E-SATISFACTION, E-LOYALTY DAN E-TRUST PADA MAHASISWA PENGGUNA E-COMMERCE SHOPEE DI UNIVERSITAS SURABAYA
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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
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