skip to main content

The Effect of E-Service Quality and Brand Image on E-Satisfaction with Customer Loyalty as an Intevening Variable

*Daniel Yuwono  -  Doctoral Program of Economics, Trisakti University, Indonesia
Sarfilianty Anggiani  -  Doctoral Program of Economics, Trisakti University, Indonesia
Open Access Copyright 2024 JURNAL BISNIS STRATEGI

Citation Format:
Abstract

The research to analyze and test the influence of brand image and e-service quality on e-loyalty with e-satisfaction as an intervening variable for Shopee consumers in Semarang City. The population of this research is Shopee consumers in Semarang City. Data was obtained using an online questionnaire via Google Form, namely 65 respondents. The data analysis method used is descriptive analysis and Partial Least Square analysis (SEM-PLS). Analysis is assisted by the Smart PLS 3.0 program. The research results show that e-service quality (X1) has a positive and significant effect on customer satisfaction (Y1), brand image (X2) has a negative and insignificant effect on customer satisfaction (Y1), e-service quality (X1) has a positive and significant effect on customer loyalty (Y), brand image (X2) has a positive and significant effect on customer loyalty (Y), customer satisfaction (Z) has a positive and significant effect on customer loyalty (Y), customer satisfaction (Z) improves e-service quality relationships (X1) to customer loyalty (Y), customer satisfaction (Z) increases the relationship between brand image (X1) to customer loyalty (Y).

Fulltext View|Download
Keywords: Service Quality, Brand Image, E Satisfaction, Customer Loyalty

Article Metrics:

