Peran electronic word of mouth, perceived risk, dan mobile apps quality terhadap e-loyalty yang dimediasi oleh kepuasan (Studi kasus pada mahasiswa pengguna situs jual beli Tokopedia)

Mila Elmeida(1*), Amalia Nur Chasanah(2), Dwi Eko Waluyo(3)

(1) Dian Nuswantoro University
(2) Dian Nuswantoro University
(3) Dian Nuswantoro University
(*) Corresponding Author

Abstract


 

This study aims to examine theories regarding the influence of electronic word of mouth, perceived risk, mobile apps quality on Tokopedia user satisfaction in Semarang and its effect on electtronic loyalty. The object of research is students who use Tokopedia throughout Indonesia with a minimum age limit of 18-26 years and have used Tokopedia at least 3 times. Respondents were processed as many as 157 individuals with analysis techniques (Structural Equation Model), which were operated using the Smart PLS program. Based on the five variables taken, all five have positive and significant impact. As for the final conclusion, electronic loyalty can be achieved by increasing electronic word of mouth, perceived risk, mobile apps quality with a satisfaction.

Keywords

Electronic Word of Mouth, Perceived Risk, Mobile Apps Quality, Satisfaction, Electronic Loyalty, Tokopedia.

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DOI: 10.23917/dayasaing.v25i1.21149

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