PENGARUH KREDIBILITAS ENDORSER (ISYANA SARASVATI), E-SERVICE QUALITY, TERHADAP E-LOYALTY YANG DIMEDIASI OLEH E-TRUST, DAN E-SATISFACTION TOKOPEDIA DI KOTA SEMARANG

Abstract

Tokopedia is an internet-based store that offers the convenience of shopping to meet food, make up instrument, clothing, and household needs. The increasing number of emerging e-commerce makes competition even tighter. Tokopedia made improvements by using endorsers as promotions, providing good service because it realized that its main priority was consumer loyalty. The purpose of this study was to determine the effect of endorser credibility (isyana sarasvati), e-service quality, on e-loyalty which is mediated by e-trust, and e-satisfaction Tokopedia in Semarang City. This type of research uses quantitative explanatory, with data collection techniques through questionnaires. This research was conducted in the city of Semarang, with a purposive sampling technique with as many as 140 respondents. This research uses quantitative data analysis with SmartPLS (Partial Least Squares) version 3, analyzed through validity, reliability test, outer model which includes convergent validity, AVE value, cross validation and inner model including R-square test and path coefficients. The results of the study show that endorser credibility is not significant in e-trust. e-service quality has a significant influence on e-trust. e-trust has a significant effect on e-satisfaction. e-satisfaction has a significant effect on eloyalty. Endorser credibility with indicators of trust, expertise and attractiveness is disable to exert influence on e-trust. In the future, Tokopedia should choose an endorser that has a physical appeal that attracts more attention. Furthermore, for the future Tokopedia must be able to manage contacts for communication assistance, followed by improving the level of competence and employee excellence, for the future must focus more on dealing with problems in terms of satisfaction. improving product comparison filter arrangement to facilitate transactions so as to increase e- loyalty on Tokopedia.