PERAN E-SATISFACTION SEBAGAI MEDIASI PADA E-WOM (STUDI PADA PELANGGAN OLX)

Abstract

The use of the internet can be utilized as a means of online commerce called electronic commerce. The rapid development of e-commerce has led to competition which eventually led to many e-commerce players, one of which is OLX for the online trading site category. The purpose of this study is to analyze and discuss the effect of E-Service Quality on E-WOM through E-Satisfaction as a mediating variable. The population in this study are female and male respondents with a minimum age of 20 years who have made purchases using OLX at least once in the past month that is infinite. The sampling technique used is non probability sampling with the sampling method used is judgmental sampling. The sample used was 220 respondents. Data collection techniques used in this study were online questionnaires with a Likert scale. The data analysis technique uses path analysis with the AMOS program. The results of this study indicate that E-Service Quality has a significant effect on E-WOM and E-Satisfaction, and E-Satisfaction has a significant effect on E-WOM. Mediation test results are partially proven that E-Satisfaction is able to mediate the influence of E-Service Quality variables with E-WOM.

Keywords: e-satisfaction; e-service quality; e-WOM.