Effect of E-Service Quality on Customer Satisfaction and Customer Loyalty on Tokopedia Customers in Denpasar

Abstract

The purpose of this study is to examine and explain the effect of e-service quality on customer satisfaction and customer loyalty to Tokopedia customers and the role of gender on this influence. This research was conducted in Denpasar City with 110 respondents. Data were collected through questionnaires and then analyzed using Structural Equation Model (SEM) using PLS (Partial Least Square) and MGS (Multi-Group Analysis) analysis techniques. The results of this study indicate that the dimensions of privacy, responsiveness, convenience, reliability, efficiency have a positive and significant effect on customer satisfaction. Customer satisfaction has a positive and significant effect on customer loyalty. There are differences in the effect of customer satisfaction on customer loyalty based on gender. On the direct influence of the dimensions of Privacy, Responsiveness, Ease, Reliability, efficiency on customer satisfaction, there is no difference based on gender.