Pengaruh Kualitas Layanan Elektronik terhadap Kepuasan Pelanggan Elektronik dan Loyalitas Pelanggan Elektronik pada Layanan Pesan Antar Makanan Online
DOI:
https://doi.org/10.60036/jbm.616Keywords:
Kualitas layanan elektronik, Kepuasan pelanggan elektronik, Loyalitas pelanggan elektronik, Ekonomi digital, Pemesanan makanan onlineAbstract
Pertumbuhan pesat ekonomi digital di Indonesia telah memberikan dampak signifikan pada berbagai sektor, termasuk layanan pesan-antar makanan online (Online Food Delivery/OFD). Penelitian ini mengkaji pengaruh kualitas layanan elektronik (E-SQ) terhadap kepuasan pelanggan elektronik (E-CS) dan loyalitas pelanggan elektronik (E-CL) dalam sektor OFD. Dengan menggunakan Structural Equation Modelling (SEM) dan data dari 124 responden di Yogyakarta, penelitian ini mengevaluasi peran efisiensi, ketersediaan sistem, pemenuhan layanan, dan privasi dalam menentukan kepuasan serta loyalitas pelanggan. Hasil penelitian menunjukkan bahwa kualitas layanan elektronik memiliki pengaruh positif yang signifikan terhadap kepuasan dan loyalitas pelanggan elektronik. Pelanggan yang merasakan kualitas layanan yang tinggi cenderung lebih puas dan menunjukkan loyalitas dengan terus menggunakan layanan serta merekomendasikannya kepada orang lain. Temuan ini menegaskan pentingnya bagi platform pemesanan makanan online untuk meningkatkan kualitas layanan mereka guna mempertahankan pelanggan dan memperkuat daya saing di pasar.
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