PENGARUPENGARUH E- SERVICE QUALITY DAN CUSTOMER SATISFACTION TERHADAP CUSTOMER LOYALTY  PADA PENDENGAR RADIO PINGUIN  DI  BALIH E- SERVICE QUALITY DAN CUSTOMER SATISFACTION TERHADAP           CUSTOMER LOYALTY PADA PENDENGAR RADIO PINGUIN  DI  BALI

Made Surya Winata; I Dewa Ayu Hendrawathy Putri; I Gusti Ngurah Pertu Agung

doi:10.25078/anubhava.v5i2.5419

Authors

Made Surya Winata Universitas Hindu Negeri I Gusti Bagus Sugriwa Denpasar
I Dewa Ayu Hendrawathy Putri Universitas Hindu Negeri I Gusti Bagus Sugriwa Denpasar
I Gusti Ngurah Pertu Agung Universitas Hindu Negeri I Gusti Bagus Sugriwa Denpasar

DOI:

https://doi.org/10.25078/anubhava.v5i2.5419

Keywords:

E-service quality, Customer satisfaction, Customer loyalty

Abstract

This study examines the quality of electronic services (e-service quality) that has been implemented by Radio Bali in achieving customer satisfaction and being able to create customer loyalty. Radio Pinguin Bali uses WhatsApp as one way to provide effective and efficient services to listeners who want to interact anytime and anywhere. Request favorite songs, greet friends, or ask questions about various things according to their needs. This study employs a quantitative methodology, gathering data via questionnaires. The 176 participants in this study were Radio Pinguin listeners who communicated via Radio Pinguin WhatsApp between January and December 2024. Multiple linear regression was the method of study, and the results demonstrated that Radio Pinguin listeners may communicate with Radio Pinguin via Radio Pinguin WhatsApp by introducing themselves, requesting their favorite songs, inquiring about advertising expenses, or anything else that suited their needs. The study's conclusion highlights that Radio Pinguin has been successful in offering listeners high-quality electronic services over WhatsApp, making the service efficient and successful. This is demonstrated by the growing loyalty of listeners, who are happy with the services they receive.

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