Perceived E-Service Quality dan Brand Equity Produk Tcash

Abstract

ABSTRAK

Penelitian ini bertujuan untuk menguji dampak dari variabel Perceived E-Service Quality, Satisfaction, Trust, Terhadap Loyalty dan Brand Equity. Objek pada penelitian ini ditujukan kepada pengguna aktif Tcash di Kota Bandung. Sebanyak 400 responden sudah didapatkan melalui penyebaran kuesioner yang terdiri dari 35 butir pernyataan di Kota Bandung dengan mengunakan metode non probability sampling. Pengolahan data pada penelitian ini dilakukan dengan menggunakan SmartPLS 3.0. Hasil penelitian menyatakan bahwa variabel Delivery Quality memiliki pengaruh positif dan signifikan terhadap Trust, variabel Outcome Quality memiliki pengaruh positif dan signifikan terhadap Satisfaction, Trust dan Satisfaction memiliki pengaruh positif dan signifikan terhadap Loyalty, Loyalty  memiliki pengaruh positif dan signifikan terhadap Brand Equty,Trust dan Satisfaction.

Kata kunci: Brand Equity, Loyalty, Perceived E-Service Quality, Satisfaction, Trust

ABSTRACT

This study aims to examine the impact of Perceived E-Service Quality, Satisfaction, Trust, Loyalty and Brand Equity variables. Objects in this study addressed to active users Tcash in Bandung. A total of 400 respondents have been obtained through the distribution of questionnaires consisting of 35 points statement in the city of Bandung by using the method of non-probability sampling. Data processing in this research is done by using SmartPLS 3.0. The result of this research stated that Delivery Quality variable has positive and significant influence to Trust, Outcome Quality variable has positive and significant influence to Satisfaction, Trust and Satisfaction has positive and significant influence to Loyalty, Loyalty has positive and significant influence to Brand Equty, Trust and Satisfaction.

Keywords: Brand Equity, Loyalty, Perceived E-Service Quality, Satisfaction, Trust