Pengaruh E-Service Quality Terhadap E-Customer Loyalty Dengan Perceived Value Dan E-Customer Satisfaction Sebagai Variabel Intervening Pada Platform Spotify Premium

Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis Pengaruh E-Service Quality Terhadap E-Customer Loyalty dengan Perceived Value dan E-Customer Satisfaction Sebagai Variabel Intervening Pada Pengguna Spotify Premium di Provinsi Kalimantan Barat. Penelitian ini termasuk penelitian survey. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian asosiatif kausal dengan teknik pengumpulan data dilakukan dengan penyebaran kuesioner melalui aplikasi google form. Teknik pengumpulan sampel yang digunakan dalam penelitian ini adalah nonprobability sampling dengan jumlah sampel sebanyak 100 orang pelanggan Spotify premium. Analisis data pada penelitian ini terdiri dari tiga metode analisis yaitu outer model (uji validitas: convergent validity, average variance extracted dan discriminant validity. Uji reliabilitas: cronbach"™s alpha dan composite reliability), inner model (r-square dan f-square), dan uji hipotesis (t-statistic dan p-value) menggunakan SmartPLS versi 4.

Hasil penelitian ini menunjukkan bahwa: (1) e-service quality berpengaruh positif dan signifikan terhadap perceived value. (2) e-service quality berpengaruh positif dan signifikan terhadap e-customer satisfaction. (3) e-service quality berpengaruh  berpengaruh positif dan signifikan terhadap e-customer loyalty. (4) perceived value berpengaruh positif dan signifikan terhadap e-customer satisfaction. (5) perceived value berpengaruh positif dan signifikan terhadap e-customer loyalty. (6) e-customer satisfaction berpengaruh positif dan signifikan terhadap e-customer loyalty. (7) e-service quality berpengaruh positif dan signifikan terhadap e-customer loyalty melalui perceived value. (8) perceived value berpengaruh positif dan signifikan terhadap e-customer loyalty melalui e-customer satisfaction. (9) e-service quality berpengaruh positif dan signifikan terhadap e-customer loyalty melalui e-customer satisfaction.

Kata Kunci: E-Service Quality, Perceived Value, E-Customer Satisfaction, E-Customer Loyalty, Platform Spotify Premium.

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