Pengaruh Organizational Reputatuion, E-Trust Dan E-Satisfication Terhadap E-Loyalty Konsumen Blibli Di Jabodetabek

Prasetyo, Safira (2022) Pengaruh Organizational Reputatuion, E-Trust Dan E-Satisfication Terhadap E-Loyalty Konsumen Blibli Di Jabodetabek. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Bertumbuhnya perekonomian yang didukung oleh teknologi menghasilkan suatu pergeseran dari era konvensional menjadi digital, dampak tersebut sangat dirasakan didalam dunia komersil, dimana munculnya e-commerce menjadi salah satu bukti nyata pergeseran tersebut. Salah satu e-commerce di Indonesia yang menjadi salah satu pelopor adalah Blibli, dimana pada awalnya Blibli merupakan salah satu dari tiga besar e-commerce di Indonesia, namun sayangnya terapat penurunan jumlah pengguna yang menyebabkan Blibli saat ini mengalami stagnansi disaat e-commerce lainnya justru mengalami peningkatan jumlah pengguna. Stagnansi tersebut sebagian besar diatribusikan kepada rendahnya jumlah pengguna baru dan kegagalan Blibli dalam mempertahankan pengguna lama. Oleh karena itu penelitian ini dilakukan untuk mencari tahu faktor yang menyebabkan loyalitas konsumen Blibli menjadi rendah, dimana determinan utama yang diperhitungkan adalah organizational reputation, e-trust, dan e-satisfaction. Penelitian ini dilakukan secara kuantitatif, menggunakan kuesioner yang disebarkan secara online, dengan jumlah sampel sebanyak 273 responden yang didapatkan dengan menggunakan teknik non- probability sampling dan metode purposive sampling, data yang didapatkan kemudian diolah menggunakan aplikasi statistik SmartPLS. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan dan positif dari organizational reputation terhadap e-satisfaction, e-trust, dan e-loyalty, kemudian terdapat juga pengaruh yang signifikan dan positif dari e-satisfaction dan e-trust terhadap e-loyalty. Oleh karena itu secara keseluruhan penelitian ini membuktikan pentingnya organizational reputation, e-satisfaction, dan e-trust dalam membangun e-loyalty yang baik./The growth of the economy supported by technology has resulted in a shift from the conventional to digital era, the impact is very much felt in the commercial world, where the emergence of e-commerce is one clear evidence of this shift. One of the e- commerce companies in Indonesia that became one of the pioneers was Blibli, where at first Blibli was one of the top three e-commerce sites in Indonesia, but unfortunately there was a decrease in the number of users which caused Blibli to experience stagnation while other e-commerce companies actually experienced an increase in the number of users. The stagnation is largely attributed to the low number of new users and Blibli's failure to retain existing users. Therefore, this study was conducted to find out the factors that cause Blibli's consumer loyalty to be low, where the main determinants taken into account are organizational reputation, e- trust, and e-satisfaction. This research was conducted quantitatively, using a questionnaire distributed online, with a total sample of 273 respondents obtained using non-probability sampling techniques and purposive sampling methods, the data obtained were then processed using the SmartPLS statistical application. The results showed that there was a significant and positive effect of organizational reputation on e-satisfaction, e-trust, and e-loyalty, then there was also a significant and positive effect of e-satisfaction and e-trust on e-loyalty. Therefore, overall this research proves the importance of organizational reputation, e-satisfaction, and e-trust in building good e-loyalty.

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