E-SATISFACTION, E-LOYALTY DAN E-TRUST PADA MAHASISWA PENGGUNA E-COMMERCE SHOPEE DI UNIVERSITAS SURABAYA
Abstract Views:
318 times
PDF Downloads:
571 times
Abstract
Abstrac – With the increasing advancement of information technology, the form of online transactions in Indonesia is also increasing and covers many fields such as the ease of making online purchases using e-commerce, such as Shopee. E-satisfaction and E-trust are a concern for customers to be willing to shop again in e-commerce and bring up E-loyalty. This research was conducted at the University of Surabaya with the involvement of all faculties with the number of respondents obtained was 380 people. This study uses an E-satisfaction and E-loyalty measure by Anderson & Srinivasan (2003), and E-trust by Ribbink (2004). This test is carried out using a path analysis test. The results found that E-trust acts as a mediator between E-satisfaction and E-loyalty with a value of t arithmetic 7.2698 (t arithmetic > t table). Loyalty (the process of continuous repurchase) customers can be achieved because of a sense of satisfaction and trust in Shopee. In this study it was found that the trust that customers have for Shopee has a greater influence on electronic loyalty than satisfaction with Shopee, so Shopee is expected to continue to maintain discount and free postage programs that make customers continue to want to buy back there.
Keywords: e-satisfaction, e-loyalty, e-trust
Abstrak – Semakin meningkatnya kemajuan teknologi informasi, bentuk transaksi online di Indonesia juga semakin meningkat dan mencakup banyak bidang seperti kemudahan dalam melakukan pembelian secara online dengan menggunakan e-commerce, seperti Shopee. Kepuasan elektronik dan kepercayaan elektronik menjadi perhatian agar pelanggan bersedia untuk berbelanja kembali pada e-commerce dan memunculkan kesetiaan elektronik yang dimiliki. Penelitian ini dilakukan di Universitas Surabaya dengan keterlibatan seluruh fakultas dengan jumlah responden yang didapatkan adalah 380 orang. Penelitian ini menggunakan alat ukur kepuasan elektronik dan kesetiaan elektronik oleh Anderson & Srinivasan (2003), dan kepercayaan elektronik oleh Ribbink (2004). Pengujian ini dilakukan dengan menggunakan uji path analysis. Hasil penelitian didapatkan bahwa kepercayaan elektronik berperan sebagai mediator antara kepuasan elektronik dan kesetiaan elektronik dengan nilai t hitung 7,2698 (t hitung > t tabel). Loyalitas (proses pembelian kembali secara terus-menerus) pelanggan dapat tercapai karena adanya rasa puas dan percaya terhadap Shopee. Pada penelitian ini ditemukan bahwa ternyata rasa percaya yang dimiliki pelanggan terhadap pihak Shopee memiliki pengaruh yang lebih besar terhadap loyalitas elektronik dibandingkan rasa puas terhadap Shopee, sehingga Shopee diharapkan dapat terus mempertahankan program-program diskon dan gratis ongkir yang membuat pelanggan terus mau membeli kembali di sana.
Kata kunci: kepuasan elektronik, kesetiaan elektronik, kepercayaan elektronik
Downloads
References
Afsar, A., Nasiri, Z., & Zadeh, M. O. (2013). E-loyalty Model in e-Commerce. Mediterranean Journal of Social Sciences. doi:10.5901/mjss.2013.v4n9p547
Agung, B. (2019, December 4). Dailysocial.id. Retrieved from Tren positif Shopee berlanjut, kini salip jumlah pengguna aktif Tokopedia di Indonesia: https://dailysocial.id/post/shopee- tokopedia-e-commerce-indonesia-q3-2019
Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology and Marketing, 20(2), 123-138. doi:10.1002/mar.10063
APJIII. (2019, Jan 1). Peringkat e-commerce di Indonesia. Retreived from https://databoks.katadata.co.id/datapublish/2019/01/31/ini-e-commerce-indonesia- paling-diminati-pada-triwulan-iv-2018.
