried out using electronic media or commonly referred to as e-commerce. PT. Tokopedia as one of the largest e-commerce companies in...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/71436 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Technological developments and advances encourage businesspeople to continue to develop and update ways to sell their products. Buying and selling activities are now carried out using electronic media or commonly referred to as e-commerce. PT. Tokopedia as one of the largest e-commerce companies in Indonesia has a big share in this industry. Therefore, Tokopedia must have good service quality and a good brand image as a way to make consumers feel satisfied and increase consumer trust. This is believed to lead to consumer loyalty. This study aims to identify the effects of e-service quality and brand image factors that can influence Tokopedia consumer satisfaction, trust and loyalty and provide recommendations that can be implemented by Tokopedia to create better quality electronic services. Data was collected using an online questionnaire on 215 Tokopedia users and analyzed using PLS-SEM to evaluate the relationship between factors. The results showed that there are seven factors in the quality of electronic service providers. These factors are efficiency, system availability, fulfillment, privacy, website design, and customer service. Factors that have a positive effect on customer satisfaction are privacy and website design, as well as brand image as an additional independent factor. Brand image and customer satisfaction have a positive effect on customer trust. Customer satisfaction and customer trust have a positive effect on customer loyalty (repurchase intention and word of mouth). The results of this research will help e-business people with in-depth practical knowledge about how e-service quality and brand image can increase customer loyalty through customer satisfaction and trust. This research can be applied by e-commerce providers to better understand their customers. |
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