PENGARUH E-TRUST DAN PRIVACY TERHADAP E-LOYALTY MELALUI E-SATISFACTION SEBAGAI VARIABEL INTERVENING (STUDI KASUS PENGGUNA TRAVELOKA DI YOGYAKARTA)
DOI:
https://doi.org/10.22437/jmk.v14i2.42500Abstract
Penelitian ini bertujuan untuk mengetahui: pengaruh e-trust dan privacy terhadap e-loyalty melalui e-satisfaction sebagai variabel intervening pada pengguna Traveloka di Yogyakarta. Populasi penelitian yang belum diketahui ini dengan menggunakan sampel pengguna Traveloka di Yogyakarta sebanyak 112 responden menggunakan teknik purposive sampling. Metode yang digunakan dalam penelitian ini menggunakan metode kuantitatif. Teknik analisis data menggunakan statistik deskriptif, statistik iferensial, dan partial least square. Hasil penelitian menunjukan bahwa : 1) e-trust tidak berpengaruh positif dan signifikan terhadap e-loyalty. 2) privacy berpengaruh positif dan signifikan terhadap e-loyalty. 3) e-trust berpengaruh positif dan signifikan terhadap e-satisfaction. 4) privacy berpengaruh positif dan signifikan terhadap e-satisfaction. 5) e-satisfaction berpengaruh positif dan signifikan terhadap e-loyalty.
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