Pengaruh Electronic Service Quality terhadap Repurchase Intention dan Electronic Word of Mouth melalui Satisfaction pada Pengguna Aplikasi Maxim

Atha Ardhana, Kussudyarsana Kussudyarsana

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh Electronic Service Quality yang terdiri atas User Interface, Responsiveness, Need Fulfillment, dan Customer Service terhadap Repurchase Intention dan Electronic Word of Mouth (e-WOM) melalui Satisfaction pada pengguna aplikasi Maxim. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling dan melibatkan 200 pengguna aktif Maxim yang memenuhi kriteria penelitian. Data primer dikumpulkan melalui kuesioner dengan skala Likert 1–5 dan dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa User Interface, Responsiveness, Need Fulfillment, dan Customer Service berpengaruh positif dan signifikan terhadap Satisfaction. Satisfaction juga berpengaruh positif dan signifikan terhadap Repurchase Intention dan e-WOM. Selain itu, Satisfaction terbukti memediasi secara positif dan signifikan pengaruh User Interface, Responsiveness, Need Fulfillment, dan Customer Service terhadap Repurchase Intention dan e-WOM. Temuan ini menunjukkan bahwa peningkatan kualitas layanan elektronik melalui kepuasan pengguna dapat mendorong penggunaan kembali dan penyebaran e-WOM positif

Keywords


Electronic Service Quality; Electronic Word of Mouth; Repurchase Intention; Satisfaction; User Interface.

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References


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DOI: https://doi.org/10.17509/ijdb.v6i1.105574

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