Analisis faktor-faktor pembentuk nilai pelanggan di dalam e-commerce dengan tipe produk sebagai variabel moderator

Garna, Lulu (2018) Analisis faktor-faktor pembentuk nilai pelanggan di dalam e-commerce dengan tipe produk sebagai variabel moderator. Masters thesis, Universitas Pelita Harapan.

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Abstract

Nowadays the number of internet users in Indonesia is increasingly growing with the population in Indonesia. This phenomenon has encouraged companies and entrepreneurs to create an E-commerce business. Through this phenomenon, the consumer behavior in purchase intention has changed. Consumers are very interested in products and services offering with just one click cursor only. Due to the large number of E-commerce in Indonesia today, it is necessary to know the added value for every E-commerce in customer’s value perception. In this study it is not only depend on the resources that company have yet consumers resource also has the important role. The purpose of this study is to see how much customer satisfaction or how much value that customer get after making a product purchase through Ecommerce. This study also emphasize that product type could be one of the reason for how much value that customer get. The results address that consumer’s resources (skill, consumer expertise and social expertise) have critical role in customer’s value perception and so does the firm resources (process quality and outcome quality). While the effect of this product type is not seen on the value of customer satisfaction when buying low outlay products / high frequency nor when buying high outlay / low frequency. / Di Indonesia sekarang ini jumlah pengguna internet sudah semakin banyak seiring dengan pertumbuhan populasi di Indonesia. Hal ini telah mendorong perusahaan dan para pengusaha untuk menciptakan bisnis E-commerce. Melalui fenomena ini maka timbulnya perubahan perilaku konsumen dalam berbelanja. Konsumen sekarang ini sangat menikmati banyak penawaran produk dan jasa hanya dengan satu klik kursor saja melalui E-commerce. Karena banyak nya jumlah E-commerce yang ada di Indonesia saat ini, maka perlu diketahui nilai plus bagi setiap E-commerce di mata para konsumen nya. Di dalam penelitian ini disebutkan bahwa nilai dan kepuasan pelanggan tidak hanya tergantung pada firm resource tetapi juga consumer resource. Tujuan dari peneitian ini adalah untuk melihat seberapa besar nilai kepuasan pelanggan setelah melakukan pembelian produk melalui E-commerce. Di dalam penelitin ini, tipe produk juga diuji apakah tipe produk memiliki peranan penting pada nilai kepuasan pelanggan ketika melakukan pembelian produk murah dan sering dibeli atau atau ketika melakukan pembelian produk mahal yang jarang dibeli. Hasil penelitian ini menujukan bahwa nilai kepuasan pelanggan benar dipengaruhi oleh consumer resource (skill, consumer experetise dan social expertise) dan firm resource (process quality dan Outcome Quality). Sedangkan efek dari tipe produk tidak terlihat pada nilai kepuasan pelanggan saat melakukan pembelian produk murah dan sering dibeli atau atau ketika melakukan pembelian produk mahal yang jarang dibeli.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Garna, LuluNIM01120090155UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorHutabarat, Moses L.P.NIDN0329077202UNSPECIFIED
Additional Information: T 19-15 GAR a
Uncontrolled Keywords: E-commerce ; consumer resource ; firm resource ; customer satisfaction ; product type ; online purchasing ; Jakarta
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Depositing User: Ms Devy Christiany Zega
Date Deposited: 20 May 2021 02:18
Last Modified: 17 May 2022 08:59
URI: http://repository.uph.edu/id/eprint/24378

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