  1. Abbas, U., Anwarul Islam Associate Professor, K. M., Hussain, S., Baqir, M., & Muhammad, N. (2021). IMPACT OF BRAND IMAGE ON CUSTOMER LOYALTY WITH THE MEDIATING ROLE OF CUSTOMER SATISFACTION AND BRAND AWARENESS. International Journal of Marketing Research Innovation, 5(1). https://www.cribfb.com/journal/index.php/ijmri
  2. Al-Khayyal, A., Alshurideh, M. T., Al Kurdi, B., & Aburayya, A. (2020). The impact of electronic service quality dimensions on customers’ e-shopping and e-loyalty via the impact of e-satisfaction and e-trust: a qualitative approach. International Journal of Innovation, Creativity and Change, 14(9), 257–281. www.ijicc.net
  3. Alfano, I. M. (2020). Pengaruh Kualitas Produk, Etika Bisnis Islam, dan Pemasaran Terhadap Loyalitas Konsumen (Studi Kasus : Coffeeshop Koffiekopi Jambi); The Effect of Product Quality, Islamic Business Ethics, and Marketing on Consumer Loyalty (Case Study: Coffeeshop Koffieko. In Skripsi (pp. 1–71). FAKULTAS ILMU AGAMA ISLAM UNIVERSITAS ISLAM INDONESIA. https://dspace.uii.ac.id/handle/123456789/29843
  4. Amelia, S. (2018). the Effect of Perceived Quality, Brand Awareness, and Brand Loyalty Toward Brand Equity of Beer Bintang in Surabaya. Jurnal Ilmiah Mahasiswa Universitas Surabaya, 7(1), 806–823
  5. Andri, P., Jasfar, F., & Kristaung, R. (2022). EFFECT OF PRODUCT, DISTRIBUTION AND SERVICE QUALITY ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION AT INDONESIAN MARKETPLACE. Devotion: Journal of Research and Community Service, 3(4), 321–330. https://devotion.greenvest.co.id/index.php/dev/article/view/122/374
  6. Anggoro Wilis, R., & Nurwulandari, A. (2020). The effect of E-Service Quality, E-Trust, Price and Brand Image Towards E-Satisfaction and Its Impact on E-Loyalty of Traveloka’s Customer. 4(3)
  7. Avania, I. K., & Widodo, A. (2022). Affect of E-Service Quality on E-Customer Loyalty through E-Customers Satisfaction on E-Commerce Shopee. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 5(1), 535–546. https://doi.org/10.33258/birci.v5i1.3641
  8. Bandawaty, E. (2020). Pengaruh Brand Image Dan E-Service Quality Terhadap Customer Satisfaction Bentuk Inovasi Pemasaran Bukalapak. Jurnal Bisnis Dan Manajemen, 7(1), 81–86. https://doi.org/10.26905/jbm.v7i1.3888
  9. Budiman, A., Yulianto, E., & Saifi, M. (2020). Pengaruh E-Service Quality Terhadap E-Satisfaction Dan E- Loyalty Nasabah Pengguna Mandiri Online. Profit, 14(01), 1–11. https://doi.org/10.21776/ub.profit.2020.014.01.1
  10. Dwita, F., & Agustine, L. (2023). Creating Customer Satisfaction to Customer Loyalty: The Role of Service Quality in Every “Moment of Truth.” Business and Entrepreneurial Review, 23(1), 51–68. https://doi.org/10.25105/ber.v23i1.15481
  11. Handayanti1, D. N., Indarto2, M. R., Tinggi, S., Manajemen, I., & Yogyakarta, Y. (2023). Pengaruh E-Service Quality Terhadap E-Loyalty Dengan E-Satisfaction Sebagai Intervening Pada Pengguna E-Commerce Shopee. In Muhammad Roni Indarto (Vol. 4, Issue 1)
  12. Harahap, D. A. (2018). Perilaku Belanja Online Di Indonesia: Studi Kasus. JRMSI - Jurnal Riset Manajemen Sains Indonesia, 9(2), 193–213. https://doi.org/10.21009/jrmsi.009.2.02
  13. Hendrawan, G. M., & Agustini, M. Y. D. H. (2021). The Mediating Effect of e-Satisfaction and Trust on the Influence of Brand Image and e-Loyalty. Journal of Management and Business Environment (JMBE), 3(1), 10. https://doi.org/10.24167/jmbe.v3i1.3307
  14. Indriyati, Sitorus, R., & Tarina, F. (2022). Pengaruh Brand Image dan E-Service Quality Terhadap Keputusan Pembelian Melalui Kepuasan Konsumen Online Travel Agent Tiket.Com. Jurnal Manajemen Bisnis Transportasi Dan Logistik, 8(2), 1–13. https://journal.itltrisakti.ac.id/index.php/jmtbtl
