ANALISIS PENGARUH KUALITAS LAYANAN DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN PADA ONLINE SHOP MENGGUNAKAN STRUCTURAL EQUATION MODELING (Studi Kasus : Pelanggan Miulan Online Shop di Facebook)

Abstract

The increasing number of Internet users have big impact to the business world by shopping via internet as a lifestyle. This phenomenon makes business begin to change from traditional marketing to modern marketing start from open an online store through website and social media. This research aims to analys the effects of service quality and product quality to customer loyalty in online shopping. The object of this research is Miulan, an online store of moslem fashion that use social media facebook for marketing. The model used to analyze service quality on the online shop is a model of e-SERVQUAL. This research used purposive sampling method with the provision of the samples are people who have ever shopped at Miulan. The samples in this research are 104 respondents. The analytical tool in this research uses structural equation modeling (SEM) in AMOS 19.0 program. The results of this research shows the relation between service quality and product quality to customer loyalty in Miulan. The responsiveness indicator variable most affects service quality in online shop. While, the durability indicator variable most affects product quality in online shop. Keywords : service quality, e-SERVQUAL, product quality, customer loyalty, structural equation modeling