perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

ßÒßÔ×Í×Í ÛÔÛÝÌÎÑÒ×Ý ÍÛÎÊ×ÝÛ ÏËßÔ×ÌÇ øÛóÍÛÎÊ×ÝÛ ÏËßÔ×ÌÇ÷ô Ò×Ôß×

ÇßÒÙ Ü×ÎßÍßÕßÒô ÜßÒ ÕÛÐËßÍßÒ ÕÑÒÍËÓÛÒ ÐßÜß ÔÑÇßÔ×ÌßÍ

ÕÑÒÍËÓÛÒ ÜßÔßÓ ÐÛÓÞÛÔ×ßÒ ÑÒÔ×ÒÛ ÓÛÔßÔË× ÆßÔÑÎßòÝÑò×Ü

ÍÕÎ×ÐÍ×

Ü·­«­«² «²¬«µ Ó»´»²¹µ¿°· Ì«¹¿­óÌ«¹¿­ ¼¿² Ó»³»²«¸· л®­§¿®¿¬¿² Ù«²¿ Ó»®¿·¸

Ù»´¿® Í¿®¶¿²¿ Ûµ±²±³· Ö«®«­¿² Ó¿²¿¶»³»²

Ú¿µ«´¬¿­ Ûµ±²±³· ¼¿² Þ·­²·­ ËÒÍ Í«®¿µ¿®¬¿

Ü·­«­«² ±´»¸æ

Ü×ßÒ ßÖÛÒÙ ÐÎßÞßÒÜßÎ×

Úïîïîðîð

ÐÎÑÙÎßÓ ÍÌËÜ× ÓßÒßÖÛÓÛÒ

ÚßÕËÔÌßÍ ÛÕÑÒÑÓ× ÜßÒ Þ×ÍÒ×Í ËÒ×ÊÛÎÍ×ÌßÍ ÍÛÞÛÔßÍ ÓßÎÛÌ

ÍËÎßÕßÎÌß

îðïë

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

ABSTRAK

Analisis Electronic Service Quality (E-Service Quality), Nilai YangDirasakan, Dan Kepuasan Konsumen Pada Loyalitas Konsumen Dalam

Pembelian Online Melalui Zalora.Co.Id

DIAN AJENG PRABANDARIF1212020

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari e-service quality, nilai yang dirasakan, dan kepuasan konsumen pada loyalitaskonsumen dalam pembelian online melalui Zalora.co.id.

Populasi dalam penelitian ini adalah individu yang sudah pernahmelakukan pembelian secara online melalui Zalora.co.id dan berminat untukloyal. Sampel dalam penelitian ini sebanyak 185 responden yang diambil secaraconvenience sampling.

Hasil penelitian menyimpulkan bahwa (1) e-service quality berpengaruhsignifikan pada loyalitas konsumen (2) e-service quality berpengaruh signifikanpada kepuasan konsumen (3) e-service quality berpengaruh signifikan pada nilaiyang dirasakan konsumen (4) nilai yang dirasakan konsumen berpengaruhsignikan pada kepuasan konsumen (5) nilai yang dirasakan konsumen tidakberpengaruh pada loyalitas konsumen (6) kepuasan konsumen berpengaruhsignifikan pada loyalitas konsumen.

Penelitian ini dapat digunakan sebagai acuan bagi para praktisi dalammengambil langkah-langkah keputusan untuk menentukan strategi pemasaranguna meningkatkan kualitas, kepuasan konsumen, serta membentuk loyalitaskosnumen Zalora.co.id.

Kata kunci : e-service quality, nilai yang dirasakan konsumen, kepuasankonsumen, loyalitas konsumen.

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

ABSTRACT

Analysis of the Electronic Service Quality (E-Service Quality), PerceivedValue, Customer Satisfaction and Customer Loyalty In On Online

Purchases Through Zalora.Co.Id

DIAN AJENG PrabandariF1212020

The purpose of this study was to determine the effect of e-service quality,perceived value and customer satisfaction on consumer loyalty in onlinepurchases through Zalora.co.id.

