Borobudur Management Review

Articles

Pengaruh E-Servicescape dalam Meningkatkan Loyalitas Pelanggan melalui Kepercayaan dan Perceived Value sebagai Variabel Mediasi

Sri Ramlah , Tiyan Fatkhurrokhman , Siti Barokah , Wilson Chandra Teguh Pratama , Wisanggeni Bagus Anggoro

Published
October 14, 2025

Vol. 4 No. 1 (2024): Vol 4 No: 1 (2024)
Pages 38-59

DOI

Open Access
Share

Abstract

Penelitian ini menguji pengaruh e-servivescape terhadap loyalitas pelanggan dan untuk menguji peran mediasi dari kepercayaan dan perceived value dalam hubungan antara e-servivescape terhadap loyalitas pelanggan. Riset ini melakukan survey kepada 200 pengguna marketplace Shopee di jawa tengah. Data penelitian dianalisis dengan Partial Least Square yang dioperasikan melalui program SmartPLS. Hasil analisis menunjukkan bahwa e-servivescape memiliki pengaruh positif dan signifikan terhadap loyalitas pelanggan, e-servivescape memiliki pengaruh positif dan signifikan terhadap kepercayaan, e-servivescape memiliki pengaruh positif dan signifikan terhadap perceived value, kepercayaan memiliki pengaruh positif dan signifikan terhadap loyalitas pelanggan, perceived value memiliki pengaruh positif dan signifikan terhadap loyalitas pelanggan. Analisis mediasi mengungkapkan bahwa kepercayaan dan perceived value memainkan peran dalam memediasi hubungan e- servivescape terhadap loyalitas pelanggan.


 

