Pengaruh Kualitas Website Terhadap E-Satisfaction, E-Trust Dan E-Loyalty Pengguna Website Tvonenews.Com Di Jakarta Timur
DOI:
https://doi.org/10.37385/msej.v4i4.2012Keywords:
tvOnenews.com, Website Quality, E-satisfaction, E-trust, E-loyaltyAbstract
Berdasarkan data google analitycs pada November 2021 jumlah returning visitors (pengunjung kembali) TvOnenews.com hanya sekitar 22,8%. Namun jumlah pengguna yang kembali pada website tvOnenews.com belum terbilang memadai untuk dikatakan memiliki pengguna yang loyal. Penelitian ini bertujuan untuk melihat apakah terdapat pengaruh kualitas situs web (webqual), yaitu kegunaan, kualitas informasi, dan layanan interaksi, terhadap loyalitas yang dimediasi oleh e-satisfaction dan e-trust. Penelitian ini menggunakan pendekatan kuantitatif dalam bentuk survei. Pendekatan multistage cluster random sampling digunakan untuk mengumpulkan data, dengan masyarakat di kecamatan Kayu Manis yang dipilih sebagai sampel. Perangkat lunak SmartPLS3 menggunakan pendekatan Structural Equation Modeling (SEM) untuk menganalisis data. Penelitian ini menawarkan total enam hipotesis. Berdasarkan hasil pengujian hipotesis, kualitas situs web berpengaruh positif dan signifikan terhadap kepuasan elektronik, kepercayaan elektronik, dan loyalitas elektronik. E-satisfaction memiliki dampak yang cukup menguntungkan terhadap e-loyalty. Sedangkan e-trust tidak memiliki dampak yang signifikan terhadap e-loyalty. Berdasarkan hasil penelitian, peneliti memiliki saran untuk meningkatkan kualitas website dari segi kemudahan menavigasi, tampilan website dan kejelasan dalam interaksi di website.
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