ANALISIS KUALITAS PLATFORM E-MARKETPLACE TERHADAP LOYALITAS PELANGGAN (Studi Kasus: Pengguna Zilingo)

Abstract

This study aims to analyze the quality of an e-marketplace Zilingo platform against customer loyalty, is in accordance with the rules of the presentation of a good and correct e-marketplace platform and conduct evaluations to measure and improve and improve the quality of service that are still lacking to increase customer loyalty. The study was prepared by the method of Structural Equation Modelling via Partial Least Square or SEM-PLS. The primary data from this research is by distributing questionnaires online through Google Form supported by secondary data, including books, e-journal, and website. The result of this study suggests that the e-service quality variables have a positive and significant influence on e-loyalty with the most influential dimensions is the dimensions of reliability. This dimension relates to the functionality of features offered by e-marketplace Zilingo platform. Those functions should be an important indicator of increasing e-loyalty to Zilingo users. Then it is found in this study that the e-loyalty variables have a negative and not significant influence on e-loyalty. It is concluded that the better an esatisfaction then will not increase an e-loyalty