Analisis pengaruh efficiency, system availabilty, fulfillment, dan privacy terhadap satisfaction dan trust yang membentuk loyalty pada pengguna Tokopedia di Surabaya

Mangore, Patrio (2020) Analisis pengaruh efficiency, system availabilty, fulfillment, dan privacy terhadap satisfaction dan trust yang membentuk loyalty pada pengguna Tokopedia di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan dari teknologi internet yang semakin pesat tiap tahunnya menjadikan manusia sudah tidak dapat dipisahkan lagi dengan hal tersebut. Komunikasi dan informasi dapat diakses oleh manusia dimanapun dan kapanpun hanya dengan mengandalkan internet. Selain itu, internet memliki keguanaan juga dalam membantu manusia menjadi lebih efektif dan efisien, termasuk dapat menjadi peluang dalam kegiatan bisnis berbelanja secara elektronik yang sering disebut e-commerce. Kehadiran e-commerce di Indonesia pun sudah banyak karena mendatangkan antusias masyarakatnya seperti Tokopedia, Shopee, Bukalapak, BliBli dan lainnya. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Efficiency, System Availability, Fulfillment, dan Privacy terhadap Satisfaction dan Trust dalam membentuk Loyalty pada pengguna Tokopedia di Surabaya. Dalam meningkatkan Loyalty yang positif maka sampel yang digunakan dalam penelitian ini yaitu pengguna aplikasi Tokopedia berusia 18-60 tahun baik pria maupun wanita, berdomisili di Surabaya, mengetahui adanya promo Tokopedia, mengetahui adanya informasi privasi di aplikasi Tokopedia, dan pernah melakukan pembelian di Tokopedia minimal 3 kali dalam 6 bulan terakhir. Penelitian ini menggunakan 145 responden dan SPSS 22.0 untuk mengolah data. Hasil penelitian menunjukkan bahwa variabel yang memiliki pengaruh terbesar adalah variabel Fulfillment terhadap variabel Satisfaction sebesar 0,460; kemudian variabel yang memiliki pengaruh terbesar kedua adalah variabel Trust terhadap variabel Loyalty sebesar 0,406; terbesar ketiga adalah variabel Privacy terhadap variabel Trrust sebesar 0,360; terbesar keempat adalah Efficiency terhadap variabel Satisfaction yang memiliki pengaruh sebesar 0,299; terbesar kelima adalah variabel Satisfaction terhadap variabel Trust sebesar 0,293; terbesar keenam adalah variabel Efficiency terhadap variabel Trust sebesar 0,292; terbesar ketujuh adalah variabel Satisfaction terhadap variabel Loyalty sebesar 0,260; terbesar kedelapan adalah variabel System Availability terhadap variabel Satisfaction sebesar 0,073; terbesar kesembilan adalah variabel System Availability terhadap variabel Trust sebesar 0,023; terbesar kesepuluh adalah variabel Fulfillment terhadap variabel Trust sebesar 0,023; dan terbesar kesebelas adalah variabel Privacy terhadap variabel Satisfaction sebesar 0,006 / The development of internet technology which is growing rapidly every year makes humans inseparable from this. Communication and information can be accessed by humans anywhere and anytime only by relying on the internet. In addition, the internet also has advantages in helping humans to be more effective and efficient, including being able to become opportunities in electronic shopping business activities which are often called e-commerce. The presence of e-commerce in Indonesia has also generated a lot of enthusiasm from the community such as Tokopedia, Shopee, Bukalapak, BliBli and others. This study aims to determine how the influence of Efficiency, System Availability, Fulfillment, and Privacy on Satisfaction and Trust in forming Loyalty to Tokopedia users in Surabaya. In increasing positive Loyalty, the samples used in this study are Tokopedia application users aged 18-60 years, both male and female, domiciled in Surabaya, aware of the Tokopedia promo, aware of privacy information in the Tokopedia application, and have made minimal purchases on Tokopedia. 3 times in the last 6 months. This study used 145 respondents and SPSS 22.0 to process data. The results showed that the variable that had the greatest influence was the Fulfillment variable on the Satisfaction variable of 0.460; then the variable that had the second biggest influence was the Trust variable on the Loyalty variable of 0.406; the third largest is the Privacy variable to the Trrust variable of 0.360; the fourth largest is Efficiency on the Satisfaction variable which has an influence of 0.299; the fifth largest is the Satisfaction variable with the Trust variable of 0.293; the sixth largest was the Efficiency variable against the Trust variable of 0.292; the seventh largest is the Satisfaction variable with the Loyalty variable of 0.260; the eighth largest is the System Availability variable to the Satisfaction variable of 0.073; the ninth largest was the System Availability variable to the Trust variable of 0.023; the tenth largest is the Fulfillment variable to the Trust variable of 0.023; and the eleventh largest is the Privacy variable to the Satisfaction variable of 0.006.

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