Pengaruh Dimensi E – Servqual, Satisfaction dan Trust terhadap Loyalitas Pengguna Layanan E-Commerce Indonesia (Studi Kasus : Pengguna Layanan E-commerce di Pulau Jawa)

摘要

The Effect Of E-Servqual, Satisfaction, And Trust On E-Commerce Customer Loyalty In Indonesia (Case Study : E-Commerce Customer In Java). A big oppurtunity for e-commerce business in Indonesia should be responded wisely by e-commerce enterprise . According to research from APJII, Indonesia only have a few e-commerce user\u27s. The low level of e-commerce users is indicated because of the dissatisfaction of users and their perception of the poor service quality from e-commerce and also the fear from customer about high rates online and transaction crime in Indonesia that affect their trust. With that fact, the enterprise of e-commerce in Indonesia should know how it affects the loyalty of e-commerce users. To determine the effect of e-servqual, satisfaction, and trust variabe on the level of e-commerce user\u27s loyalty, we analyze it using structural equation modelling (SEM) method. The result showed that only satisfaction and trust which have a positive effect to e-commerce user\u27s loyalty, when e-servqual showed a negative effect. Variabel with the biggest influence to e-commerce user\u27s loyalty with estimate value 3,22.