Effect Of E-Service Quality And E-Satisfaction On E-Loyalty On Generation Z Of Shopee Application Users In HIMAPSI DPC Organization, Medan City

75 HalamanPenelitian ini bertujuan untuk mengetahui apakah e-service quality dan e-satisfaction mempunyai pengaruh terhadap e-loyalty. Populasi yang digunakan dalam penelitian ini yakni seluruh amggota DPC HIMAPSI di Kota Medan. Penelitian ini menggunakan sebanyak 84 responden, dengan menggunakan rumus slovin sebagai teknik pengambilan sampelnya. Pengujian hipotesis dalam penelitian ini menggunakan analisis statistik yang terdiri dari uji validitas, uji reliabilitas, uji asumsi klasik, regresi linier berganda, uji F, uji t dan koefisien determinasi (R2) dengan menggunakan software SPSS (Statistic Product and Service Solution). Data penelitian bersumber dari data primer dan diambil dengan cara menyebar kuesioner. Hasil penelitian menunjukan bahwa terdapat hubungan antara variabel independen yaitu e-service quality dan e-satisfaction terhadap variabel dependen e-loyalty. Variabel e-service quality diperoleh nilai t adalah thitung > ttabel (6,016 >1,667) dengan tingkat signifikasi 0,000 ttabel (2,770 >1,667) dengan tingkat signifikasi 0,016 ftabel (45,939 > 3,15) dengan hipotesis ditolak dan diterima sehigga dapat disimpulkan bahwa variabel e-service quality (X1) dan e-satisfaction (X2) secara simultan berpengaruh terhadap e-loyalty (Y). This study aims to determine whether e-service quality and e-satisfaction have an effect on e-loyalty. The population used in this study were all members of the HIMAPSI DPC in Medan City. This study used as many as 84 respondents, using the Slovin formula as a sampling technique. Hypothesis testing in this study uses statistical analysis consisting of validity test, reliability test, classical assumption test, multiple linear regression, F test, t test and coefficient of determination (R2) using SPSS software (Statistic Product and Service Solution). Research data sourced from primary data and taken by distributing questionnaires. The results showed that there was a relationship between the independent variables, namely e-service quality and e-satisfaction on the dependent variable e-loyalty. For the e-service quality variable, the value of t is tcount > ttable (6.016 >1.667) with a significance level of 0.000 ttable (2.770 >1.667) with a significance level of 0.016 ftable (45.939 > 3.15) with the hypothesis being rejected and accepted so that it can be concluded that the variables e-service quality (X1) and e-satisfaction (X2) simultaneously affect e-loyalty (Y)