Analisis pengaruh efficiency, order management, customer service, personalization, trust, product description, product presentation, entertainment value, dan application appearance terhadap e-satisfaction dalam membentuk e-loyalty pada pelanggan Shopee di Surabaya

Sembodo, Gabriel Nathania (2020) Analisis pengaruh efficiency, order management, customer service, personalization, trust, product description, product presentation, entertainment value, dan application appearance terhadap e-satisfaction dalam membentuk e-loyalty pada pelanggan Shopee di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan pesat yang terjadi pada sektor e-commerce menciptakan peluang bagi perusahaan e-commerce di Indonesia. Hal ini didorong oleh perubahan seperti perilaku konsumtif masyarakat yang ingin berbelanja secara online karena adanya kemudahan dalam bertransaksi dan memilih produk pada e-commerce. Salah satu perusahaan e-commerce dari luar negeri yang melakukan Foreign Direct Indonesia (FDI) dan paling diminati adalah Shopee. Shopee pertama kali dikenalkan kepada publik pada tahun 2015 dan pertama kali hadir di Negara Singapura. Shopee telah sukses dan berkembang di negara Indonesia, Thailand, Malaysia, Vietnam, Taiwan, dan Filipina. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Efficiency, Order Management, Customer Service, Personalization, Trust, Product Description, Product Presentation, Entertainment Value, dan Application Appearance terhadap E-Satisfaction dan E-Satisfaction dalam membentuk E-Loyalty pada pelanggan Shopee Surabaya. Manfaat yang diharapkan dari penelitian ini adalah memberikan kontribusi pada pengembangan teori dan penelitian pemasaran, serta bermanfaat bagi Shopee dalam menelaah pengaruh variabel Efficiency, Order Management, Customer Service, Personalization, Trust, Product Description, Product Presentation, Entertainment Value, dan Application Appearance terhadap E-Satisfaction dan E-Satisfaction dalam membentuk E-Loyalty. Penelitian ini merupakan penelitian dengan metode kuantitatif dengan pengolahan data menggunakan SPSS 22.0. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 165 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, berdomisili di Surabaya, mempunyai aplikasi Shopee, pernah melakukan pembelian dan konsumsi minimal 3 kali dalam kurun waktu 6 bulan terakhir di Shopee, pernah berinteraksi dengan Customer Service Shopee, pernah menggunakan voucher Shopee, pernah mengakses flash sale Shopee, pernah mengakses Shopee Live, dan pernah memainkan Shopee games. Hasil penelitian menunjukkan bahwa variabel yang memiliki pengaruh terbesar adalah E-Satisfaction terhadap variabel E-Loyalty sebesar 0,497; kemudian variabel yang memiliki pengaruh terbesar kedua adalah variabel Order Management terhadap variabel E-Satisfaction sebesar 0,214; terbesar ketiga variabel Application Appearance terhadap variabel E-Satisfaction sebesar 0,180; terbesar keempat Efficiency terhadap variabel E-Satisfaction yang memiliki pengaruh sebesar 0,165, terbesar kelima variabel Product Description terhadap variabel E-Satisfaction sebesar 0,155, terbesar keenam variabel Customer Service terhadap variabel E-Satisfaction sebesar 0,152; terbesar ketujuh variabel Personalizaton terhadap variabel E-Satisfaction sebesar 0,118; terbesar kedelapan variabel Trust terhadap variabel E-Satisfaction sebesar 0,039, terbesar kesembilan variabel Entertainment Value terhadap variabel E-Satisfaction sebesar 0,038, dan terbesar kesepuluh variabel Product Presentation terhadap variabel E-Satisfaction sebesar 0,007 / The rapid development that occurs in the e-commerce sector creates opportunities for e-commerce companies in Indonesia. This is driven by changes such as the consumptive behavior of people who want to shop online because of the ease in making transactions and choosing products in e-commerce. One of the e-commerce companies from abroad that conducts Foreign Direct Indonesia (FDI) and is the most popular is Shopee. Shopee was first introduced to the public in 2015 and was first present in Singapore. Shopee has been successful and growing in Indonesia, Thailand, Malaysia, Vietnam, Taiwan and the Philippines. This study aims to determine how the influence of Efficiency, Order Management, Customer Service, Personalization, Trust, Product Description, Product Presentation, Entertainment Value, and Application Appearance on E-Satisfaction and E-Satisfaction in forming E-Loyalty to Shopee Surabaya customers. The expected benefit from this research is to contribute to the development of marketing research and theory, and is useful for Shopee in examining the influence of the variables Efficiency, Order Management, Customer Service, Personalization, Trust, Product Description, Product Presentation, Entertainment Value, and Application Appearance on E. -Satisfaction and E-Satisfaction in forming E-Loyalty. This research is a research with quantitative methods with data processing using SPSS 22.0. Data collection was carried out by distributing questionnaires to 165 respondents with the characteristics of male and female respondents aged 18-60 years, residing in Surabaya, having the Shopee application, having made purchases and consumption at least 3 times in the last 6 months at Shopee, never interacting with customers Shopee services, have used Shopee vouchers, have accessed Shopee flash sales, have accessed Shopee Live, and have played Shopee games. The results showed that the variable that had the greatest influence is E-Satisfaction with the E-Loyalty variable of 0.497; then the variable that has the second biggest influence is the Order Management variable on the E-Satisfaction variable of 0.214; the third largest variable Application Appearance to the E-Satisfaction variable is 0.180; the fourth largest is Efficiency on the E-Satisfaction variable which had an influence of 0.165, the fifth largest is the Product Description variable for the E-Satisfaction variable at 0.155, the sixth largest for the Customer Service variable for the E-Satisfaction variable is 0.152; the seventh largest variable Personalizaton to the E-Satisfaction variable is 0.118; the eighth largest Trust variable for the E-Satisfaction variable is 0.039, the largest of the nine Entertainment Value variables for the E-Satisfaction variable is 0.038, and the ten largest for the Product Presentation variable for the E-Satisfaction variable is 0.007.

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