Analisis pengaruh fulfillment, responsiveness, website design, privacy terhadap loyalty melalui trust dan satisfaction pada pelanggan Tokopedia di Surabaya

Bolo, Sukristiawan (2020) Analisis pengaruh fulfillment, responsiveness, website design, privacy terhadap loyalty melalui trust dan satisfaction pada pelanggan Tokopedia di Surabaya. Masters thesis, Universitas Pelita Harapan.

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Abstract

Seiring dengan perkembangan teknologi dan tingginya arus globalisasi, membawa dampak yang luar biasa bagi banyak orang di dunia. Berkembanganya teknologi informasi yang kian cepat, menyebabkan peranan telekomunikasi menjadi sangat penting sebagai penunjang kemudahan bagi masyarakat dalam melakukan aktifitas. Salah satu dampak positif dari perkembangan teknologi adalah internet. Internet secara tidak langsung memiliki pengaruh besar dalam perkembangan ilmu pengetahuan dan pandangan dunia. PT Tokopedia adalah salah sau perusahaan yang bergerak dalam industry teknologi, dimana Tokopedia menyediakan aplikasi jual bei online dengan tujuan mendorong roda ekonomi bangsa. Penelitian ini ditunjukan untuk menganalisa pengaruh variabel Fulfillment, Responsiveness, Website Design, Privacy, Trust, Satisfaction, terhadap Loyalty. Dalam meningkatkan Loyalty yang positif maka sampel yang digunakan dalam penelitian ini yaitu pelanggan Tokopedia berusia18- 60 tahun baik pria maupun wanita, berdomisili di Surabaya, Memiliki aplikasi Tokopedia, Pernah menghubungi pusat bantuan Tokopedia, pernah melakukan transaksi di Tokopediaminimal 2 kali dalam dua bulan terakhir. Penelitian ini menggunakan 110 responden dan Amos 22.0 untuk mengolahdata. Hasil penelitian menunjukan bahwa variabel yang memiliki pengaruh terbesar adalahTrust terhadap Loyalty dengan nilai koefisien regresi sebesar 0.463, pengaruh terbesar kedua adalah Satisfaction terhadap Loyalty dengan koefisien regresi sebesar 0.453, kemudian pengaruh terbesar ketiga adalah Privacy terhadap Trust dengan koefisien regresi sebesar 0.352, pengaruh terbesar keempat adalah Fulfillment terhadap Satisfaction dengan koefisien regresi sebesar 0.342, dan pengaruh terbesar kelima adalah Privacy terhadap Satisfaction dengan koefisien regresi sebesar 0.306, pengaruh terbesar keenam adalah Responsiveness terhadap Trust dengan koefisen regresi sebesar 0.306, pengaruh terbesar ketujuh adalah Trust terhadap Satisfaction dengan koefisien regresi sebesar 0.264, kemudian pengaruh terbesar kedelapan adalah Website Design terhadap Satisfaction dengan koefisien regresi sebesar 0.254, pengaruh terbesar kesembilan adalah Fulfillment terhadap Trust dengan nilai koefisien regresi sebesar 0.211, adalah Website Design terhadap Trust dengan nilai koefisien regresi sebesar 0.204, dan pengaruh terkecil adalah Responsiveness terhadap Trust dengan koefisiensi regresi sebesar 0.145. / Along with the technological developments and the high flow of globalization, it has had a tremendous impact on human in all over the world. The development of information technology has caused the role of telecommunications to be very necessary as a support for the convenience of the community in carrying out activities. One of the positive impacts of technological developments is the internet. The internet indirectly has a major influence on the development of science and world views. PT Tokopedia is one of the companies that engaged in the technology industry, where PT Tokopedia provides online selling applications with the aim of improving the nation’s economy. This research is purposed to analyze the influence of several variable as Fulfillment, Responsiveness, Website Design, Privacy, Trust, Satisfaction, on Loyalty. In increasing the positive impact on Loyalty, the sample that is used in this research are the Tokopedia’s customers aged between 18-60 years old that have installed the Tokopedia application online, both male and female domiciled in Surabaya that have reached the Tokopedia help center and have made transactions on Tokopedia for at least 2 times in the last two months. This research have had used 110 respondents and Amos 22.0 to process data. The results showed that the variable that had the greatest influence on Loyalty was Trust with a regression coefficient value of 0.436, followed with the second largest influence was Satisfaction on Loyalty with a regression coefficient of 0.453, the third largest influence was Privacy on Trust with a regression coefficient 0.352, then the fourth largest influence is Fulfillment to Satisfaction with a regression coefficient of 0.342, and the fifth largest influence is Privacy on Satisfaction with a regression coefficient of 0.306, followed with the sixth largest influence if Responsiveness to Trust with a regression coefficient 0.306, and the seventh largest influence is Trust on Satisfaction with a regression coefficient 0.264, then the eight biggest influence is Website Design on Satisfaction with a regression coefficient of 0.254, the ninth biggest influence is Fulfillment on Trust with a regression coefficient value of 0.211, followed with the Website Design towards Trust with a regression coefficient value of 0.204, and lastly as the smallest influence is Responsiveness to Trust with a regression coefficient of 0.145.

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