  15. Iriantini, D. B. (2022). Menciptakan Loyalitas Pelanggan melalui Kepuasan e-Commerce Shopee. Jurnal Pendidikan Dan Kewirausahaan, 10(2), 452–463. https://doi.org/10.47668/pkwu.v10i2.400
  16. Juwaini, A., Chidir, G., Novitasari, D., Iskandar, J., Hutagalung, D., Pramono, T., Maulana, A., Safitri, K., Fahlevi, M., Sulistyo, A. B., & Purwanto, A. (2022). The role of customer e-trust, customer e-service quality and customer e-satisfaction on customer e-loyalty. International Journal of Data and Network Science, 6(2), 477–486. https://doi.org/10.5267/j.ijdns.2021.12.006
  17. Kartono, R. A., & Halilah, I. (2018). Pengaruh e-trust terhadap e-loyalty. Relawan Jurnal Indonesia (RJI), 10(1), 1204–1213
  18. Keller, K. L. (2007). Marketing Management - 12. vydání. January 2006, 1–5. http://books.google.cz/books?id=pkWsyjLsfGgC
  19. Kumar, V., & Lata, M. (2022). The future of E-Commerce. In The Future of E-Commerce (Issue November 2022). https://doi.org/10.52305/KMUB3774
  20. Kwong-Kay, K. (2013). Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS. Marketing Bulletin, 24(1), 1–32
  21. Lee, Y. C., Wang, Y. C., Lu, S. C., Hsieh, Y. F., Chien, C. H., Tsai, S. B., & Dong, W. (2016). An empirical research on customer satisfaction study: a consideration of different levels of performance. SpringerPlus, 5(1). https://doi.org/10.1186/s40064-016-3208-z
  22. M. Anang, F. (2019). Buku Pemasaran Produk dan Merek. Buku Pemasaran Produk Dan Merek, August, 143–144
  23. Mahendri, W., & Munir, A. F. (2021). PENGARUH KUALITAS PELAYANAN, HARGA, DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN (Studi Pada Jasa Transportasi Gojek Online Di Sidoarjo). Margin Eco, 5(2), 11–17. https://doi.org/10.32764/margin.v5i2.2085
  24. Maulana, R. R., & Sunaryo. (2020). The Influence of Customer Value and Brand Image on Customer Satisfaction (A Study at Padang Murah Restaurant in Malang City). Amsir Management Journal, 1(1), 27–37
  25. Muharam, H., Chaniago, H., Endraria, E., & Harun, A. Bin. (2021). E-Service Quality, Customer Trust and Satisfaction: Market Place Consumer Loyalty Analysis. Jurnal Minds: Manajemen Ide Dan Inspirasi, 8(2), 237. https://doi.org/10.24252/minds.v8i2.23224
  26. Permada, C., Nyoman, N., & Yasa, K. (2018). The Influence of Corporate Image and E-Service Quality on E-Satisfaction and E-Loyalty of Shopee Application Users inDenpasar. In An International Peer-reviewed Journal (Vol. 42). https://ecommerceiq.asia/indonesia-ecommerce-landscape-ecommerceiq
  27. Permana, R. N., & Ratnasari, I. (2023). The Influence of E-Service Quality, Convenience, and Trust on Online Purchase Decisions at Shopee Marketplace. Management Research and Behavior Journal, 3(1), 38. https://doi.org/10.29103/mrbj.v3i1.13436
  28. Purboyo, Sri Hastutik, Gusti Putu Eka Kusuma, Acai Sudirman, Suwandi S. Sangadji, Aditya Wardhana, Riana Dewi Kartika, Erwin, Nur Hilal, Syamsuri, Silfiena Siahainenia, & Novi Marlena. (2021). PERILAKU KONSUMEN (TINJAUAN KONSEPTUAL & PRAKTIS) (Hartini (ed.); Book Chapt). CV. Media Sains Indonesia. https://www.researchgate.net/publication/355005529_PERILAKU_KONSUMEN_TINJAUAN_KONSEPTUAL_PRAKTIS
  29. Ridha, N. (2017). PROSES PENELITIAN, MASALAH, VARIABEL DAN PARADIGMA PENELITIAN. Jurnal Hikmah, 14(1), 672–673. https://doi.org/10.1111/cgf.13898
  30. Ridhorezky Raynare, & Trianasari, N. (2021). Pengaruh Dimensi E-Service Quality Terhadap E- Customer Satisfaction Serta Dampaknya Terhadap E- Customer Loyalty Jd . Id the Influence of E-Service Quality Dimensions on E- Customer Satisfaction and the Impact on E-Customer Loyalty Jd . Id. E-Proceeding of Management, 8(6), 7803–7813. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/16909
