Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengukur pengaruh e-service quality terhadap loyalty yang dimediasi oleh corporate image dan satisfaction pada konsumen shopee di kota banda aceh. data diperoleh melalui servey terhadap 190 orang sebagai sampel yang mewakili populasi penelitian dan mengunakan kuesioner yang disebar melalui berbagai media sosial sebagai instrument pengumpulan data. seleksi responden mengunakan metode purposive sampling dengan kriteria berdomisil di banda aceh, memiliki akun shopee, dan pernah melakukan pembelian melalui shopee. metode analisis data menggunakan structural equating modeling (sem) untuk mengetahui pengaruh antar variabel-variabel yang terlibat. hasil penelitian menemukan bahwa e-sercive quality tidak berpenagruh signifikan terhadap loyalty. namun e-service quality berpengaruh signifikan terhadap corporate image dan satisfaction. corporate image tidak berpengaruh signifikan terhadap loyalty. satisfaction berpenagaruh signifikan terhadap loyalty. corporate image memediasi secara penuh pengaruh e-service quality terhadap loyalty. satisfaction memediasi secara penuh pengaruh e-service quality terhadap loyalty. kata kunci: e-service quality, corporate iamage, satisfaction ,loyalty

ABSTRACT This research aims to measure the effect of e-service quality on loyalty mediated by corporate image and satisfaction in Shopee consumers in the city of Banda Aceh. Data were collected through a survey of 190 respondents as sample to represents the research population and used a questionnaire distributed via various social media as a data collection instrument. Respondent selection used a purposive sampling method with the criteria of residing in Banda Aceh, having a Shopee account, and having made purchases through Shopee. The data analysis method uses Structural Equating Modeling (SEM) to determine the effect between the variables involved. The results of study found that e-service quality has no significant effect on loyalty. However, e-service quality has a significant effect on corporate image and satisfaction. Corporate image does not have a significant effect on loyalty. Satisfaction has a significant effect on loyalty. Corporate image full mediating the effect of e-service quality on loyalty. Satisfaction full mediating the effect of e-service quality on loyalty. Keywords: E-Service Quality, Corporate Image, Satisfaction, Loyalty