Pengaruh E-Trust dan E-WOM Terhadap Customer Satisfaction Dengan Customer Loyalty Sebagai Variabel Mediasi
DOI:
https://doi.org/10.38035/jafm.v6i1.1694Keywords:
E-Trust, E-WOM, Customer Satisfaction, Customer LoyaltyAbstract
Pesatnya perkembangan e-commerce di Indonesia telah mendorong perubahan perilaku konsumen dalam mengambil keputusan pembelian. Kepercayaan terhadap platform (E-Trust) dan ulasan dari pelanggan lain (Electronic Word-of-Mouth atau E-WOM) menjadi faktor penting yang memengaruhi kepuasan dan loyalitas pelanggan. Penelitian ini bertujuan untuk menganalisis pengaruh E-Trust dan E-WOM terhadap Customer Satisfaction dengan Customer Loyalty sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Partial Least Square-Structural Equation Modeling (PLS-SEM) yang diolah melalui software SmartPLS versi 4.0. Data dikumpulkan dari 233 responden yang memiliki pengalaman berbelanja secara online. Hasil penelitian menunjukkan bahwa E-Trust dan E-WOM berpengaruh positif dan signifikan terhadap Customer Satisfaction. Selain itu, Customer Loyalty terbukti memediasi hubungan antara E-Trust dan E-WOM terhadap Customer Satisfaction. Temuan ini menunjukkan bahwa semakin tinggi tingkat kepercayaan dan ulasan positif yang diterima pelanggan, maka semakin tinggi pula kepuasan dan loyalitas yang terbentuk. Penelitian ini memberikan implikasi bagi pelaku e-commerce untuk memperkuat strategi pemasaran berbasis kepercayaan dan pengalaman pelanggan guna mempertahankan loyalitas dan meningkatkan kepuasan konsumen.
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