Pengaruh e-servqual dan e-wom terhadap kepuasan dan niat pembelian kembali pelanggan pada situs web Shopee

Giandra, Ferren (2022) Pengaruh e-servqual dan e-wom terhadap kepuasan dan niat pembelian kembali pelanggan pada situs web Shopee. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian awal terhadap 30 responden menemukan fenomena bahwa meskipun mayoritas responden menyatakan Shopee memiliki beberapa kekurangan pada kualitas layanan, tetapi seluruh responden tetap percaya pada situs web Shopee. Selanjutnya, walaupun mayoritas responden sangat puas dengan kualitas layanan secara keseluruhan pada situs web Shopee, tetapi kepuasan belum sepenuhnya mendorong responden untuk menyebarkan hal-hal baik tentang Shopee kepada orang lain melalui media sosial. Maka, diperlukan penelitian tentang e-servqual dan E-WOM terhadap kepuasan dan niat pembelian kembali pelanggan pada situs web Shopee. Subjek penelitian ini merupakan individu yang pernah mengakses dan melakukan pembelian berulang kali pada situs web Shopee. Teknik pengambilan sampel menggunakan non-probability purposive sampling dengan menyebarkan kuesioner online kepada 339 responden. Metode pengolahan data yang digunakan adalah Partial Least Square – Structural Equation Modeling (PLS-SEM) menggunakan software SmartPLS. Hasil penelitian menunjukkan bahwa kelima dimensi (desain situs web, keandalan, daya tanggap, kepercayaan, dan personalisasi) berpengaruh terhadap kualitas layanan secara keseluruhan. Kualitas layanan secara keseluruhan berpengaruh terhadap kepuasan pelanggan. Kepuasan pelanggan berpengaruh terhadap niat pembelian kembali. Sedangkan, E-WOM tidak berpengaruh terhadap niat pembelian kembali. Implikasi manajerial yang dapat dilakukan Shopee adalah pembentukan nilai kepercayaan melalui peningkatan keamanan sistem pembayaran, seperti enkripsi data, maintenance berkala, dan pemberitahuan terkait pembuatan password pada situs web Shopee./The initial research on 30 respondents found that although the majority of respondents stated that Shopee had several deficiencies in service quality, all respondents still regard Shopee with high credibility. Furthermore, although the majority of respondents are very satisfied with the overall service quality on the Shopee website, satisfaction has not fully encouraged respondents to spread good things about Shopee to others via social media. So, research is needed on e-servqual and E-WOM on customer satisfaction and repurchase intentions on the Shopee website. The subjects of this study were individuals who have accessed and made purchases repeatedly on the Shopee website. The sampling technique used is the non-probability purposive sampling via online distribution to 339 respondents. The data processing method used is Partial Least Square – Structural Equation Modeling (PLS-SEM) using software SmartPLS. The results of the study show that the five dimensions (website design, reliability, responsiveness, trust and personalization) affect the overall service quality. Overall service quality affects customer satisfaction. Customer satisfaction affects the intention to repurchase. Meanwhile, E-WOM has no effect on repurchase intention. The managerial implications that Shopee can do are building trust values through improving payment system security, such as data encryption, maintenance, and notifications regarding password on the Shopee website.

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