The population in this study is the individual who have been making apurchase online through Zalora.co.id interested to loyal. The sample in this studyof 185 respondents drawn by convenience sampling.

The study concluded that (1) e-service quality has a significant effect oncustomer loyalty (2) e-service quality has a significant effect on customersatisfaction (3) e-service quality has a significant effect on consumer perceivedvalue (4) consumer perceived value has a significant effect on customersatisfaction (5) consumer perceived value has no effect on customer loyalty (6)customer satisfaction has a significant effect on customer loyalty.

This study can be used as a reference for practitioners in taking measuresdecision to determine the marketing strategy to improve the quality, customersatisfaction, and loyalty form kosnumen Zalora.co.id.

Keywords: e-service quality, customer perceived value, customer satisfaction,customer loyalty.

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

ÓÑÌÌÑ

Ñ®¿²¹ §¿²¹ ½»®¼·µ ¿¼¿´¿¸ ±®¿²¹ §¿²¹ ³¿³°« ³»²¹»²¼¿´·µ¿²

¼·®·²§¿ ¼¿² ³»²§·¿°µ¿² ¼·®· «²¬«µ ³»²¹¸¿¼¿°· ¸·¼«°

­»¬»´¿¸ ³¿¬·ò Ñ®¿²¹ §¿²¹ ´»³¿¸ ¿¼¿´¿¸ ±®¿²¹ §¿²¹

³»²¹·µ«¬· ¸¿©¿ ²¿º­«²§¿ ¼¿² ¾¿²§¿µ ¾»®¿²¹¿²ó¿²¹¿²ò

øØòÎò ×¾²« Ó¿¶¿¸÷

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

ÐÛÎÍÛÓÞßØßÒ

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

KATA PENGANTAR

Puji Syukur kehadirat Tuhan Yang Maha Esa atas berkat dan rahmat-Nya

yang dilimpahkan pada kita semua sehingga penulis dapat menyelesaikan

penelitian ini dengan judul “Analisis Electronic Service Quality (E-Service

Quality), Nilai Yang Dirasakan, Dan Kepuasan Konsumen Pada Loyalitas

Konsumen Dalam Pembelian Online Melalui Zalora.co.id”. Tujuan dari

penulisan penelitian ini adalah untuk melengkapi dan memenuhi persyaratan

guna memperoleh gelar Sarjana Ekonomi pada Fakultas Ekonomi dan Bisnis

Universitas Sebelas Maret Surkarta.

Penyusunan penelitian ini tidak akan berhasil dengan baik tanpa adanya

bantuan, dorongan, dan bimbingan dari berbagai pihak. Dalam kesempatan ini,

dengan segala kerendahan hati penulis ingin menyampaikan rasa terima kasih

yang tak terhingga kepada pihak-pihak yang telah membantu secara langsung

maupun tidak langsung yang telah mengarahkan, dan memberikan motivasi bagi

penulis sehingga tersusunnya penelitian ini, khususnya kepada :

1. Dr. Wisnu Untoro, M.S, selaku Dekan Fakultas Ekonomi dan Bisnis

Universitas Sebelas Maret Surakarta.

2. Dr. Hunik Sri Runing S, M.Si, selaku ketua Jurusan Manajemen Fakultas

Ekonomi dan Bisnis Universitas Sebelas Maret Surakarta.

3. Amina Sukma Dewi, S.E., M.Scselaku Dosen PembimbingDosen

Pembimbing yang telah berkenan memberikan waktu dan bimbingannya

dalam menyelesaikan penelitian ini.

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

4. Drs. Harmadi, M.M, selaku Dosen Pembimbing Akademik yang telah

memberikan bimbingan kepada penulis.