Chou, S., Chen, C.-W., & Lin, J.-Y. (2015). Female online shoppers. Internet Research, 25(4), 542– 561. doi:10.1108/intr-01-2014-0006.
Fang, Y.H., Chiu C.M. and Wang T.G. (2011), "Understanding customers' satisfaction and repurchase intentions: An integration of IS success model, trust, and justice", Internet Research, Vol. 21 No. 4, pp. 479-503.
Giovanis, A., & Athanasopoulou, P. (2014). Gaining customer loyalty in the e-tailing marketplace: the role of e-service quality, e-satisfaction and e-trust. Int. J. Technology Marketing, Vol. 9, No. 3, pp. 288-304.
Horppu, M., Kuivalainen, O., Tarkiainen A. and Ellonen, H.K. (2008), "Online satisfaction, trust and loyalty, and the impact of the offline parent brand," Journal of Product & Brand Management, Vol. 17 No. 6, pp. 403-413.
Jayani, D. W. (2019, September 3). Shopee jadi e-commerce paling top dari masa ke masa. Retrieved from Databoks.co.id: https://databoks.katadata.co.id/datapublish/2019/09/03/shopee-jadi-e-commerce- paling-top-dari-masa-ke-masa
Lee, J., Kim, J., & Moon, J. Y. (2000). What makes Internet users visit cyber stores again? key design factors for customer loyalty. Proceedings of the SIGCHI Conference on Human Factors in Computing Systems - CHI’00.doi:10.1145/332040.332448
Mardalis, A. (2005). Meraih Loyalitas Pelanggan. BENEFIT, Vol. 9, No. 2, Desember2005, 111-1119.
Martinez, P., & Bosque, I. R. (2013). CSR and Customer Loyalty: The Roles of Trust, Customer Identification with the Company and Satisfaction. International Journal of Hospitality Management, Vol. 35 Pages 89-99.
Oliver, R.L. (1997), Satisfaction: A Behavioral Perspective on the Consumer, McGraw-Hill, New York, NY.
Pujiastuti, E., Winarno, W. W., & Sudarmawan. (2014). Pengaruh E-Commerce Toko Online Fashion Terhadap Kepercayaan Konsumen. Citec Journal, Vol. 1, No. 2, hal. 139-153.
Reily, M. (2019, August 23). Katadata.co.id. Retrieved from Cetak penjualan Rp.54 T, Shopee e-commerce terpopuler di Asia Tenggara: https://katadata.co.id/berita/2019/08/23/cetak-penjualan-rp-54-t-shopee-e- commerce-terpopuler-di-asia-tenggara
Revita, A. (2016). E-satisfaction dan e-trust mempengaruhi e-loyalty konsumen wanita dalam sosial media. PERFORMA: Jurnal Manajemen dan Start-Up Bisnis, Vol. 1, No. 4, Oktober 2016, 505-513.
Ribbink, D., van Riel, A. C. R., Liljander, V., & Streukens, S. (2004). Comfort your online customer: quality, trust and loyalty on the internet. Managing Service Quality: An International Journal, 14(6), 446-456. doi:10.1108/09604520410569784
Siagian, H. &. (2014). Analisis Website Quality, Trust dab Loyalty Pelanggan Online Shop. Jurnal Manajemen Pemasaran, Vol. 8, No. 2, Oktober 2014, 55-61.
- Articles published in CALYPTRA are licensed under a Creative Commons Attribution-ShareAlike 4.0 International license. You are free to copy, transform, or redistribute articles for any lawful purpose in any medium, provided you give appropriate credit to the original author(s) and the journal, link to the license, indicate if changes were made, and redistribute any derivative work under the same license.
- Copyright on articles is retained by the respective author(s), without restrictions. A non-exclusive license is granted to CALYPTRA to publish the article and identify itself as its original publisher, along with the commercial right to include the article in a hardcopy issue for sale to libraries and individuals.
- By publishing in CALYPTRA, authors grant any third party the right to use their article to the extent provided by the Creative Commons Attribution-ShareAlike 4.0 International license.
