Analisis pengaruh reliability, feature, design, shipping, reputation terhadap customer loyalty melalui customer satisfaction pada pelanggan aplikasi tokopedia di Surabaya

Wijaya, Jonathan Clarence (2022) Analisis pengaruh reliability, feature, design, shipping, reputation terhadap customer loyalty melalui customer satisfaction pada pelanggan aplikasi tokopedia di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Tokopedia merupakan perusahaan perdagangan elektronik atau sering disebut toko daring. Sejak didirikan pada tahun 2009. Tokopedia telah bertransformasi menjadi sebuah unicorn yang berpengaruh tidak hanya di Indonesia tetapi juga di Asia Tenggara. Hingga saat ini, Tokopedia termasuk marketplace yang paling banyak dikunjungi oleh masyarakat Indonesia. Penelitian ini bertujuan mencari faktor yang berpengaruh terhadap Customer Loyalty melalui Customer Satisfaction pelanggan Tokopedia di Surabaya. Penelitian ini bermanfaat untuk industri marketplace Indonesia yang biasanya disebut toko berbelanja online khususnya untuk membuat seorang konsumen menjadi loyal terhadap kepuasan agar bisnis berbelanja online dapat bertahan di pasar dalam jangka panjang. Penelitian ini bersifat kausal dengan metode kuantitatif dengan menggunakan software SPSS 20.0 untuk membantu proses pengolahan data primer dari pelanggan Tokopedia di Surabaya yang dikumpulkan dengan teknik Snowball Sampling. Dalam penelitian ini ditemukan bahwa loyalitas terhadap kepuasaan pelanggan dapat terjadi jika seseorang dipengaruhi dengan urutan terbesar oleh Reliability, Feature, Design, Shipping, Reptation. Tokopedia berhasil mengatasi hambatan ini sehingga menjadi kekuatan utama Tokopedia dalam membangun kepuasan pelanggan / Tokopedia is an electronic trading company or often called an online shop. Since its founding in 2009, Tokopedia has transformed into a unicorn that is influential not only in Indonesia but also in Southeast Asia. Until now, Tokopedia is one of the most visited marketplaces by the Indonesian people. This study aims to find factors that influence Customer Loyalty through Tokopedia's Customer Satisfaction in Surabaya. This research is useful for the Indonesian marketplace industry, which is usually called an online shopping store, especially to make a consumer loyal to satisfaction so that online shopping businesses can survive in the market in the long term. This research is causal with quantitative method using software SPSS 20.0 to assist the processing of primary data from Tokopedia customers in Surabaya which was collected using the Snowball Sampling technique. In this study it was found that loyalty to customer satisfaction can occur if someone is influenced in the greatest order by Reliability, Feature, Design, Shipping, Reptation. Tokopedia managed to overcome this obstacle so that it became Tokopedia's main strength in building customer satisfaction.

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