Ahda Salsabiila, 7311418051 (2023) PENGARUH E-SATISFACTION DAN E-TRUST TERHADAP E-LOYALTY MELALUI E-WOM (Studi pada Konsumen Vanilla Dekor Kota Pekalongan). Under Graduates thesis, Universitas Negeri Semarang.

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Abstract

This study analyzed the relationship between variables to Vanilla Decor using the independent variables e-satisfaction and e-trust, and the dependent variables e-loyalty and e-wom as intervening variables. Based on the variables used, the purpose of this study was to know the relationship between the influence of e-satisfaction on e-wom, find out the relationship between the influence of e�satisfaction on e-loyalty, knew the relationship between the influence of e-trust on e-wom, to find out the relationship of e-trust influence to e-loyalty, to know the relationship between e-wom and e-loyalty, to know the relationship between e�satisfaction influence on e-loyalty through e-wom, and so knew the influence of e�trust on e-loyalty through e-wom. The population in this study were consumers of Vanilla Decor using sampling techniques according to Slovin rule. The sample used was 100 respondents, using purposive sampling techniques. Data collection techniques in this study were carried out by distributing questionnaires. The data analysis method used descriptive analysis, classical assumption tests which include: normality test, multicollinearity test, and heteroscedasticity test, as well as using hypothesis test with partial test techniques and path analysis with the help of the IBM SPSS Statistics 21 program. The results showed that the variables e-satisfaction and e-trust had a positive and significant effect on e-loyalty. The results of the path analysis test showed that e-wom was able to mediate the relationship between e-satisfaction, e�trust, and e-loyalty. Advice for the Vanilla Decor company is expected to maintain consumer e�satisfaction and e-trust by providing satisfaction guarantees to consumers and providing confidence in transaction security guarantees such as direct transactions by meeting so that consumers are confident. Suggestions for future research are expected to use more varied variables, different research objects, or a wider scope of Vanilla Decor and larger samples.

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