Title:
THE ROLE OF SERVICE QUALITY TOWARDS INERTIA AND SATISFACTION BEHAVIOR AND ITS IMPACT ON CUSTOMER LOYALTY OF BUKALAPAK IN BANDA ACEH CITY

Authors:
Rizki Setiawan*, Sorayanti Utami and Iskandarsyah ,Indonesia

Abstract:
This study aims to measure the effect of service quality (servqual) on inertia behavior and satisfaction and its impact on Bukalapak's consumer loyalty in the city of Banda Aceh. The population in this study were the people of Banda Aceh who used the Bukalapak application. With the purposive sampling method, the sample collected was 150 respondents. The data was processed by using the Structural Equation Modeling (SEM) method to determine the effect of all variables. The results showed that servqualsignificantly affects the inertia behavior, satisfaction, and loyalty of Bukalapak's consumers. Likewise, the influence of inertia and satisfaction behavior significantly affects Bukalapak's consumer loyalty. Besides, the results also showed that inertia and satisfaction behavior mediates the relationship between servqual and Bukalapak's consumer loyalty. The novelty of the research lies in the combination of causality between variables which is used as a model. It is hoped that the next researchers will examine other variables that influence inertia behavior and will have an impact on e-commerce consumer loyalty. In addition, they can also compare how the inertia behavior affects various other ecommerce. Further researchers also are expected to be able to develop this tested model by adding moderation variables such as gender proportions, namely men and women that can affect customer loyalty of e-commerce.