Analisis pengaruh faktor efficiency, requirement fulfillment, system accessibility, dan privacy dalam membentuk customer satisfaction dan customer loyalty pada pelanggan Shopee di Surabaya

Christy, Vincentius Evan (2022) Analisis pengaruh faktor efficiency, requirement fulfillment, system accessibility, dan privacy dalam membentuk customer satisfaction dan customer loyalty pada pelanggan Shopee di Surabaya. Masters thesis, Universitas Pelita Harapan.

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Abstract

Dengan adanya perkembangan jaman terdapat lagi perubahan yang terjadi dalam pasar, dimana muncul yang namanya E-Commerce. dimana pengertian E- Commerce ini adalah suatu model transaksi masa depan, dimana semua dilakukan secara online dan menghilangkan tatap muka antara penjual dan pembeli. Industri dari e-commerce sudah berkembang sangat pesat di Indonesia. beberapa e- commerce pun mempunyai aplikasi yang bisa di install langsung di handphone. Salah satu E-Commerce di Indonesia, yang akan di bahas dalam penelitian kali ini adalah Shopee. Pada 2015, Shopee pertama kali diluncurkan di Singapura dan akhirnya berkembang ke negara-negara lain salah satunya Indonesia. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh efficiency, requirement fulfillment, system accessibility, dan privacy dalam membentuk customer satisfaction dan customer loyalty. Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan di bidang manajemen khususnya seberapa besar pengaruh efficiency, requirement fulfillment, system accessibility, dan privacy dalam membentuk customer satisfaction dan customer loyalty pada pelanggan Shopee di Surabaya. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan AMOS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 123 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, dan pernah membeli di shopee dalam 6 bulan terakhir. Hasil penelitian menunjukkan bahwa efficiency dengan koefisien regresi sebesar 0.97 secara positif dan tidak signifikan mempengaruhi customer satisfaction; requirement fulfillment dengan koefisien regresi sebesar 0.241; system accessbility dengan koefiesien regresi sebesar 0.402; dan privacy dengan koefiesien regresi sebesar 0.437 secara positif dan signifikan mempengaruhi customer satisfaction; efficiency dengan koefiesien regresi sebesar 0.003; requirement fulfillment dengan koefisien regresi sebesar 0.093; system accessbility dengan koefiesien regresi sebesar 0.013; dan privacy dengan koefiesien regresi sebesar 0.041 secara postif dan tidak signifikan mempengaruhi customer loyalty, customer satisfaction dengan koefsien regresi sebesar 0.557 secara positif dan signifikan mempengaruhi customer loyalty. / With the development of the era, there are more changes that occur in the market, where the name E-Commerce appears. where the understanding of E- Commerce is a future transaction model, where everything is done online and eliminates face-to-face between sellers and buyers. The industry of e-commerce has grown very rapidly in Indonesia. Some e-commerce also have applications that can be installed directly on the cellphone. One of the E-Commerce in Indonesia, which will be discussed in this research is Shopee. In 2015, Shopee was first launched in Singapore and eventually expanded to other countries, including Indonesia The purpose of this study was to determine the effect of efficiency, requirement fulfillment, system accessibility, and privacy in developing customer satisfaction and customer loyalty .The expected benefits of this research is to increase the repertoire of knowledge in the field of management, especially how large the influence of efficiency, requirement fulfillment, system accessibility, and privacy in developing customer satisfaction and customer loyalty for Shopee customers in Surabaya. This study is causal. The method used is quantitative methods of processing the data using AMOS. Data was collected by distributing questionnaires to 123 respondents with the characteristics of male and female respondents aged 18-60 years, and bought at shopee in the last six months. The results showed that efficiency with regression coefficient of 0.97 positive and not significantly affect customer satisfaction; requirement fulfillment with regression coefficient of 0.241, system accessbility with regression coefficient of 0.402, and privacy with regression coefficient of 0.437, positive and significantly affect customer satisfaction; efficiency with regression coefficient of 0.003; requirement fulfillment with regression coefficient of 0.093, system accessbility with regression coefficient of 0.013, and privacy with regression coefficient of 0.041, positive and not significantly affect customer loyalty; customer satisfaction with regression coefficient of 0.557 positive and significantly affect customer loyalty.

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