Pengaruh Kualitas Layanan Elektronik dan Penanganan Keluhan Terhadap Loyalitas Pelanggan (Studi Kasus Pengguna Aplikasi Bukalapak di Kota Depok)

Aulia Rachmawati (Politeknik Negeri Jakarta)
Ni Made Widhi Sugianingsih (Politeknik Negeri Jakarta)
Mawarta Onida Sinaga (Politeknik Negeri Jakarta)

Proceeding Seminar Nasional Riset Terapan Administrasi Bisnis dan Mice (SNRT)
Vol. 13 No. 01 (2024): SNRT XIII TAHUN 2024

This study analyzes the effect of electronic service quality and complaint handling on customer loyalty of Bukalapak application in Depok City. The aspects of service quality studied include efficiency, availability, fulfillment, security, response, compensation, and ease of contact, while complaint handling is evaluated from empathy, response speed, fairness of solutions, and ease of communication. Data from 100 Bukalapak users were analyzed using SmartPLS 4. The results showed that e-service quality and complaint handling significantly influenced customer loyalty, with calculated t values of 4.998 and 4.215, and a significance of 0.000. These findings confirm the importance of improving service quality and complaint handling in maintaining customer loyalty.