Keywords

E-servicescape; Trust; Perceived Value; Customer Loyalty

References

  1. Bitner, M. (1992). Servicescape: the impact of physical surroundings on customer and employees. Journal of Marketing, 56(2), 57-67.
  2. Bowen, J. T., & Shoemaker, S. (2003). Loyalty: A strategic commitment. Cornell Hotel and Restaurant Administration Quarterly, 44(5-6), 57–63.
  3. Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93
  4. CNBC Indonesia. (2024, January 17). BI bilang transaksi e-commerce RI di 2023 capai Rp 453,75 T. CNBC Indonesia.
  5. https://www.cnbcindonesia.com/tech/20240117161550-37-506662/wow-bi-bilang-transaksi-ecommerce-ri-di-2023-capai-rp-45375-t
  6. Cyr, D., Head, M., & Ivanov, A. (2009). Design Aesthetics Leading To M-Loyalty In Mobile Commerce. Information & Management, 46(5), 341–350.
  7. Dwilianingsih, Nur Aprilia., & Indradewa, Rhian. (2022). The Influence of Relationship Marketing and Service Quality with Customer Satisfaction Mediation Variables on Customer Loyalty. Quantitative Economics and Management Studies (QEMS), 3(4). https://doi.org/10.35877/454RI.qems963
  8. El-Adly, M. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50(July 2018), 322–332. https://doi.org/10.1016/j.jretconser.2018.07.007
  9. Ermawati, E.; Kurnia, M.; Suhaeli, D. (2023). Pola Transformasi Kewirausahaan, Risiko dan Modal Wirausaha pada Era Digital terhadap Perkembangan Wirausaha Industri Makanan Kota Magelang. BMAR, Vol 3(1), 32-45
  10. Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-Commerce and the importance of social presence: Experiments in e-Products and e-Services. Omega: The International Journal of Management Science, 32(6), 407–424
  11. Gregg, D.G. & Walczak, S. (2010). The relationship between website quality, trust and price premiums at online auctions. Electronic Commerce Research, 10(1), 1–25.
  12. Hair Jr, J. F., Page, M., & Brunsveld, N. 2020. Essentials of Business Research Methods. In Taylor & Francis (Fourth Edition). New York: Routledge.
  13. Harris, L. C., & Goode, M. M. (2010). Online Servicescapes, Trust, and Purchase Intentions. Journal of Services Marketing, 24, 230-243.
  14. Hayes, N., & Brown, D. (2008). Influencer Marketing: Who Really Influences Your Customers? Amsterdam Boston: Elsevier.
  15. Hsin Chang, H., & Wang, H. W. (2011). The moderating effect of customer perceived value on online shopping behaviour. In Online Information Review (Vol. 35, Issue 3). https://doi.org/10.1108/14684521111151414
  16. Hänninen, N., & Karjaluoto, H. (2017). The effect of marketing communication on business relationship loyalty. Marketing Intelligence and Planning, 35(4)
  17. Jalil, N. A. A., Fikry, A., & Zainuddin, A. (2016). The impact of store atmospherics, perceived value, and customer satisfaction on behavioural intention. Procedia Economics and Finance, 37, 538–544.
  18. Kaya, Bahar et al. 2019. “The Moderating Role of Website Familiarity in the Relationships Between E-Service Quality, e-Satisfaction and e-Loyalty. Journal of Internet Commerce 18(4): 369–94. https://doi.org/10.1080/15332861.2019.1668658.
  19. Kotler, P., & Keller, K. L. (2022). Marketing management (15th ed.). Upper Saddle River, NJ: Pearson Education.
  20. Kumar, Deepak S., Keyoor Purani, and Shyam A. Viswanathan. 2018. Influences of ‘Appscape’ on Mobile App Adoption and m-Loyalty. Journal of Retailing and Consumer Services 45(February): 132–41.
  21. Kusumawati, A., & Rahayu, K. S. (2020). The effect of experience quality on customer perceived value and customer satisfaction and its impact on customer loyalty. TQM Journal, 32(6), 1525–1540. https://doi.org/10.1108/TQM-05-2019-0150
  22. Kühn, C., Spies, C., & Petzer, D. J. (2019). The e-servicescape revisited: The mediating effect of satisfaction with the online buying experience. Journal of Retailing and Consumer Services, 49, 13–21. https://doi.org/10.1016/j.jretconser.2019.03.009.
  23. Loureiro, Sandra Maria Correia, and Holger Roschk. 2014. Differential Effects of Atmospheric Cues on Emotions and Loyalty Intention with Respect to Age under Online/Offline Environment. Journal of Retailing and Consumer Services 21(2): 211–19. http://dx.doi.org/10.1016/j.jretconser.2013.09.001.
  24. López-Miguens, M.J. and Vázquez, E.G. (2017) 'An integral model of e-loyalty from the consumer's perspective', Computers in Human Behavior, 72, pp. 397–411
  25. Marakanon, Lalinthorn, and Vinai Panjakajornsak. 2017. Perceived Quality, Perceived Risk and Customer Trust Affecting Customer Loyalty of Environmentally Friendly Electronics Products. Kasetsart Journal of Social Sciences 38(1): 24–30. http://dx.doi.org/10.1016/j.kjss.2016.08.012.
  26. Minimol, M. C. (2018). E-Service Quality and Perceived Value as Predictors of Customer Loyalty towards Online Supermarkets. Asian Social Science, 14(3), 71. https://doi.org/10.5539/ass.v14n3p71
  27. Notteboom, Theo E., Francesco Parola, Giovanni Satta, and Athanasios A. Pallis. 2017. The Relationship between Port Choice and Terminal Involvement of Alliance Members in Container Shipping. Journal of Transport Geography 64(February): 158–73. http://dx.doi.org/10.1016/j.jtrangeo.2017.09.002.
  28. Pape, Conference. 2020. The Role of Servicescape and Perceived Sacrifice on Loyalty Intentions University Students. 2019: 38–48.
  29. Putra, A. R., & Santoso, S. B. (2022). Pengaruh Keamanan dan Kemudahan Transaksi terhadap Kepercayaan Konsumen di E-Commerce Indonesia. Jurnal Manajemen dan Pemasaran Jasa, 15(1), 17–31.
  30. Savelli, Elisabetta, Marco Cioppi, and Federica Tombari. 2017. Web Atmospherics as Drivers of Shopping Centres’ Customer Loyalty. International Journal of Retail and Distribution Management 45(11): 1213–40.
  31. Schiffman, & Wisenblit. (2019). Consumer Behavior (12th Editi). Pearson. Education.
  32. Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15-37.
  33. Sugiyono. 2021. Metode Pendekatan, Kuantitatif, Kualitatif, Kombinasi (Mixed Methods), Penelitian Tindakan (Action Research), Penelitian Evaluasi. Bandung: Alfabeta.
  34. Tanković, A., & Benazić, D. (2018). The perception of e-servicescape and its influence on perceived e-shopping value and customer loyalty. Online Information Review, 42(7), 1124–1145.
  35. Tran, G. A., & Strutton, D. (2020). Comparing email and SNS users: Investigating e-servicescape, trust, commitment, and loyalty. Journal of Retailing and Consumer Services, 53, 101–115.
  36. Wu, Wann Yih, Phan Thi Phu Quyen, and Adriana A.Amaya Rivas. 2017. How E- Servicescapes Affect Customer Online Shopping Intention: The Moderating Effects of Gender and Online Purchasing Experience. Information Systems and e- Business Management 15(3): 689–715.
  37. Zehir, Cemal, and Elif Narcıkara. 2016. E-Service Quality and E-Recovery Service Quality: Effects on Value Perceptions and Loyalty Intentions. Procedia - Social and Behavioral Sciences 229: 427–43. http://dx.doi.org/10.1016/j.sbspro.2016.07.153.
Article Metrics
17
Views
26
Downloads

SCITE

DIMENSIONS

Publication Information
Published October 14, 2025
Section Articles
Copyright Copyright (c) 2025 Borobudur Management Review
Keywords
  • E-servicescape
  • Trust
  • Perceived Value
  • Customer Loyalty