PENGARUH E-TAIL BRAND EXPERIENCE TERHADAP E-BRAND TRUST DAN E-BRAND LOYALTY DENGAN MODERASI USIA DI TOKOPEDIA, SURABAYA

  • Vicky Sutanto Jurusan Managemen / Universitas Surabaya

Abstract

Abstrak – Penelitian ini bertujuan untuk membuktikan pengaruh e-tail brnad experience terhadap e-brand trust dan e-brand loyalty dengan usia sebagai moderasi di Tokopedia, Surabaya. Jenis penelitian yang digunakan adalah jenis penelitian basic research yang termasuk dalam tipe penelitian kausal. Responden dalam penelitian ini berjumlah 200 orang. Analisis dalam penelitian ini menggunakan SEM (Structural Equation Modeling) dan diolah menggunakan software SPSS versi 20.0 for windows serta AMOS versi 20.0 for Windows untuk pengujian model Pengukuran dan Struktural. Hasil penelitian ini menunjukkan bahwa empat dari lima hipotesis terdukung dan berpengaruh secara positif signifkan.


Kata Kunci: E-tail brand experience, e-brand trust, e-brand loyalty, usia


Abstract - This study aims to prove the effect of e-tail brnad experience on e-brand trust and e-brand loyalty with age as moderation in Tokopedia, Surabaya. The type of research used is the type of basic research research that is included in the type of causal research. Respondents in this study amounted to 200 people. Analysis in this research using SEM (Structural Equation Modeling) and processed using software SPSS version 20.0 for windows and AMOS version 20.0 for Windows for testing model of Measurement and Structural. The results of this study indicate that four out of five hypotheses are supported and positively influenced.


Keywords: E-tail brand experience, e-brand trust, e-brand loyalty, age

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Published
2019-09-01
How to Cite
SUTANTO, Vicky. PENGARUH E-TAIL BRAND EXPERIENCE TERHADAP E-BRAND TRUST DAN E-BRAND LOYALTY DENGAN MODERASI USIA DI TOKOPEDIA, SURABAYA. CALYPTRA, [S.l.], v. 8, n. 1, p. 900-916, sep. 2019. ISSN 2302-8203. Available at: <http://journal.ubaya.ac.id/index.php/jimus/article/view/3725>. Date accessed: 24 nov. 2020.