Pengaruh Kualitas Layanan terhadap Loyalitas Pelangganjasa Layanan Internet di Masa Pandemi, Kepuasan dan Kepercayaan Sebagai Variabel Intervening
Abstract
Tujuan penelitian 1) Untuk menganalisis Pengaruh langsung kualitas layanan terhadap kepuasan, kepercayaan dan loyalitas 2) Untuk menganalisis Pengaruh langsung kepuasan dan kepercayaan terhadap loyalitas 3) Pengaruh tidak langsung kualitas layanan terhadap loyalitas melalui kepuasan dan kepercayaan. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan data primer melalui kuisioner sebanyak 204 responden. Penelitian dilakukan dari bulan Agustus sampai dengan bulan Oktober 2021. Data dianalisis menggunakan program SPSS V. 25 dan Amos v 25. Hasil penelitian ini menunjukkan bahwa: (1) kualitas layanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan. (2) kualitas pelayanan berpengaruh positif dan signifikan terhadap kepercayaan.(3) kualitas layanan berpengaruh positif dan signifikan terhadap loyalitas (4) kepuasan berpengaruh positif dan signifikan terhadap kepercayaan (5) kepuasan berpengaruh positif dan signifikan terhadap loyalitas (6) kepercayaan berpengaruh positif, namun tidak signifikan terhadap loyalitas.(7) kualitas pelayanan berpengaruh positif dan signifikan terhadap loyalitas melalui kepuasan. .(8) kualitas pelayanan berpengaruh positif dan signifikan terhadap loyalitas melalui kepercayaan pelanggan.
Kata Kunci: kualitas layanan, kepuasan, kepercayaan, loyalitas.
Abstract
Research objectives 1) To analyze the direct influence of service quality on satisfaction, trust and loyalty 2) To analyze the direct influence of satisfaction and trust on loyalty 3) The indirect influence of service quality on loyalty through satisfaction and trust. This study used a quantitative approach using primary data through questionnaires as many as 204 respondents. The research was conducted from August to October 2021. The data was analyzed using the SPSS V. 25 and Amos v 25 programs. The results of this study show that: (1) service quality has a positive and significant effect on customer satisfaction. (2) The quality of service has a positive and significant effect on trust. (3) the quality of service has a positive and significant effect on loyalty (4) satisfaction has a positive and significant effect on trust (5) satisfaction has a positive and significant effect on loyalty to (6) trust has a positive effect, but does not significantly affect loyalty. (7) The quality of service has a positive and significant effect on loyalty through satisfaction. . (8) Quality of service has a positive and significant effect on loyalty through customer trust.
Keywords: quality of service, satisfaction, trust, loyalty.
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DOI: https://doi.org/10.37531/sejaman.v5i1.1733
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