SERVICE QUALITY DAN KEPUASAN KONSUMEN: STUDI EMPIRIS DAN IMPLIKASINYA PADA TOKO ONLINE
Keywords:
service quality, empathy, consumer satisfaction, online shopAbstract
Abstract: The purpose of this study is to analyze the effects of service quality
dimensions namely tangible, reliability, responsiveness, assurance, and empathy on
consumer satisfaction in the context of online shop. The primary data collection was
conducted by survey method through distributing the questionnaries to 117 consumers.
Nonprobability sampling method with snowball sampling technique be used in this
study to recruit the respondents. By using the structural equation modelling with
AMOS statistical software, this study indicated that empathy dimension was identified
as the main determinant of consumer satisfaction toward online shop, while tangible,
reliability, and responsiveness dimensions was not influenced consumer satisfaction
toward online shop. This study also indicated that assurance dimension has a negative
effect on consumer satisfaction toward online shop.
Keywords: service quality, empathy, consumer satisfaction, online shop
Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh dimensi-dimensi
service quality yang mencakup tangible, reliability, responsiveness, assurance, dan
empathy pada kepuasan konsumen dalam konteks toko online. Pengumpulan data
primer dalam penelitian ini dilakukan dengan metode survei melalui pendistribusian
kuesioner pada 117 konsumen. Metode penarikan sampel yang digunakan adalah
nonprobability sampling dengan teknik snowball sampling. Dengan menggunakan
model persamaan struktural dengan software statistik AMOS, penelitian ini
menemukan bahwa dimensi empathy merupakan dimensi service quality yang menjadi
determinan utama dari kepuasan konsumen terhadap toko online, sedangkan dimensi
tangible, reliability, dan responsiveness ditemukan tidak memengaruhi kepuasan
konsumen terhadap toko online. Penelitian ini juga menemukan bahwa dimensi
assurance berpengaruh negatif pada kepuasan konsumen terhadap toko online.
Kata Kunci: service quality, empathy, kepuasan konsumen, toko online
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