Analisis pengaruh information quality, privacy concerns, perceived security, product variety, product delivery, terhadap customer loyalty melalui customer satisfaction pada pelanggan shopee di Surabaya

Kusumo, Nicco Hadi (2023) Analisis pengaruh information quality, privacy concerns, perceived security, product variety, product delivery, terhadap customer loyalty melalui customer satisfaction pada pelanggan shopee di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Di era perkembangan jaman yang begitu pesat saat ini, nilai konsumsi dari online shopping semakin meningkat. Kepraktisan dan keefisienan untuk dapat melakukan pembelian akan kebutuhan menjadi faktor yang menjadi perhatian masyarakat yang hidup di era ini. Hal tersebut membuat para pelaku online shopping berlomba-lomba untuk bersaing agar menjadi online shopping yang dipilih oleh masyarakat dan meraup keuntungan sebesar mungkin, dan salah satunya adalah Shopee. Shopee merupakan sebuah aplikasi jual beli online berbasis aplikasi mobile, yang saat ini sedang berkembang di Indonesia. Sebagai sebuah marketplace tentunya Shopee memiliki sejumlah kompetitor yang hadir dengan berbagai inovasi agar dapat menguasai pasar. Banyaknya kompetitor tersebut membuat Shopee harus mau untuk mengkaji ulang faktor apa sajakah yang menjadi kekuatan dan kelemahan dari Shopee, agar dapat berbenah dan berkembang untuk siap menghadapi kompetitor yang ada. Penelitian ini bertujuan untuk menganalisa pengaruh dari variabel Information Quality, Privacy Concerns, Perceived Security, Product Variety, Product Delivery Terhadap Customer Loyalty Melalui Customer Satisfaction Pada Pelanggan Shopee Di Surabaya. Penelitian ini menggunakan sampel pria atau wanita yang berdomisili di Surabaya dan yang telah menggunakan Shopee dalam kurun waktu minimal 2 kali dalam 6 bulan terakhir, berusia 18-60 tahun, dengan 156 responden. Penelitian ini menggunakan AMOS 22 sebagai pengolahan dan analisa data. Hasil pada penelitian ini menunjukan bahwa variabel Privacy Concerns tidak berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0,175, variabel Information Quality berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0,199, variabel Product Variety berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0,329, variabel perceived security berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0,425, variabel Product Delivery berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0,483 dan variabel Customer Satisfaction memiliki pengaruh signifikan terhadap Customer Loyalty dengan koefisien regresi sebesar 0,610. / In the current era of rapid development, the consumption value of online shopping is increasing. The practicality and efficiency of being able to make purchases of necessities are factors that are of concern to people living in this era. This makes online shoppers vying to compete to become the online shopping chosen by the community and reap the greatest possible profits, and one of them is Shopee. Shopee is an online buying and selling application based on mobile applications, which is currently developing in Indonesia. As a marketplace, of course, Shopee has a number of competitors who come with various innovations in order to dominate the market. The number of competitors makes Shopee must be willing to review what factors are the strengths and weaknesses of Shopee, in order to improve and develop to be ready to face existing competitors. This study aims to analyze the effect of the variables Information Quality, Privacy Concerns, Perceived Security, Product Variety, Product Delivery on Customer Loyalty through Customer Satisfaction on Shopee Customers in Surabaya. This study uses a sample of men or women who live in Surabaya and who have used Shopee at least 2 times in the last 6 months, aged 18-60 years, with 156 respondents. This study uses AMOS 22 as data processing and analysis. The results of this study indicate that the Privacy Concerns variable has no significant effect on Customer Satisfaction with a regression coefficient of 0.175, the Information Quality variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.199, the Product Variety variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.329, the variable Perceived security has a significant effect on Customer Satisfaction with a regression coefficient of 0.425, the Product Delivery variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.483 and the Customer Satisfaction variable has a significant effect on Customer Loyalty with a regression coefficient of 0.610.

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