Anteseden Loyalitas Pelanggan Online di Kota Medan

Abstract

The Millennial Generation is a human resource that differs from the preceding generation since information technology is already a part of everyday life in this generation. The Millennial generation differs from earlier generations in that it tends to grow bored easily, seeks out things that are more lucrative, and has a different communication and lifestyle. The Millennial Y generation does not remain loyal to the services of e-commerce businesses that do not offer them advantages. This study sought to determine the relationship between online customer loyalty, textual information quality,, transactional related quality, service quality, and service value resonance. Millennial Generation Y (born 1980–2000) residents of the city of Medan who use e-commerce services make up the demographic of this study 345 individuals made up the sample in this study, which used a purposive sampling strategy that involved setting certain criteria (users of e-commerce company services in Millennial Generation Y). Structural Equation Modeling (SEM) with SmartPLS is the analytical tool employed in this study. The study's findings demonstrate that service value resonance is a crucial component of business and marketing goals since it forms the basis for a service's ability to add value. Developing value creation into an analytical unit through the process of service value resonance can benefit both the organization and its consumers and the service value resonance is the novelty in this research. According to the study's findings, the coefficient of determination for online customer loyalty is 0.587, implying that the textual information quality, service quality, and transactional related quality may account for 58.7% of online customer loyalty. The service value resonance coefficient value is 0.547, meaning that service quality and transactional related quality can account for 54.7% of the service value resonance.