ANALISIS PENGARUH KUALITAS LAYANAN PADA E-WALLET TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN MENGGUNAKAN METODE SEM
Abstract
Structural Equation Modelling atau SEM adalah salah satu metode statistika yang dapat mengukur unobserved variable. Dalam mengukur unobserved variable SEM membutuhkan observed variable atau yang disebut variabel indikator. Unobserved Variable yang dimaksudkan meliputi variabel Kualitas Layanan, variabel Kepuasan Pelanggan dan variabel Loyalitas Pelanggan. Tujuan dari penelitian ini adalah melihat variabel kepuasan pelanggan mengintervening variabel kualitas layanan terhadap loyalitas pelanggan pada e-wallet di kalangan mahasiswa/i Universitas Negeri Medan. Kualitas layanan e-wallet diharapkan dapat meningkatkan kepuasan pelanggan dan menumbuhkan rasa loyal pelanggan. Berdasarkan hasil analisis SEM dengan bantuan program aplikasi AMOS, didapati pengaruh langsung (direct effect) paling signifikan terhadap loyalitas pelanggan adalah variabel kepuasan pelanggan dengan hasil estimasinya adalah 1,809, pengaruh tidak langsung (indirect effect) antar variabel tidak ada karena variabel kepuasan pelanggan tidak mengintervening varibel kualitas layanan terhadap loyalitas pelanggan sehingga pengaruh total (total effect) yang terbentuk sama dengan pengaruh langsungnya.
Structural Equation Modeling or SEM is a statistical method that can measure unobserved variables. In measuring unobserved variables, SEM requires observed variables or so-called indicator variables. The intended Unobserved Variables include Service Quality variables, Customer Satisfaction variables and Customer Loyalty variables. The purpose of this study was to look at the customer satisfaction variable intervening the service quality variable on customer loyalty on e-wallet among students at the State University of Medan. The quality of e-wallet services is expected to increase customer satisfaction and foster a sense of customer loyalty. Based on the results of SEM analysis with the help of the AMOS application program, it was found that the most significant direct effect on customer loyalty is the customer satisfaction variable with the estimated result being 1.809, the indirect effect between variables does not exist because the customer satisfaction variable does not intervene in the variable. service quality on customer loyalty so that the total effect formed is the same as the direct effect.
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DOI: https://doi.org/10.24114/jmk.v7i2.32314
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