Kristiyono, Budi (2026) ANALISIS PENGARUH E-SERVICE QUALITY TERHADAP ELECTRONIC WORD OF MOUTH (E-WOM) DENGAN VARIABEL MEDIASI E-TRUST DAN E-SATISFACTION PADA KONSUMEN STARBUCKS COFFEE INDONESIA. Thesis thesis, Universitas BPD.
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Abstract
This study aims to analyze the impact of e-service quality on electronic word of mouth (e-WOM), mediated by e-trust and e-satisfaction among Starbucks Coffee Indonesia consumers. The research addresses a theoretical gap regarding the significance of digital satisfaction in service ecosystems. Adopting a quantitative approach with Structural Equation Modeling (SEM-PLS), data was analyzed from 251 respondents selected through purposive sampling. Hypothesis testing using a one-tailed test at a 5% significance level revealed that all seven hypotheses were significantly accepted. E-service quality emerged as the strongest foundation, serving as the primary predictor of e-trust with a t-statistics value of 13.539. Analysis via the Variance Accounted For (VAF) method confirmed that both e-trust (40.42%) and e-satisfaction (32.29%) function as partial mediators. The model successfully explains 54.6% of the variance in e-WOM behavior. The respondent profile is dominated by females (73.7%) and millennials aged 25-34 with high digital literacy. The findings conclude that integrating technical system excellence with guaranteed security and emotional fulfillment is essential for triggering organic digital advocacy.
| Item Type: | Thesis (Thesis) |
|---|---|
| Additional Information: | Penelitian ini bertujuan untuk menganalisis pengaruh e-service quality terhadap electronic word of mouth (e-WOM) dengan variabel mediasi e-trust dan e-satisfaction pada konsumen Starbucks Coffee Indonesia. Riset ini dilakukan untuk mengisi celah penelitian mengenai efektivitas peran mediasi kepuasan pelanggan dalam ekosistem layanan digital. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik analisis Structural Equation Modeling (SEM-PLS) terhadap 251 responden yang dipilih melalui metode purposive sampling. Hasil pengujian hipotesis dengan pendekatan one-tailed test menunjukkan bahwa seluruh tujuh hipotesis yang diajukan diterima secara signifikan. E-service quality terbukti menjadi fondasi utama yang mencatatkan pengaruh terkuat terhadap e-trust dengan nilai t-statistik sebesar 13,539. Analisis mediasi melalui pendekatan Variance Accounted For (VAF) mengonfirmasi bahwa e-trust (40,42%) dan e-satisfaction (32,29%) berperan sebagai mediator sebagian (partial mediation) dalam membentuk perilaku rekomendasi daring. Model penelitian ini memiliki kekuatan prediksi sebesar 54,6% terhadap fenomena e-WOM. Karakteristik responden didominasi oleh perempuan (73,7%) dan kelompok milenial usia 25-34 tahun yang memiliki literasi teknologi tinggi. Integrasi keunggulan teknis sistem dengan jaminan keamanan dan pemenuhan ekspektasi afektif sangat krusial untuk memicu testimoni organik di ruang siber. |
| Uncontrolled Keywords: | e-service quality, e-trust, e-satisfaction, e-WOM, Starbucks Coffee |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S2 |
| Date Deposited: | 30 Mar 2026 07:48 |
| Last Modified: | 30 Mar 2026 07:48 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/3175 |
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