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THE INFLUENCE OF E-SERVICE QUALITY ON BUYING EXPERIENCE DATA SERVICE PACKAGES PREPAID CUSTOMER IN PT TELKOMSEL
Peri Kusdinar, Maya Ariyanti

Telkom University


Abstract

This study aims to analyze the influence of E-Service Quality and the Dimensions on Buying Experience data package prepaid customers in Telkomsel via MyTelkomsel. Service Quality needs to be analyzed due to very high purchase transactions, but there are many failed purchase transactions seen in Telkomsels Big-Data. E-Service Quality Dimensions namely E-S-Qual (Efficiency, Fulfillment, System availability, Privacy) and E-RecSQUAL (Responsiveness, Compensation, Contact). This research is quantitative research with descriptive analysis techniques, where data collection method uses secondary data sourced from Telkomsels Big-Data. Using Purposive sampling technique, there are 164,394 samples. This study uses Logistic Regression analysis method using SPSS to perform testing. Based -on Overall Fit Test, chi-square value is 100242.134 with df 7 and Sig.model is 0,000( <0.05), it can be concluded that simultaneously E-Service Quality has significant effect on Buying Experience. Partial testing shows that each dimension of E-Service Quality has significant effect on Buying Experience, where significance of each variable is <0.05. Determination Coefficient is 0.941, which means variability of dependent variable that can be explained by independent variable is 94.1%. Regression with Hosmer and Lemeshow, Chi-square is 6.342 with Significance(p):0.096. because significance value >0.05, can be concluded model can predict the value of its observations.

Keywords: E-Service Quality, E-S-Qual, E-RecSQUAL,Buying Experience, Customer Experience, Customer Satisfaction, Data Services and Logistic Regression

Topic: Digital Marketing

Link: https://ifory.id/abstract/y9Gbdcrafwxj

Conference: Conference on Managing Digital Industry, Technology, and Entrepreneurship (CoMDITE 2019)

Plain Format | Corresponding Author (Peri Kusdinar)

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