The Effect of E-service Quality and E-recovery Service Quality on E-loyalty Through E-satisfaction on Tokopedia E-commerce Consumers in Bandar Lampung City

Abstract

In the digital age, all human activities are must to be fast and precise, the impact of which is forcing the increasing mobility of human activities in many aspects, including trade which gave birth to an online marketing culture. Online marketing is a communication activity using internet media. Online marketing usually uses the media of an e-commerce website or e-commerce application. Ecommerce sites act as third parties in online transactions by providing a place to sell and payment facilities. One of the most well-known e-commerce sites in Indonesia is Tokopedia, as one of the pioneers of unicorn start-up in Indonesia with a valuation of more than $1 billion. This study will try to analyze the effect of the quality of electronic services and the quality of electronic service recovery on electronic loyalty through electronic satisfaction to consumers at the Tokopedia electronic market shop in the city of Bandar Lampung. The sample of this research is Tokopedia consumers who have purchased figures and model kits. The sample in this study were Gunpla consumers in the Bandar Lampung area. This study used a sample of 140 respondents with purposive sampling technique. The types of data in this study were primary and secondary data and the media for data collection was using an online questionnaire using google form. The method of analysis in this study uses PLS (Partial Least Square) analysis.