Analisis pengaruh ease of use, reliability, efficiency, convenience dan security terhadap customer loyalty melalui customer satisfaction dan corporate image pada pelanggan shopee di Surabaya

Kindangen, Sylveislie Debora Stella (2019) Analisis pengaruh ease of use, reliability, efficiency, convenience dan security terhadap customer loyalty melalui customer satisfaction dan corporate image pada pelanggan shopee di Surabaya. Masters thesis, Universtitas Pelita Harapan.

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Abstract

Adanya kemajuan ini disebabkan oleh banyaknya tuntutan kebutuhan masyarakat akan kemudahan-kemudahan yang diberikan oleh sebuah teknologi. Pada abad milenial ini, perbedaan wilayah bukanlah menjadi hambatan bagi manusia dalam menciptakan hubungan dimana interaksi dapat dilakukan dimana saja dan kapan saja. Pada era ini, kemajuan teknologi yang begitu pesat memberikan dampak yang besar terhadap sistem bisnis yang modern yaitu dengan menggunakan perangkat elektronik (e-commerce) dalam kegiatan perdagangan (Santoso, 2018). Tujuan dari penelitian ini adalah untuk menganalisis pengaruh faktor-faktor apa saja yang dapat mempengaruhi customer loyalty pada pelanggan Shopee di Surabaya. Jenis penelitian ini adalah penelitian kuantitatif. Metode pengumpulan data menggunakan studi pustaka dan kuesioner. Metode yang digunakan pada penelitian ini akan mengacu pada referensi yang dapat melakukan proses analisis simultan yang terkait dengan model penelitian multi variabel yaitu Structural Equation Model (SEM) dengan menggunakan software AMOS 22.0. Populasi dalam penelitian ini adalah pelanggan Shopee di Surabaya. Sampel yang digunakan adalah pelanggan Shopee di Surabaya yang melakukan pembelian atau menggunakan Shopee dalam waktu enam bulan terakhir. Hasil penelitian menunjukkan bahwa variabel Ease of use berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.342 dan C.R sebesar 2.482; variabel Reliability berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.239 dan C.R sebesar 2.050; variabel Efficiency tidak berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.105 dan C.R sebesar 0.795. Variable Convenience berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.357 dan C.R sebesar 2.552; variabel Security berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.261 dan C.R sebesar 2.209; Variabel Customer Satisfaction berpengaruh signifikan terhadap Corporate image dengan koefisien regresi sebesar 0.768 dan C.R seebesar 6.280; variabel Customer Satisfaction berpengaruh signifikan terhadap Customer Loyalty dengan koefisien regresi sebesar 0.560 dan C.R sebesar 3.492; variabel Corporate Image tidak berpengaruh Signifikan terhadap Customer Loyalty dengan koefisien regresi sebesar 0.249 dan C.R sebesar 1.681 / This progress is caused by the many demands of the community's needs for the conveniences provided by a technology. In this millennial century, regional differences are not an obstacle for humans in creating relationships where interaction can be done anywhere and anytime. In this era, rapid technological advances have had a major impact on modern business systems, namely by using electronic devices (e-commerce) in trading activities (Santoso, 2018). The purpose of this study is to analyze the influence of what factors can influence Customer Loyalty on Shopee customers in Surabaya. This type of research is quantitative research. The data collection method uses literature and questionnaires. The method used in this study will refer to references that can carry out a simultaneous analysis process associated with a multi-variable research model namely Structural Equation Model (SEM) using AMOS 22.0 software. The population in this study is Shopee customers in Surabaya. The sample used was Shopee customers in Surabaya who made purchases or used Shopee in the past six months. The results showed that the Ease of use variable significantly affected Customer Satisfaction with a regression coefficient of 0.342 and C.R of 2.482; Reliability variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.239 and C.R of 2.050; Efficiency variable does not significantly influence Customer Satisfaction with a regression coefficient of 0.105 and C.R of 0.795. Variable Convenience has a significant effect on Customer Satisfaction with a regression coefficient of 0.357 and C.R of 2.552; Security variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.261 and C.R of 2.209; Customer Satisfaction variable has a significant effect on Corporate image with a regression coefficient of 0.768 and C.R as large as 6,280; Customer Satisfaction variable has a significant effect on Customer Loyalty with a regression coefficient of 0.560 and C.R of 3.492; Corporate Image variable has no significant effect on Customer Loyalty with a regression coefficient of 0.249 and C.R of 1.681

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