Customer trust model: Pengaruh satisfaction dan e-service quality terhadap repurchase intention Lazada

Chandra, Houman Darius (2021) Customer trust model: Pengaruh satisfaction dan e-service quality terhadap repurchase intention Lazada. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

“Customer Trust Model: Pengaruh Satisfaction dan E-Service Quality terhadap Repurchase Intention Lazada” Penelitian ini memiliki tujuan untuk menguji pengaruh satisfaction dan e- service quality terhadap trust dan satisfaction, e-service quality, dan trust terhadap repurchase intention. Dalam beberapa tahun terakhir, masyarakat Indonesia memiliki kecenderungan melakukan pembelian secara daring melalui e-commerce meningkat dengan tinggi. Salah satu e-commerce yang bergerak secara umum adalah Lazada. Pada kuartal pertama tahun 2021 Lazada menempati peringkat keempat di Indonesia, peringkat kedua dalam pengunduhan di PlayStore, Peringkat ketiga dalam pengunduhan di App Store, dan memiliki kunjungan melalui facebook sebesar 31.364.410 pengunjung, kunjungan melalui Facebook ini paling tinggi jika dibandingkan dengan e-commerce lainnya. Meskipun peringkat download dan kunjungan yang tinggi, Lazada tidak pernah mendapatkan peringkat pertama di Indonesia. Maka penelitian mengenai satisfaction dan e-service quality terhadap repurchase intention Lazada perlu dilakukan. Teknik pengambilan sampel pada penelitian ini menggunakan teknik non-probability sampling yaitu purposive sampling, di mana responden merupakan pengguna Lazada, secara khusus berada di wilaya JABODETABEK dan sekitarnya. Sampel dalam penelitian ini berjumlah 270 responden dengan menggunakan kuesioner elektronik sebagai media pengumpulan data. Pengolahan data menggunakan analisis validitas, reliabilitasm dan analisis statisitik, pengolahan data menggunakan Partial Least Square – Structural Equation Modeling (PLS-SEM) diolah menggunakan software SmartPLS. Hasil dari penelitian ini menunjukan bahwa variabel satisfaction memiliki pengaruh secara langsung terhadap variabel repurchase intention, variabel e-service quality tidak memiliki pengaruh langsung terhadap variabel trust, dan variabel trust memiliki pengaruh langsung terhadap variabel repurchase intention. Referensi: (2010 – 2021) Kata Kunci: Satisfaction, e-service quality, trust, repurchase intention / “Customer Trust Model: Infuluence of Satisfaction and E-Service Quality Towards Repurchase Intention Lazada” The purpose of this research is to find positive influence of satisfaction and e-service quality towards trust, and influence of satisfaction, e-service quality, and trust towards repurchase intention. In the past few years, many Indonesian citizens showing the tendency in purchasing products. One of the example of general e-commerce is Lazada. In the first quartal year 2021, Lazada ranked four in Indonesia, ranked two in Play Store, ranked three in App Store, and has the highest visitors through Facebook around 31.364.410, this visitors from Facebook are the highest compared to other e-commerce. Despite the high download ranking and high traffic ratings, Lazada never got a first place in Indonesia. This prompts research upon satisfaction, e-service quality on Lazada’s repurchase intention need to be done. This study uses non-probability sampling technique that is purposive sampling, where respondents are Lazada customer within JABODETABEK area. The sample size used in this study amounts to 270 respondents using electronic questioner as a form of data collection. Data is treated using validity reliability, and statistical analysis, and then the data being processed using Partial Least Square – Structural Equation Modeling (PLS – SEM) using SmartPLS. The result of this research concludes that satisfaction is directly affect repurchase intention, e-service quality does not directly affect repurchase intention, and trust is directly affecting the repurchase intention. Reference: (2010 – 2021) Keywords: Satisfaction, e-service quality, trust, repurchase intention

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