Pengaruh Logistic Operation Service Quality, Logistic After Sale Service Quality dan Customer Satisfaction Terhadap Customer Trust E-Commerce Sayur Box
DOI:
https://doi.org/10.26905/jbm.v12i2.16340Keywords:
E-commerce, Kepercayaan Pelanggan, Kepuasan Pelanggan, Kualitas Layanan Operasional Logistik, Kualitas Layanan Purna Jual LogistikAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Logistics Operation Service Quality (LOSQ) dan Logistics After Sales Service Quality (LASQ) terhadap Customer Satisfaction (CS) dan Customer Trust (CT) pada pengguna platform e-commerce Sayur Box di Indonesia. Penelitian ini juga menguji peran kepuasan pelanggan sebagai variabel mediasi dalam hubungan antara kualitas layanan logistik dan kepercayaan pelanggan. Pendekatan penelitian yang digunakan adalah kuantitatif dengan desain survei cross-sectional. Sebanyak 200 responden dipilih menggunakan teknik purposive sampling. Pengumpulan data dilakukan melalui kuesioner daring dengan skala Likert 1–5. Analisis data dilakukan menggunakan Structural Equation Modeling – Partial Least Squares (SEM–PLS) dengan bantuan perangkat lunak SmartPLS 4.0. Hasil penelitian menunjukkan bahwa Logistics Operation Service Quality berpengaruh signifikan terhadap kepuasan dan kepercayaan pelanggan, sedangkan Logistics After Sales Service Quality hanya berpengaruh signifikan terhadap kepuasan pelanggan namun tidak terhadap kepercayaan. Selain itu, kepuasan pelanggan berperan penting sebagai mediator dalam membangun kepercayaan pelanggan terhadap platform Sayur Box. Implikasi penelitian ini menunjukkan bahwa peningkatan kualitas layanan logistik operasional merupakan strategi kunci dalam memperkuat kepercayaan dan loyalitas pelanggan di sektor e-commerce berbasis produk segar. Penelitian ini juga memberikan kontribusi konseptual dengan memperluas penerapan Commitment-Trust Theory dan Expectation-Confirmation Theory pada konteks manajemen rantai pasok digital melalui pengujian empiris peran kepuasan pelanggan sebagai mekanisme mediasi antara kualitas layanan logistik dan pembentukan kepercayaan pelanggan. Penelitian selanjutnya disarankan untuk menambahkan variabel seperti brand image, perceived risk, dan adopsi teknologi guna memperoleh pemahaman yang lebih mendalam terhadap perilaku pelanggan.
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