Analisi pengaruh dimensi online covenience terhadap customer satisfaction dan behavioral intention pelanggan Tokopedia di Surabaya

Surianggo, Arif (2020) Analisi pengaruh dimensi online covenience terhadap customer satisfaction dan behavioral intention pelanggan Tokopedia di Surabaya. Masters thesis, Universtitas Pelita Harapan.

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Abstract

Perkembangan teknologi di era globalisasi saat ini telah mengalami peningkatan yang begitu cepat dan pesat. Perkembangan teknologi telah mempengaruhi gaya hidup individu ke arah yang lebih modern dengan mengikuti perkembangan zaman. Hal ini tentunya akan memberikan dampak yang besar dalam aspek kehidupan terutama dunia bisnis. Salah satunya yaitu dengan munculnya teknologi internet. Internet merupakan media komunikasi dan informasi paling efektif yang dapat menjangkau semua kalangan. Internet juga merupakan media paling populer yang dijadikan sebagai lahan untuk melakukan bisnis, yang lebih dikenal dengan istilah e-commerce (electronic commerce) Penelitian ini ditujukan untuk menganalisa pengaruh variabel access convenience, search convenience, evaluation convenience, attentiveness convenience, transaction convenience, possesion convenience, post possesion convenience, terhadap behavioral intention melalui customer satisfaction pengguna aplikasi Tokopedia di Surabaya. Sampel yang digunakan pada penelitian ini yaitu berdasarkan data dari 155 responden yang berjenis kelamin laki-laki dan perempuan, berdomisili di Surabaya, dengan batasan usia 18-60 tahun. Kuesioner diberikan kepada responden yang telah menginstall aplikasi Tokopedia pada smartphone, telah menggunakan aplikasi Tokopedia minimal 2 kali dalam 6 (enam) bulan terakhir, telah melakukan pembelian secara langsung untuk kebutuhan pribadi melalui aplikasi Tokopedia di smartphone sebanyak 2 kali dalam 6 bulan terakhir, pernah berinteraksi dengan layanan pelanggan Tokopedia dalam 6 bulan terakhir, dan sadar dengan promosi aplikasi Tokopedia. Untuk pengolahan dan penganalisaan data dalam penelitian ini menggunakan SPSS 22.0. Selanjutnya, untuk mentabulasi hasil penelitian responden, serta melakukan pengujian model penelitian adalah dengan menggunakan teknik analisis data Structural Equation Model (SEM). Temuan empiris tersebut mengidikasikan bahwa hubungan access convenience berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.161; search convenience berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.130; evaluation convenience berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.284; attentiveness convenience berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.108; transaction convenience berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.115; possesion convenience berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.142; possesion convenience berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.118; customer satisfaction berpengaruh signifikan terhadap behavioral intention dengan nilai koefisien regresi 0.845. Kata Kunci: Access Convenience, Search Convenience, Evaluation Convenience, Attentiveness Convenience, Transaction Convenience, Possesion Convenience, Post-Possesion Convenience, Customer Satisfaction, Behavioral Intention, E-Commerce / The development of technology in the current era of globalization has increased rapidly and rapidly. Technological developments have influenced individual lifestyles in a more modern direction by keeping up with the times. This of course will have a big impact in aspects of life, especially the business world. One of them is the emergence of internet technology. Internet is the most effective communication and information media that can reach all people. The internet is also the most popular medium used as a land for doing business, which is better known as e-commerce (electronic commerce). This study aims to analyze the influence of the variable access convenience, search convenience, evaluation convenience, attentiveness convenience, transaction convenience, convenience position, post position convenience, on behavioral intention through customer satisfaction of Tokopedia application users in Surabaya. The sample used in this study is based on data from 155 male and female respondents, domiciled in Surabaya, with an age limit of 18-60 years. The questionnaire was given to respondents who have installed the Tokopedia application on a smartphone, have used the Tokopedia application at least 2 times in the last 6 (six) months, have made direct purchases for personal needs through the Tokopedia application on smartphones 2 times in the last 6 months, have interacted with Tokopedia's customer service in the last 6 months, and aware of the Tokopedia application promotions. For processing and analyzing data in this study using SPSS 22.0. Furthermore, to tabulate the results of the respondents' research, as well as to test the research model is to use the Structural Equation Model (SEM) data analysis technique. These empirical findings indicate that the relationship of access convenience has a significant effect on customer satisfaction with a regression coefficient of 0.161; search convenience has a significant effect on customer satisfaction with a regression coefficient of 0.130; evaluation convenience has a significant effect on customer satisfaction with a regression coefficient of 0.284; Attentiveness convenience has a significant effect on customer satisfaction with a regression coefficient of 0.108; transaction convenience has a significant effect on customer satisfaction with a regression coefficient of 0.115; possesion convenience has a significant effect on customer satisfaction with a regression coefficient of 0.142; possesion convenience has a significant effect on customer satisfaction with a regression coefficient of 0.118; Customer satisfaction has a significant effect on behavioral intention with a regression coefficient of 0.845. Keywords: Access Convenience, Search Convenience, Evaluation Convenience, Attentiveness Convenience, Transaction Convenience, Possesion Convenience, Post-Possesion Convenience, Customer Satisfaction, Behavioral Intention, ECommerce

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