The Effect of E-Service Quality on E-Loyalty Through E-Satisfaction and E-Trust Which then Resulted in eWOM (Case Study: Mixue Products in Jabodetabek Area Using Go-Food Application)

Abstract

E-service quality is the quality of services provided to consumers through website-based technology by using efficiency, fulfillment of needs, system availability or reliability, as well as privacy and security, in conducting purchase transactions and the process of delivering service products. This study aims to determine the effect of E-service Quality on E-Loyalty through E-satisfaction and E-Trust then produce eWOM for Mixue. It is expected that this research will contribute to increasing information at the level of marketing management theory / science and positive managerial implications in increasing customer loyalty by increasing e-service quality and e-trust so as to produce positive eWOM. The population in this study is GoFood application users, especially those who have bought Mixue products in the Greater Jakarta area, with a sample of 202 respondents. The data collection technique was carried out with a Likert scale questionnaire that was distributed online on a google form. The sampling technique uses purposive sampling. The analysis method used in this study is SEM Partial Least Square. The results showed that there was a positive influence between the variables of e-service quality on e-satisfaction and e-trust as evidenced by T-Statistics values of 14.395 and 3.379, and P Values of 0.000 and 0.001. Then there is a positive influence between the variables e-satisfaction with e-trust and e-loyalty as evidenced by T-Statistics values of 13.495 and 2.163 and P Values of 0.000 and 0.031. And there is a positive influence between the e-loyalty variable and eWOM as evidenced by the T-Statistics value of 9.155 and P Values of 0.000.