Title:
THE INFLUENCE OF E-WORD OF MOUTH AND E-SERVICE QUALITY ON CUSTOMER LOYALTY MEDIATED BY CUSTOMER SATISFACTION (STUDY ON RAKAN RAJA TOUR & TRAVEL)

Authors:
*Raja Mulkan Azhari, Muhammad Adam and Mahdani

Abstract:
This research aims to examine the e-word of mouth (e-wom) and e-service quality (e-servqual) influence on customer loyalty which is mediated by customer satisfaction. The population in this research was all customers at Rakan Raja Tour & Travel whose addresses in Lhokseumawe City and Aceh Besar District, Indonesia. Because the population was infinite, the sample in this study was determined using the number of research indicators times 5 to obtain a sample size of 22x5=110 respondents. Data collection was carried out by distributing questionnaires to all research respondents. Data was measured using a Likert scale and analyzed using the SEM-AMOS model. The results show that the descriptive hypothesis testing proves that e-wom, e-servqual, satisfaction, and loyalty are good; the direct hypothesis testing shows that e-wom significantly influences satisfaction, e-wom does not significantly influence loyalty, e-servqual significantly influences satisfaction, e-servqual significantly influences loyalty, and satisfaction does not significantly influence loyalty; and the indirect hypothesis testing proves that satisfaction mediates (full mediation) e-wom on customer loyalty, and satisfaction mediates (partial mediation) eservqual on customer loyalty. All these findings prove that the model of strengthening customer loyalty is a function of increasing and strengthening e-WOM, e-servqual, and customer satisfaction.