Pengaruh Kualitas Layanan Elektronik dan Harga Terhadap Kepuasan Pelanggan Serta Dampaknya Terhadap Loyalitas Pelanggan Generasi Z

Abstract

This research was conducted to determine the effect of Electronic Service Quality and Price on Customer Satisfaction and its impact on Customer Loyalty. The population in this study is Business Administration student class 2017-2020 who are currently or have used the premium service of the Spotify application. The number of samples in this study were 65 respondents. The sampling technique used in this study was non-probability sampling with the type of saturated sampling technique, namely the entire population being sampled. The data analysis technique used in this research is descriptive and inferential statistical analysis. The analytical method in this study uses the Structural Equation Modeling (SEM) method with Partial Least Square (PLS). The results of the study show that the quality of electronic services and prices have a significantly positive effect on customer satisfaction. The results of this study also show that the quality of electronic services and price have a significant positive effect on customer loyalty. Satisfaction has a positive and significant effect on Loyalty. Spotify managers can increase customer