PENGARUH E-SERVICE QUALITY DAN PERCEIVED RISKS TERHADAP CUSTOMER SATISFACTION DAN WOM PADA E COMMERCE ZALORA INDONESIA

GHAFIRA, FATHIYA SEFANI (2019) PENGARUH E-SERVICE QUALITY DAN PERCEIVED RISKS TERHADAP CUSTOMER SATISFACTION DAN WOM PADA E COMMERCE ZALORA INDONESIA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

Fathiya Sefani Ghafira, 2019: The Effect of E-Service Quality and Perceived Risks on Customer Satisfaction and WOM of Zalora Indonesia E-Commerce: Marketing Management Concentration, Management Studies Program, Faculty of Economics, State University of Jakarta. Advisors: Setyo Ferry Wibowo, S.E., M.Si & Rahmi, S.E., M.S.M. The purpose of this research are to know: 1) the positive effect of e-service quality on customer satisfaction of Zalora Indonesia e-commerce; 2) the negative effect of perceived risks on customer satisfaction of Zalora Indonesia e-commerce; dan 3) the positive effect of customer satisfaction on word of mouth (WOM) of Zalora Indonesia e-commerce. This research used a sample of Zalora Indonesia customers who have shopped at least 2 times. Data were collected through a questionnaire to 230 respondents and using SEM as data analysis technique. Descriptive research results indicate that: 1) e-service quality has a positive effect on customer satisfaction; 2) perceived risks do not negatively affect customer satisfaction; and 3) customer satisfaction has a positive effect on word of mouth on Zalora Indonesia e-commerce. Keyword: e-service quality, perceived risk, customer satisfaction, word of mouth

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