PENGARUH E-SERVICE QUALITY, CUSTOMER E-SATISFACTION DAN CUSTOMER VALUE TERHADAP CUSTOMER E-LOYALTY DIMODERASI OLEH BRAND IMAGE MELALUI E-CRM QUALITY SEBAGAI VARIABEL INTERVENING - Willy Setiawan Hendarta; Annie Susanto (Fakultas Bisnis Universitas Kristen Duta Wacana, 2019)
ABSTRACT This study aims to investigate the variables that affect customer e-loyalty through the moderation and mediation role of brand image and E-CRM quality. Those variables include e-service quality, customer e-satisfaction, and customer value. This is a quantitative research with 152 respondents, chosen through the purposive sampling technique. The analytical tool used is PLS-SEM using SmartPLS 3.2.8 software. The findings are that E-CRM quality is positively and significantly related to customer e-loyaty. E-service quality, customer e-satisfaction, and customer value positively and significantly has positive and significant impacts on customer e-loyalty through the mediation role of E-CRM quality. However, brand image cannot moderate the effects of e-service quality, customer e-satisfaction, and customer value towards customer e-loyalty through the mediating role of E-CRM quality. Keywords: E-Service Quality, Customer E-Satisfaction, Customer Value, Brand Image, E-CRM Quality, Customer E-Loyalty, Online Services. ABSTRAK Penelitian ini bertujuan untuk menguji variabel-variabel yang memengaruhi loyalitas konsumen secara elektronik melalui peran moderasi citra merek dan peran mediasi kualitas customer relationship management secara elektronik, meliputi kualitas layanan secara elektronik, kepuasan pelanggan secara elektronik, dan nilai pelanggan. Penelitian ini merupakan penelitian kuantitatif dengan sampel sebanyak 152 orang yang dipilih menggunakan teknik purposive sampling. Alat analisis yang digunakan adalah PLS-SEM dengan menggunakan software SmartPLS 3.2.8. Hasil temuan dari penelitian ini adalah E-CRM quality berpengaruh positif signifikan terhadap customer e-loyalty. E-service quality, customer e-satisfaction, dan customer value berpengaruh positif signifikan terhadap customer e-loyalty melalui peran mediasi E-CRM quality. Meskipun demikian, brand image tidak mampu memoderasi pengaruh e-service quality, customer e-satisfaction, dan customer value terhadap customer e-loyalty melalui peran mediasi E-CRM quality. Kata Kunci: Kualitas Layanan secara Elektronik, Kepuasan Konsumen secara Elektronik, Nilai Pelanggan, Citra Merek, Kualitas Pengelolaan Relasi Konsumen secara Elektronik, Loyalitas Konsumen secara Elektronik, Jasa online.