Pengaruh E-Service Quality Dan Review Content Untuk Meningkatkan Penjualan Dan Peran Kepuasan Pelanggan Sebagai Variabel Moderator Pada Produk Tas Native Indonesia
DOI:
https://doi.org/10.30737/risk.v2i2.2531Abstract
Produk tas Native Indonesia saat ini banyak menjadi sorotan publik. Penyebab yang timbul adalah jenis tas slingbag yang banyak diminati oleh pelanggan dari semua kalangan. Tujuan penelitian ini untuk mengetahui pengaruh parsial dan simultan dari e-service quality dan review content terhadap peningkatan penjualan produk tas Native indonesia. Selain itu, menambah aspek kepuasan pelanggan sebagai variabel moderasi dalam penelitian ini. Metode penelitian menggunakan uji statistik. Uji yang dilakukan dengan puncak multiple linear regression analysis dan moderate regression analysis. Sampel yang digunakan sejumlah 300 responden dengan inklusi. Hasil penelitian menunjukkan bahwa adanya kepuasan pelanggan sebagai moderasi dapat memperkuat aspek e-service quality dan review content dalam meningkatkan penjualan dengan jenis quasi moderator. Nilai meningkat dari e-service quality menjadi 3,273 dan review content menjadi 5,800 dengan prediksi determinasi sebesar 65,5%. Dengan kata lain, peran moderasi sangat penting dalam penelitian ini, serta kajian ini dapat menjadi parameter bagi penelitian selanjutnya.References
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