Pengaruh Brand Ambassador, Online Customer Review, Dan Electronic Service Quality Terhadap Kepuasan Pelanggan Mercie Studio

Abstrak

ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh Brand Ambassador, Online Customer Review, dan Electronic Service Quality (ESQ) terhadap Kepuasan Pelanggan pada brand Mercie Studio di Jakarta. Penelitian ini dilandaskan pada teori yang mendukung tentang Brand Ambassador, Online Customer Review, Electronic Service Quality, dan Kepuasan Pelanggan.
Penelitian ini menggunakan data primer dengan metode kuantitatif dengan pengumpulan data melalui kuesioner. Populasi dalam penelitian ini adalah seluruh pelanggan Mercie Studio sebanyak enam ratus dua puluh tiga delapan pelanggan yang sudah memberikan review di shopee di 2024. Sampel dihitung menggunakan rumus Lemeshow, berdasarkan sampel yang digunakan adalah
100 sampel. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan aplikasi SmartPLS SEM 4.1 dengan pengujian outer model, inner model, serta uji hipotesis. Hasil penelitian menunjukkan bahwa Brand Ambassador dan Customer Online Review berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan. Sebaliknya, Electronic
Service Quality tidak berpengaruh signifikan terhadap Kepuasan Pelanggan. Implikasi dari temuan ini adalah Mercie Studio perlu mengoptimalkan strategi Brand Ambassador dengan memilih Brand Ambassador yang tepat, membangun komunikasi yang efektif, dan menciptakan koneksi emosional dengan pelanggan. Selain itu, penting untuk memperbaiki aspek lain dari Electronic Service Quality dan meningkatkan interaksi serta pengelolaan ulasan pelanggan untuk meningkatkan kepuasan pelanggan secara keseluruhan.

ABSTRACT
This research aims to analyze the influence of Brand Ambassador, Online Customer Review, and Electronic Service Quality (ESQ) on Customer Satisfaction at the Mercie Studio brand in Jakarta. This research is based on theories that support Brand Ambassadors, Online Customer Reviews, Electronic Service Quality, and Customer Satisfaction. This research uses primary data with quantitative methods with data collected through questionnaires. The population in this research is all Mercie Studio customers, totaling six hundred and twenty three who have provided reviews on Shopee in 2024.The sample was calculated using the Lemeshow formula, based on the sample used being 100 samples. The sampling technique used was purposive sampling. Data were analyzed using the SmartPLS SEM 4.1 application, by testing the outer model, inner model, and hypothesis testing. The research results show that Brand Ambassadors and Customer Online Reviews have a positive and significant effect on Customer Satisfaction. On the other hand, Electronic Service Quality has no significant effect on Customer Satisfaction. The implication of these findings is that Mercie Studio needs to optimize its Brand Ambassador strategy by choosing
the right Brand Ambassador, building effective communication, and creating emotional connections with customers. Additionally, it is important to improve other aspects of Electronic Service Quality and improve interaction and management of customer reviews to increase overall customer satisfaction.