Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menganalisis pengaruh pengalaman pelanggan dan kualitas layanan elektronik terhadap loyalitas pelanggan pada facebook marketplace dengan kepuasan pelanggan sebagai variabel mediasi. penelitian menggunakan pendekatan kuantitatif dengan metode deskriptif dan konfirmatori. data dikumpulkan melalui kuesioner kepada 200 responden di kota banda aceh dengan teknik purposive sampling. analisis data menggunakan smartpls. hasil penelitian menunjukkan bahwa pengalaman pelanggan dan kualitas layanan elektronik berpengaruh positif dan signifikan terhadap loyalitas pelanggan, baik secara langsung maupun melalui kepuasan. pengalaman pelanggan merupakan variabel yang paling dominan. temuan ini menegaskan pentingnya peningkatan pengalaman pelanggan dan kualitas layanan elektronik untuk membangun loyalitas pelanggan pada platform social commerce. kata kunci : pengalaman pelanggan, kualitas layanan elektronik, kepuasan, loyalitas pelanggan, marketplace facebook

ABSTRACT This study aims to analyze the effect of customer experience and electronic service quality on customer loyalty in Facebook Marketplace, with customer satisfaction as a mediating variable. The research uses a quantitative approach with descriptive and confirmatory methods. Data were collected through questionnaires distributed to 200 respondents in Banda Aceh using purposive sampling. The analysis method employed is Structural Equation Modeling (SEM) using SmartPLS. The results indicate that customer experience and electronic service quality have a positive and significant effect on customer loyalty, both directly and indirectly through customer satisfaction. Customer experience has the strongest influence on satisfaction and loyalty. These findings highlight the importance of improving customer experience and electronic service quality to strengthen customer loyalty in social commerce platforms. Keywords : Customer Experience, E-Service Quality, Customer Satisfaction, Customer Loyalty, Facebook Marketplace