ANALISIS PENGARUH E-SERVICE QUALITY PADA E-WALLET TERHADAP E- LOYALTY KONSUMEN DENGAN MODERASI E-TRUST
DOI:
https://doi.org/10.22437/jmk.v14i04.51088Abstract
Layanan dompet digital terus berkembang dan semakin banyak digunakan sebagai alat transaksi sehari-hari. Meskipun demikian, muncul pertanyaan penting mengenai bagaimana mempertahankan loyalitas pengguna di tengah banyaknya pilihan platform yang menawarkan fitur dan promosi serupa. Penelitian ini bertujuan menganalisis pengaruh e-service quality terhadap e-loyalty dengan e-trust sebagai variabel moderasi pada pengguna e-wallet di Kota Jambi. Pendekatan kuantitatif digunakan melalui survei terhadap 170 responden yang memenuhi kriteria pengguna aktif e-wallet. Analisis data dilakukan menggunakan PLS-SEM untuk menilai hubungan struktural antarvariabel. Hasil penelitian menunjukkan bahwa e-service quality berpengaruh signifikan terhadap e-loyalty dan e-trust. Selanjutnya, e-trust terbukti berpengaruh positif terhadap e-loyalty dan mampu memperkuat hubungan antara kualitas layanan dan loyalitas pengguna. Temuan ini menegaskan pentingnya peningkatan kualitas layanan dan keamanan digital untuk mempertahankan loyalitas pengguna.
Kata kunci: e-service quality; e-trust; e-loyalty; e-wallet; PLS-SEM
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