PENGARUH E-TAIL BRAND EXPERIENCE TERHADAP E-BRAND TRUST DAN E-BRAND LOYALTY DENGAN MODERASI USIA DI TOKOPEDIA, SURABAYA
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Keywords:
E-tail brand experience, e-brand trust, e-brand loyalty, age
Abstract
Abstrak – Penelitian ini bertujuan untuk membuktikan pengaruh e-tail brnad experience terhadap e-brand trust dan e-brand loyalty dengan usia sebagai moderasi di Tokopedia, Surabaya. Jenis penelitian yang digunakan adalah jenis penelitian basic research yang termasuk dalam tipe penelitian kausal. Responden dalam penelitian ini berjumlah 200 orang. Analisis dalam penelitian ini menggunakan SEM (Structural Equation Modeling) dan diolah menggunakan software SPSS versi 20.0 for windows serta AMOS versi 20.0 for Windows untuk pengujian model Pengukuran dan Struktural. Hasil penelitian ini menunjukkan bahwa empat dari lima hipotesis terdukung dan berpengaruh secara positif signifkan.
Kata Kunci: E-tail brand experience, e-brand trust, e-brand loyalty, usia
Abstract - This study aims to prove the effect of e-tail brnad experience on e-brand trust and e-brand loyalty with age as moderation in Tokopedia, Surabaya. The type of research used is the type of basic research research that is included in the type of causal research. Respondents in this study amounted to 200 people. Analysis in this research using SEM (Structural Equation Modeling) and processed using software SPSS version 20.0 for windows and AMOS version 20.0 for Windows for testing model of Measurement and Structural. The results of this study indicate that four out of five hypotheses are supported and positively influenced.
Keywords: E-tail brand experience, e-brand trust, e-brand loyalty, age
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References
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Audrain-Pontevia, A.-F., & Vanhuele, M. (2017). Where do customer loyalties really lie, and why? Gender differences in store loyalty . International Journal of Retail & Distribution Management , Vol. 44 Issue: 8, pp.799-813.
Bellman, S., Lohse, G., & Johnson, E. (1999). Predictors of online buying behavior. Communications of the ACM, pp. 32-38.
Dennis, C., Morga, A., Wright , T. L., & Jayawardhena , C. (2010). The Influences of Social e-Shopping in Enhancing Young Women’s Online Shopping Behaviour. Journal of Customer Behaviour, Volume 9, Issue 2: 151-174.
Dhaundiyal, M., & Coughlan, J. (2016). Investigating the effects of shyness and sociability on customer impulse buying tendencies: The moderating effect of age and gender. International Journal of Retail & Distribution Management , Vol. 44 Issue: 9, pp.923-939.
Evanschitzky, H., & Wunderlich, M. (2006). An Examination of Moderator Effects in the Four-Stage Loyalty Model. Journal of Service Research.
Ferdinand, A. (2005). Metode Penelitian Manajemen. Semarang: Badan Penerbit Universitas Diponegoro.
Keller, & Kevin, L. (1998). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. New Jersey: Prentice-Hall, Inc.
Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science,, Vol. 25 No. 6, pp. 740-759.
Khan, I., & Rahman, Z. (2016). E-tail brand experience’s influence on e-brand trust and e-brand loyalty: The moderating role of gender . International Journal of Retail & Distribution Management, Vol. 44 Iss 6 pp. 588 - 606 .
Kim, J. J., Ahn, Y.-j., & Kim, I. (2017). The effect of older adults’ age identity on attitude toward online travel websites and e-loyalty. International Journal of Contemporary Hospitality Management.
Kim, S., & Christie , J. (2009). Online shopping and moderating role of offline brand trust. Direct Marketing: An International Journa, Vol. 3, Issue 4.
Korgaonkar, P. K., & Wolin, L. D. (1999). Counterfeit Products and the Role of the Consumer in Saudi Arabia. Journa of Advertising, Vol. 28, Issue 3.
Kotler, & Philip. (2000). Manajemen Pemasaran, Edisi Milenium. Jakarta: Prehallindo.
Kotler, & Philip. (2007). Manajemen Pemasaran, Edisi 12. Jakarta.
Kotler, P., Ang, S. H., Leong, S. M., & Tan, C. T. (1999). Marketing Management: An Asian Perspective. Singapore: Prentice Hall.
Kuoppamaki, S.-M., Taipale, S., & Wilska, T.-A. (2017). The use of mobile techonology for online shopping and entertainment among older adults in Finland. Telematics and Informatics.
Ling, K. C., Chai, L. T., & Piew, T. H. (2010). The Effects of Shopping Orientations, Online Trust and Prior Online Purchase Experience toward Customers’ Online Purchase Intention. International Business Research, Vol 3 No. 3 pp. 63-75.
Ollie. (2008). Membuat toko online dengan multiply. Jakarta: Media Kit. Pradnyaputra, E., & Chaerudin, R. (2016). INFLUENCE OF BRAND ASSOCIATION TOWARD BRAND. International Conference on Ethics of Business, Economics, and Social Science.
San-Martín, S., Prodanova, J., & Jiménez, N. (2014). The impact of age in the generation of satisfaction and WOM in mobile shopping . Journal of Retailing and Consumer Services.
Schiffman, L., & Kanuk, L. L. (2008). Consumer Behaviour 7th Edition (Perilaku Konsumen). Jakarta: PT. Indeks.
Siagian, H., & Cahyono, E. (2014). Analisis Website Quality, Trust Dan Loyalty Pelanggan Online Shop. JURNAL MANAJEMEN PEMASARAN, Vol. 8, No. 2.
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https://tirto.id/bedah-dompet-bukalapak-vs-tokopedia-9aH, (Diakses pada tanggal 12 September 2017)
http://rocketmanajemen.com/sejarah-tokopedia/, (Diakses pada tanggal 12 September 2017)
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commerce.html, (Diakses pada tanggal 12 September 2017)
https://www.lazada.co.id, (Diakses pada tanggal 12 September 2017) https://sharingvision.com/definisi-ecommerce/ (Diakses pada tanggal 12 September 2017)
http://www.marketing.co.id/meningkatnya-pertumbuhan-belanja-online-di-pasar- negara-berkembang/, (Diakses pada tanggal 12 September 2017)
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Published
2019-09-01
Section
Bidang Manajemen (M)
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