5. Seluruh Dosen Pengajar dan Pengelola Program Sarjana Fakultas Ekonomi

dan Bisnis Universitas Sebelas Maret Surakarta yang telah memberikan ilmu

yang bermanfaat dan memberikan bantuan selama penulis mengikuti

perkuliahan.

6. Almarhummah ibuku (Sudarti) dan Ayahku (Giyono Hari Susanto) yang

senantiasa berdoa untuk kebaikanku dan selalu memberikan cinta serta

kasih sayang yang berlimpah untuk ku.

7. Kakak ku (Dyah Ayu Pramesthi dan Dina Anggun Pratiwi), keponakanku

(Anindhita Mellani P, Aulia Bunga R, Arya Ganesha Y) terima kasih atas

canda tawa selama ini.

8. Orang terdekatku (Damar Yan P) yang selalu berdiri disampingku

memberikan semangat dan motivasi.

9. Teman-teman ku (Yuke, Yenni, Brilian, Inez, Desmawati) yang senantiasa

memberikan dukungan dalam penyelesaian skripsi ini.

10. Semua teman-teman Manajemen Transfer 2012.

Penulis menyadari bahwa dalam penulisan penelitian ini masih jauh dari

sempurna. Oleh karena itu, kritik dan saran sangat diharapkan dari berbagai

pihak demi kesempurnaan penulisan penelitian ini.

Surakarta, Mei 2015

Penulis

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

DAFTAR ISI

Halaman

HALAMAN JUDUL........................................................................................ i

HALAMAN ABSTRAKSI ............................................................................... ii

HALAMAN PERSETUJUAN ........................................................................ iv

HALAMAN PENGESAHAN........................................................................... v

HALAMAN MOTO......................................................................................... vii

HALAMAN PERSEMBAHAN ........................................................................ viii

HALAMAN KATA PENGANTAR................................................................... ix

HALAMAN DAFTAR ISI................................................................................ xi

HALAMAN DAFTAR TABEL......................................................................... xiv

HALAMAN DAFTAR GAMBAR..................................................................... xv

HALAMAN DAFTAR LAMPIRAN.................................................................. xvi

BAB I PENDAHULUAN

A............................................................................................ LatarBelakang.......................................................................... 1

B............................................................................................ Perumusan Masalah ............................................................... 9

C............................................................................................ Tujuan Penelitian...................................................................... 10

D............................................................................................ Manfaat Penelitian.................................................................. 10

BAB II TINJAUAN PUSTAKA

A............................................................................................ Landasan Teori........................................................................ 121. ..................................................................................... Kualit

as Layanan ................................................................ 122. ..................................................................................... Electr

onic Service Quality ................................................... 133. ..................................................................................... Nilai

Yang Dirasakan Konsumen........................................ 174. ..................................................................................... Kepu

asan Pelanggan ........................................................ 18

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

5. ..................................................................................... Kepercayaan ..................................................................... 18

6. ..................................................................................... Loyalitas ............................................................................. 19

B............................................................................................ StudiEmperis ........................................................................... 21

C............................................................................................ Hipotesis .................................................................................. 23

D............................................................................................ Model Penelitian ....................................................................... 29

BAB III METODE PENELITIAN

A............................................................................................ JenisPenelitian dan Sumber Data ............................................ 311. ..................................................................................... Desai

n Penelitian ................................................................ 312. ..................................................................................... Sum

ber Data..................................................................... 32B............................................................................................ Popul

asi, Sampel, dan Teknik Sampling................................... 321. ..................................................................................... Popul

asi ............................................................................. 332. ..................................................................................... Sam

pel ............................................................................. 333. ..................................................................................... Tekni

k pengambilan Sampel .............................................. 33C............................................................................................ Varia

bel Penelitian dan Definisi Operasional ........................... 331. ..................................................................................... Elect

onic Service Quality ................................................... 342. ..................................................................................... Nilai

yang dirasa konsumen............................................... 363. ..................................................................................... Kepu

asan .......................................................................... 364. ..................................................................................... Loyal

itas ............................................................................ 37D............................................................................................ Meto

de Pengumpulan Data .................................................... 38E............................................................................................ Meto

de Analisis Data .............................................................. 381. ..................................................................................... Anali

sis Deskriptif .............................................................. 382. ..................................................................................... Anali

sis statistik ................................................................ 38

