Pengaruh E-Service Quality Dan Relationship Marketing Terhadap Customer Trust Pada Pengguna E-Commerce Lazada Di Kecamatan Cibitung Bekasi
DOI:
https://doi.org/10.56145/jekobis.v6i1.334Keywords:
E-Service Quality, Relationship Marketing, Customer TrustAbstract
This study aims to analyze the impact of e-service quality and relationship marketing on customer trust among Lazada e-commerce users in Cibitung District. E-service quality, which includes aspects such as reliability, responsiveness, and user-friendliness, plays a significant role in building customer trust. Meanwhile, relationship marketing, which involves positive interactions and long-term relationships between companies and customers, is also considered crucial. This research uses a quantitative approach by distributing questionnaires to Lazada users in Cibitung. The collected data is analyzed using multiple linear regression to identify the impact of each variable on customer trust. The results indicate that e-service quality has a positive and significant effect on customer trust, meaning that better service quality increases customer trust. Additionally, relationship marketing also significantly contributes to enhancing customer trust, highlighting the importance of strong interactions between companies and customers. This finding offers insights for marketers to improve customer trust through better service and relationship management.
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