PERAN E-SATISFACTION DAN E-TRUST PADA PENGEMBANGAN E-LOYALTY PEMBELIAN ONLINE OLEH PEREMPUAN DI SURABAYA
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Abstract
Jumlah pelanggan perempuan yang berbelanja di online shop yang menjual pakaian mengalami peningkatan, memahami bagaimana e-loyalty pelanggan perempuan terbentuk, dan dipertahankan oleh online shop menjadi sangat penting. Namun, penelitian lain telah dilakukan pada masalah ini. Tujuan penelitian ini adalah untuk fokus pada pembelian pakaian online perempuan, dan bertujuan untuk menguji mediator dari e-loyalty dalam konteks online shop yang menjual pakaian: e-satifaction, dan e-trust. Penelitian ini menggunakan sampel pembeli pakaian online perempuan di Surabaya. Jumlah sampel yang digunakan adalah 316 responden perempuan yang pernah melakukan pembelian pakaian minimal 2 (dua) kali dalam satu tahun terakhir. Penelitian ini menggunakan pemodelan persamaan struktural yang dilakukan untuk menganalisis pengukuran, dan model struktural. Hasil dari penelitian ini menunjukkan bahwa delivery efficiency berhubungan negatif terhadap e-satisfaction. Sedangkan website design berhubungan positif terhadap e-satisfaction, namun website design tidak berhubungan positif terhadap e-trust. Sedangkan e-Satisfaction, dan e-trust memiliki hubungan yang positif terhadap e-loyalty bagi pembelian pakaian online oleh perempuan.
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