The Effect of E-Service Quality on E-Customer Loyalty with E-WOM and Brand Image as Mediating Variables (Study on Shopee Food Consumers in Malang City)

Al Mukaromah Dewi Puspita; Sudarmiatin; Titis Shinta Dhewi

doi:10.55227/ijhess.v2i1.233

Authors

Al Mukaromah Dewi Puspita FEB UM
Sudarmiatin Department of Master Management, Faculty of Economics and Business, State University of Malang
Titis Shinta Dhewi Department of Master Management, Faculty of Economics and Business, State University of Malang

DOI:

https://doi.org/10.55227/ijhess.v2i1.233

Keywords:

Brand Image, E-Customer Loyalty, E-Service Quality, E-WOM

Abstract

The development of the world of business and trade cannot be separated from technological advances. Applications for ordering food and beverages facilitate consumers to order online by using smartphone when they do not have much time to come directly to the store (offline). The aim of this study is that to find out Shopee Food Indonesia, which will be a strong competitor for other food and beverage service companies. This study was a quantitative research using SPSS 25. The populations in this study were consumers who used Shopee Food with a sample of 280 respondents. Meanwhile, the analysis technique used path analysis and Sobel test. The results of the description analysis of the E-Service Quality variable on E-Customer Loyalty with E-WOM and Brand Image resulted in a value in the very good category. The results of this study show that (1) E-Service Quality is proven to have a direct positive and significant effect on E-WOM. (2) E-Service Quality is proven to have a direct positive and significant effect on Brand Image. (3) E-Service Quality is proven to have a direct positive and significant effect on E-Customer Loyalty. (4) E-Service Quality is proven to have a direct positive and significant effect on E-Customer Loyalty. (5) E-Service Quality is proven to have a direct positive and significant effect on E-Customer Loyalty. (6) E-WOM is able to mediate the relationship between the influence of E-Service Quality on E-Customer Loyalty. (7) Brand Image is able to mediate the relationship between the influence of E-Service Quality on E-Customer Loyalty. The suggestions for Shopee Food Indonesia is that it should improve the quality of the system, merchants and employees; besides, stay active on all social media such as Instagram, Facebook, Twitter, etc. It is expected that with social media, it can provide information between companies and consumers.

References

Bestari, N. P. (2021). Komut SEA Bicara Soal Shopee Food, Pesaing Grab & Gojek. Retrieved from https://www.cnbcindonesia.com/tech/20210216180425-37-223820/komut-sea-bicara-soal-shopee-food-pesaing-grab-gojek.

Dhamore, V. G., Patil, H. D., & Ghorpade, Y. M. (2019). E-SERVICE QUALITY, E-SATISFACTION, E-LOYALTY AND E-WOM IN ONLINE SHOPPING. Advance and Innovative Research, 26.

Eroglu, E. (2014). The changing shopping culture: Internet consumer behavior. Review of Business Information Systems (RBIS), 18(1), 35-40.

Handayani, D. F. R., Widowati, R., & Nuryakin, N. (2021). The influence of e-service quality, trust, brand image on Shopee customer satisfaction and loyalty. Jurnal Siasat Bisnis, 119-130.

Kang, K., & Chung, K. H. (2018). The effect of e-service quality on brand image and repurchase intention in LCCs: The moderating effect of gender. Journal of the Korean Data Analysis Society, 20(1), 47-58.

Kenneth, E., & Donald, B. (2018). Integrated Advertising, Promotion and Marketing Communications. United Kingdom: Pearson.

Lidwina, A. (2021). Penggunaan Aplikasi Pesan-Antar Makanan Indonesia Tertinggi di Dunia. We Are Social. Retrieved from https://databoks.katadata.co.id/datapublish/2021/02/18/penggunaan-aplikasi-pesan-antar-makanan-indonesia-tertinggi-di-dunia.

Lomi, A. G., Besie, J. L., & Kasim, A. (2016). Pengaruh Ewom (Electronic Word of Mouth) Pada Media Sosial Facebook Terhadap Minat Beli Konsumen (Studi Pada Tebing Bar & Cafe). Journal of Management Small and Medium Enterprises (SMEs), 2(1), 29-58.

Muharam, H., Chaniago, H., Endraria, & Harun, A. (2021). E-Service Quality, Customer Trust And Satisfaction: Market Place Consumer Loyalty Analysis. Jurnal Minds: Manajemen Ide dan Inspirasi, 8(2), 237-254.

Jaman, D. R. N. I. W., & Sopiah, A. P. (2019). The Effect of Service Quality and Electronic Word of Mouth (E-WOM) Towards the Loyalty Through Brand Image (The Study on the Customers of Sriwijaya Air in Indonesia).

Pasumarthy, P. (2015). E-Loyalty and e-satisfaction of e-commerce. International Journal of Management and Social Eciences, 3(11), 489-496 .

Pratiwi, L., Sunaryo, S., & Mugiono, M. (2021). The effect of e-service quality on e-loyalty mediated by e-trust and brand image variables: A study on OVO E-Wallet application users in Malang City. International Journal of Research in Business and Social Science (2147-4478), 10(6), 56-62.

Pratondo, K., & Zaid, Z. (2021). Customer Loyalty During Pandemic: Understanding Loyalty Through the Lens of Online Ride Hailing Service Quality. International Journal of Social Science and Business, 5(1), 69-75.

Putri, D. F., & Sumaryono, S. (2021). Peran persepsi terhadap electronic service quality dan electronic word-of mouth (e-wom) terhadap intensi pembelian ulang melalui e-commerce. Jurnal Ilmiah Psikologi Terapan, 9(2), 164-171.

RACHBINI, W., ANGGRAENI, D., & WULANJANI, H. (2021). The Influence of Electronic Service Quality and Electronic Word of Mouth (eWOM) toward Repurchase Intention (Study on E-Commerce in Indonesia). J. Komunikasi Malays. J. Commun., 37(1), 42-58.

Rahajeng. (2021). 50% Generasi Z Indonesia Pilih Layanan Pesan Makanan GrabFood. CNBC Indonesia. Retrieved from https://www.cnbcindonesia.com/tech/20210614102310-37-252849/50-generasi-z-indonesia-pilih-layanan-pesan-makanan-grabfood.

Riyadi, S. (2019). Influence between banking service quality and brand image against customer relationship and loyalty in sharia bank.

Santika, I. W., Pramudana, K. A., & Astitiani, N. L. (2020). The role of E-Satisfaction in mediating the effect of e-Service quality and E-WOM on E-loyalty on online marketplace customers in Denpasar, Bali, Indonesia. Manag Econ Res J, 6(1), 11907.

Zainul, A. (2019). The Influence of E-service Quality toward E-satisfaction, E-trust, E-word of Mouth and Online Repurchase Intention: A Study on the Consumers of the Three-star Hotels in Lampung. Russian Journal of Agricultural and Socio-Economic Sciences, 93(9), 27-38.

Wijaya, R. (2018). Pengaruh kualitas layanan, harga dan citra merek terhadap loyalitas pelanggan grab-food (Bachelor's thesis, UIN Syarif Hidayatullah Jakarta: Fakultas Ekonomi dan Bisnis).

Wilis, R. A., & Nurwulandari, A. (2020). The effect of E-Service Quality, E-Trust, Price and Brand Image Towards E-Satisfaction and Its Impact on E-Loyalty of Traveloka's Customer. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 4(3), 1061-1099.