Pengaruh Kualitas Produk Activewear terhadap Kepuasan Pelanggan dengan Kualitas Pelayanan Elektronik (E-servqual) sebagai Variabel Mediasi
(Studi Kasus Generasi Z di Kota Cimahi)
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Abstract
Abstract
The objective of this research is to assign the effect of activewear’s product quality on customer satisfaction through electronic service quality (e-servqual) customer as a mediating variable. A non-probability sampling technique using a purposive sampling has been choosen. The questionnaires are distributed to 100 generation Z who born in 1995-2015. The data were figured using Partial Least Square in Smart PLS 3.0 software. The outcome shows that the activewear product quality 47% affect the customer satisfaction, electronic service quality (e-servqual) 41,5% affect customer satisfaction and product quality 62,3% affect e-servqual. However effect of activewear service quality on customer satisfaction through electronic service quality (e-servqual) customer as a mediating variable is 25,9%.
Abstrak
Penelitian ini bertujuan untuk menguji pengaruh kualitas produk activewear terhadap kepuasan pelanggan dengan kualitas pelayanan elektronik (e-servqual) sebagai variabel mediasi. Metode sampling yang digunakan adalah nonprobability sampling dengan teknik purposive sampling. Metode pengumpulan data pada penelitian ini menggunakan kuesioner yang disebarkan kepada 100 orang responden generasi Z (kelahiran tahun 1995-2010). Analisis data dilakukan dengan menggunakan Partial Least Square dalam software Smart-PLS 3.0. Hasil dari penelitian ini menunjukkan kualitas produk mempengaruhi kepuasan pelanggan sebesar 47%, kualitas pelayanan elektronik (e-servqual) mempengaruhi kepuasan pelanggan 41,5%, kualitas produk mempengaruhi kualitas pelayanan elektronik (e-servqual) 62,3% dan e-servqual memediasi variabel kualitas produk terhadap kepuasan pelanggan sebesar 25,9%.
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