PENGARUH SERVICE QUALITY TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI MEDIASI PADA PENGGUNA APLIKASI E COMMERCE BLIBLI

Dehantiansah; Mike Yolanda

doi:10.36526/santhet.v8i2.4841

Dehantiansah Prodi Manajemen Fakultas Ekonomi Dan Bisnis Universitas Negeri Padang
Mike Yolanda Prodi Manajemen Fakultas Ekonomi Dan Bisnis Universitas Negeri Padang

DOI: https://doi.org/10.36526/santhet.v8i2.4841

Keywords: service quality, customer satisfaction, customer loyalty, e-commerce, Blibli

Abstract

This study aims to analyze the influence of service quality on customer loyalty with customer satisfaction as a mediating variable among users of the Blibli e-commerce application. In the context of increasing competition in the e-commerce industry, service quality plays a crucial role in building long-term relationships with customers. This research adopts a quantitative approach using a survey method, involving respondents who are active users of the Blibli application. Data collection was conducted through questionnaires designed to measure the variables studied: service quality, customer satisfaction, and customer loyalty.

The results of data analysis indicate that service quality has a positive and significant effect on customer satisfaction. Furthermore, customer satisfaction is proven to mediate the relationship between service quality and customer loyalty. Customers who are satisfied with the service quality provided are more likely to remain loyal to the Blibli e-commerce application. This study highlights the importance for service providers to enhance dimensions of service quality, such as reliability, responsiveness, assurance, empathy, and tangibles, to create positive customer experiences and foster loyalty.

The practical implications of this study suggest that Blibli e-commerce application managers should focus on improving service quality to enhance customer satisfaction, which in turn strengthens customer loyalty. Academically, this research contributes by emphasizing the mediating role of customer satisfaction in the relationship between service quality and customer loyalty.

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