Peran E-WOM dalam Memediasi Pengaruh Kualitas Jasa terhadap Kepuasan Pengguna Kartu XL
DOI:
https://doi.org/10.65244/jggeconomic.v2i3.1208Keywords:
kualitas jasa elektronik, electronic word of mouth, kepuasan pengguna, telekomunikasi seluler, mediasiAbstract
Persaingan antaroperator seluler di Indonesia menuntut penyedia layanan mengelola kualitas jasa sekaligus percakapan daring yang membentuk penilaian pengguna. Sejak 2023, nilai Top Brand Index XL terendah di antara empat merek kartu prabayar utama, sementara keluhan mengenai gangguan jaringan, pemotongan pulsa, dan penanganan keluhan beredar di media digital. Penelitian terdahulu jarang menguji electronic word of mouth sebagai mediator antara kualitas jasa dan kepuasan pada pengguna operator seluler. Penelitian ini bertujuan menganalisis pengaruh kualitas jasa terhadap kepuasan pengguna kartu XL dengan electronic word of mouth sebagai variabel mediasi. Survei kuantitatif eksplanatori terhadap 384 pengguna XL di Kabupaten dan Kota Bandung yang dipilih secara purposive dianalisis dengan structural equation modeling berbasis kovarians dan bootstrap bias-corrected. Ketiga variabel memiliki tingkat capaian responden sekitar 58 persen atau kategori cukup. Kualitas jasa berpengaruh positif dan signifikan terhadap kepuasan (β = 0,283) dan electronic word of mouth (β = 0,535), yang selanjutnya berpengaruh terhadap kepuasan (β = 0,592). Pengaruh tidak langsung terstandar sebesar 0,317 (interval kepercayaan 95 persen 0,256–0,379) menunjukkan mediasi parsial, sehingga peningkatan kualitas jasa meningkatkan kepuasan secara langsung maupun melalui percakapan daring yang lebih positif
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