  31. Rinaldy, A., & Parwoto. (2021). THE EFFECT OF PERSONALITY, WORK MOTIVATION, AND COMPENSATION TO TURNOVER INTENTION. Journal of Industrial Engineering & Management Research, 2(5), 13–23. https://doi.org/https://doi.org/10.7777/jiemar.v2i5
  32. Saragih, M. G. (2019). PENGARUH E-SERVICE QUALITY TERHADAP E-LOYALTY MELALUI E-SATISFACTION (STUDI PADA PELANGGAN TOKO ONLINE SHOPEE DI KOTA MEDAN). Jurnal Mantik Penusa, 3(1), 190–195. https://doi.org/10.26487/jbmi.v15i3.4543
  33. Sari Dewi, L. G. P., Edyanto, N., & Siagian, H. (2020). The Effect of Brand Ambassador, BrandSari Dewi, L. G. P., Edyanto, N., & Siagian, H. (2020). The Effect of Brand Ambassador, Brand Image, and Brand Awareness on Purchase Decision of Pantene Shampoo in Surabaya, Indonesia. SHS Web of Conferences, 76, 01023. SHS Web of Conferences, 76, 01023
  34. Sarstedt, M., Ringle, C. M., & Hair, J. F. (2020). Handbook of Market Research. In Handbook of Market Research (Issue July). https://doi.org/10.1007/978-3-319-05542-8
  35. Sasono, I., Jubaedi, A. D., Novitasari, D., Wiyono, N., Riyanto, R., Oktabrianto, O., Jainuri, J., & Waruwu, H. (2021). The Impact of E-Service Quality and Satisfaction on Customer Loyalty: Empirical Evidence from Internet Banking Users in Indonesia. Journal of Asian Finance, Economics and Business, 8(4), 465–473. https://doi.org/10.13106/jafeb.2021.vol8.no4.0465
  36. Sudirjo, F., Rukmana, A. Y., Syarifuddin, S., Pranata, S., & Tubagus, M. (2023). THE EFFECT OF BRAND AWARENESS AND ELECTRONIC SERVICE QUALITY ON LOYALTY OF E-COMMERCE CUSTOMERS. JURNAL SCIENTIA, 12(3), 3984–3989. https://doi.org/10.38035/ijam.v2i2.336
  37. Sugiarto, F. (2017). THE INFLUENCE OF E-SERVICE QUALITY, BRAND IMAGE AND PRICE TOWARDS CUSTOMER SATISFACTION AND THE IMPACT ON CUSTOMER LOYALTY (Case Study of Traveloka.com). In Skripsi (Vol. 4, p. 134). THE FACULTY OF ECONOMICS AND BUSINESS SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY. https://repository.uinjkt.ac.id/dspace/bitstream/123456789/35474/1/FAJAR SUGIARTO-FEB
  38. Susanti, R. D., Rumaningsih, M., & Widodo, Z. D. (2023). PERAN MEDIA SOSIAL DALAM PENINGKATAN PENJUALAN JASA LAUNDRY ( STUDY KASUS PADA QUEEN LAUNDRY ) Lembaga Penelitian dan Pengabdian pada Masyarakat Salah satu bentuk tuntutan masyarakat sekarang ini adalah mereka menginginkan pakaian bersih dengan cepat sehi. PUBLIK: Jurnal Manajemen Sumber Daya Manusia, Adminsitrasi Dan Pelayanan Publik, 10(1), 57–69. https://stia-binataruna.e-journal.id/PUBLIK/article/view/474/272
  39. Tanzil, L., & Lestari, R. B. (2023). Pengaruh Kepuasan Nasabah dan E-Servis Quality terhadap Loyalitas Nasabah Pengguna M-Banking BCA. MDP Student Conference, 2(2), 515–520. https://doi.org/10.35957/mdp-sc.v2i2.4470
  40. Ulum, F., & Muchtar, R. (2018). Pengaruh E-Service Quality Terhadap E-Customer Satisfaction Website Start-Up Kaosyay. Jurnal Tekno Kompak, 12(2), 68. https://doi.org/10.33365/jtk.v12i2.156
  41. Vu, T., & Khanh, N. (2021). Service Quality And Its Impact On Customer Satisfaction. In Disertation (Issue November, p. 53). https://doi.org/10.6084/m9.figshare.17089454
  42. Wijayanti, L. S., Setyawati, S. M., & Rahab. (2021). Pengaruh e-security, e-service quality dan e-trust terhadap repurchase intention dengan e-satisfaction sebagai variabel intervening pada konsumen marketplace di indonesia. Jurnal Ekonomi , Bisnis Dan Akuntansi(JEBA), 23(4), 109–121. https://blibli.com/
  43. Yanto, R. T. Y., & Anjarsari, A. D. (2021). Pengaruh E-Service Quality Terhadap Kepuasan Pelanggan E-Commerce (Studi Kasus Pengguna Toko Online Shopee). Jurnal Bisnis Dan Pemasaran, 11(1), 1–13. https://ejurnal.poltekpos.ac.id/index.php/promark/article/view/1319

Last update:

No citation recorded.

Last update: 2024-12-05 13:18:43

No citation recorded.