PENGARUH PERSEPSI KUALITAS PELAYANAN E-COMMERCE TERHADAP KEPUASAN PELANGGAN, KEPERCAYAAN DAN LOYALITAS PADA PRODUK FASHION

ABSTRACT The specifics goal of study are namely to explain the influence of (1) Quality of Service Satisfaction, (2) Service Quality of the Trust, (3) Service Quality to Loyalty (4) Satisfaction to Loyalty, and (5) of the Loyalty Trust. The population in this study are all consumers who had conducted the transaction in Saqina.com. The number of respondents was used a sample of 250 respondents. The population in this study are all consumers who had conducted the transaction in Saqina.com. The number of respondents was used a sample of 250 respondents. The results showed a significant effect of interaction between variables in the four effects, namely: (1) Quality of Service Satisfaction (CR = 5578), (2) Quality of Service Trust (CR = 5164), (3) Satisfaction to Loyalty (CR = 2009 ), (4) of the Loyalty Trust (CR = 2144), whereas no significant effect of the Service Quality to Loyalty (CR = -1766), calculation results also showed that the total effect of Trust is a mediating variable between Service Quality to Loyalty. As for the stimulus to do the marketing, among others, are (1) maintain a COD service to increase customer trust, (2) optimize customer satisfaction through improved service, the information presented better organized so that consumers more easily and comfortably in the transaction, (3) Provide a stage 'order tracking' for customers, so customers can monitor the extent to which the development of product orders. For future studies are expected to (1) Develop more variables studied, (2) Perform the comparison e-commerce both in Indonesia and internationally. Key words: service quality, customer satisfaction, customer trust, customer loyalty. ABSTRAK Secara spesifik, terdapat tujuan yang diharapkan, yaitu menjelaskan pengaruh (1) Service Quality terhadap Satisfaction, (2) Service Quality terhadap Trust, (3) Service Quality terhadap Loyalty (4) Satisfaction terhadap Loyalty, (5) Trust terhadap Loyalty. Populasi dalam penelitian ini adalah semua konsumen yang pernah melakukan transaksi di Saqina.com. Jumlah responden yang digunakan sebagai sampel adalah sebanyak 250 responden. Hasil penelitian menunjukkan pengaruh signifikan antar variabel dalam empat interaksi pengaruh, yaitu : (1) Kualitas Pelayanan terhadap Kepuasan (CR=5.578), (2) Kualitas Pelayanan terhadap Kepercayaan (CR=5.164), (3) Kepuasan terhadap Loyalitas (CR=2.009), (4) Kepercayaan terhadap Loyalitas (CR=2.144), sedangkan pengaruh yang tidak signifikan yaitu Kualitas Pelayanan terhadap Loyalitas (CR=-1.766), hasil perhitungan total effect juga menunjukkan bahwa Kepercayaan (i = 0,814) merupakan variabel mediasi antara Kualitas Pelayanan terhadap Loyalitas. Stimulus pemasaran yang dapat dilakukan antara lain adalah (1) mempertahankan pelayanan COD untuk meningkatkan kepercayaan pelanggan, (2) mengoptimalkan kepuasan pelanggan melalui peningkatan pelayanan, informasi-informasi yang disajikan lebih terorganisir sehingga konsumen lebih mudah dan nyaman dalam bertransaksi, (3) Menyediakan tahap ‘tracking order’ bagi pelanggan, sehingga pelanggan dapat memantau sejauh mana perkembangan pesanan produk. Bagi penelitian selanjutnya diharapkan (1) Mengembangkan lebih banyak variabel yang diteliti, (2) Melakukan perbandingan e-commerce baik di Indonesia maupun internasional. Kata kunci: kualitas pelayanan, kepuasan pelanggan, kepercayaan pelanggan, loyalitas pelanggan.