Published: 2023-12-01

The Influence Of E-Customer Satisfaction, E-Service Quality And Sales Promotion On E-Customer Loyalty Of Tokopedia Customers

DOI: 10.35870/jemsi.v9i6.1656

Balla Wahyu Budiarto, Putri Ekaresty Haes, Winanto Nawarcono, Ainil Mardiah, Tri Apriyono
  • Balla Wahyu Budiarto: Politeknik Perkeretaapian Indonesia Madiun , Indonesia
  • Putri Ekaresty Haes: University of National Education , Indonesia . image/svg+xml
  • Winanto Nawarcono: STIE Nusa Megarkencana , Indonesia
  • Ainil Mardiah: Universitas Adzkia , Indonesia
  • Tri Apriyono: STIE Jambatan Bulan , Indonesia
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Abstract

The competition between online firms occasionally gets more intense due to Indonesia's growing use of the digital economy. The context of this study is competition that attempts to boost customer loyalty through excellent service and alluring promos. This study uses e-customer satisfaction as an intermediary variable in Tokopedia's e-commerce to examine the impact of e-service quality and sales promotion on e-customer loyalty. Using non-probability sampling strategies and purposive sampling approaches on 100 respondents. SEM-PLS, or structural equation modeling, is the analytical technique employed. This study discovered that e-service quality and sales promotion have a direct effect on e-customer satisfaction, e-customer satisfaction has no indirect effect on e-customer loyalty, and e-service quality and sales promotion have no effect on e-customer loyalty with e-customer satisfaction as an intervening variable.

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How to Cite

Budiarto, B. W., Putri Ekaresty Haes, Winanto Nawarcono, Ainil Mardiah, & Tri Apriyono. (2023). The Influence Of E-Customer Satisfaction, E-Service Quality And Sales Promotion On E-Customer Loyalty Of Tokopedia Customers. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(6), 2472-2479. https://doi.org/10.35870/jemsi.v9i6.1656
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 9 No. 6 (2023)

  • Section: Articles

  • Published: %750 %e, %2023

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