Pengaruh e-satisfaction dan e-trust terhadap e-loyalty pelanggan e-commerce Lazada Indonesia

Keles, Gaby Evie Sandrina (2018) Pengaruh e-satisfaction dan e-trust terhadap e-loyalty pelanggan e-commerce Lazada Indonesia. Masters thesis, Universitas Pelita Harapan.

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Abstract

The purpose of this study is to examine the effect of convenience, benefits and enjoyment to e-satisfaction; the effect of security, clear shopping process, reliable payment system and benevolence to e-trust; the effect of e-satisfaction and e-trust towards e-loyalty. Quantitative method was used in this study. The target population is people living in Jabodetabek and have shopping experience at ecommerce site Lazada, from January to March 2018. Questionnaires with Likert scale were distributed to obtain the data in this study. The total number of respondents used in this study is 400 respondents. This study uses non-probability sampling method with purposive sampling technique. SEM-PLS was performed to analyze the measurement and structural models using SmartPLS program. The result shows that customer enjoyment has a positive effect on e-satisfaction but convenience and customer benefits do not have a positive effect on e-satisfaction. Furthermore, security, reliable payment system and benevolence have a positive effect on e-trust but clear shopping process has no positive effect on e-trust. Finally, e-satisfaction and e-trust have a positive relationship on e-loyalty of the ecommerce Lazada Indonesia’s customers. / Tujuan penelitian ini adalah untuk menguji pengaruh convenience, benefits dan enjoyment terhadap e-satisfaction; pengaruh security, clear shopping process, reliable payment system dan benevolence terhadap e-trust; pengaruh e-satisfaction dan e-trust terhadap e-loyalty. Penelitian ini merupakan penelitian kuantitatif. Populasi sasarannya adalah orang-orang yang tinggal di Jabodetabek dan memiliki pengalaman belanja di situs e-commerce Lazada dari bulan Januari sampai bulan Maret tahun 2018. Penyebaran kuesioner dengan skala Likert dilakukan untuk mendapatkan data dalam penelitian ini. Total jumlah responden yang digunakan pada penelitian ini adalah sebanyak 400 responden. Penelitian ini menggunakan metode non-probability sampling dengan teknik purposive sampling. Analisis data yang digunakan adalah menggunakan PLS-SEM dengan menggunakan program SmartPLS. Hasil yang didapatkan dari penelitian ini adalah customer enjoyment memiliki pengaruh positif terhadap e-satisfaction, tetapi convenience, customer benefits tidak memiliki pengaruh positif terhadap e-satisfaction. Selanjutnya, Security Reliable payment system dan benevolence memiliki pengaruh positif terhadap e-trust akan tetapi clear shopping process tidak memiliki pengaruh positif terhadap e-trust. Terakhir, e-satisfaction dan e-trust terbukti keduanya memiliki hubungan yang positif terhadap e-loyalty pelanggan e-commerce Lazada Indonesia.

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