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

3. ..................................................................................... Pengujian Model ................................................................ 40

4. ..................................................................................... Pengujian Hipotesis............................................................ 42

BAB IV METODE PENELITIAN

A............................................................................................ Analisis Deskriptif .................................................................... 441. ..................................................................................... Berd

asarkan Jenis Kelamin .............................................. 452. ..................................................................................... Berd

asarkan Pendidikan.................................................... 453. ..................................................................................... Berd

asarkan Pekerjaan ..................................................... 474. ..................................................................................... Berd

asarkan Penghasilan.................................................. 48B............................................................................................ Uji

Instrumen Penelitian ........................................................ 481. ..................................................................................... Uji

Validitas pretest ......................................................... 482. ..................................................................................... Uji

Reliabilitas pretes....................................................... 513. ..................................................................................... Uji

Validitas Sampel Besar .............................................. 524. ..................................................................................... Uji

Reliabilitas Sampel Besar .......................................... 54C............................................................................................ Uji

Measurement of Fit Model ............................................... 551. ..................................................................................... Fit 552. ..................................................................................... AFIT 563. ..................................................................................... GFI 564. ..................................................................................... SRM

R ............................................................................... 57D............................................................................................ Uji

Hipotesis ......................................................................... 571. ..................................................................................... Path

Coefficients ................................................................ 572. ..................................................................................... Mode

l Hasil Penelitian ........................................................ 58E............................................................................................ Uji

Mediasi ............................................................................ 59F. ........................................................................................... Pem

bahasan........................................................................... 61

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

BAB V PENUTUP

A............................................................................................ Kesimpulan ............................................................................ 68

B............................................................................................ Keterbatasan Penelitian .......................................................... 69

C............................................................................................ Implikasi ................................................................................. 691. Implikasi bagi Akademisi ............................................ 692. Implikasi bagi Praktisi................................................. 703. Implikasi bagi Peneliti................................................. 714. Implikasi bagi Penelitian Selanjutnya ......................... 72

DAFTAR PUSTAKA

LAMPIRAN

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

DAFTAR TABEL

Halaman

Tabel II.1 Penelitian Terdahulu .................................................................. 22

Tabel III.1 Tingkat Reliable Berdasarkan Nilai Alpha .................................... 40

Tabel III.2 Kriteria SRMR.............................................................................. 42

Tabel III.3 Tabel Z value ............................................................................... 43

Tabel IV.1Karakteristik Responden Berdasarkan Jenis Kelamin .................. 45

Tabel IV.2Karakteristik Responden Berdasarkan Pendidikan ...................... 46

Tabel IV.3Karakteristik Responden Berdasarkan Pekerjaan ........................ 47

Tabel IV.4 Karakteristik Responden Berdasarkan Penghasilan .................... 48

Tabel IV.6 Hasil Uji Validitas Pretest............................................................. 50

Tabel IV.7 Hasil Uji Reliablitas Pretest ......................................................... 51

Tabel IV.9 Hasil Uji Validitas Sampel Besar.................................................. 53

Tabel IV.10 Hasil Reliabilitas Sampel Besar ................................................. 54

Tabel IV.11 Model Fit ................................................................................... 55

Tabel IV.12 Path Coefficient ......................................................................... 57

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

DAFTAR GAMBAR

Halaman

Gambar II.1 Model Penelitian ...................................................................... 29

Gambar Model Struktural dan path coefiicients ............................................ 58

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

DAFTAR LAMPIRAN

1. Data Mentah Penelitian

2. Kuesioner