Analisis faktor-faktor yang mempengaruhi customer loyalty pelanggan lazada di Surabaya

Imanto, Cleofilo Harseldy (2019) Analisis faktor-faktor yang mempengaruhi customer loyalty pelanggan lazada di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Teknologi sangatlah berpengaruh dalam berbagai hal. Teknologi juga mempunyai kelebihan dan kekurangan, sehingga masyarakat diharuskan untuk mampu menggunakan sebaik-baiknya. Internet merupakan salah satu bentuk teknologi yang kini makin berkembang di kalangan anak-anak hingga dewasa.Internet bertujuan untuk memudahkan masyarakat dalam mengakses berbagai hal. Masyarakat modern cenderung menginginkan sesuatu yang mudah dan praktis, sehingga peran internet sangatlah berpengaruh di era modern ini, salah satunya yaitu online shop. Online shop adalah suatu situs yang menyediakan berbagai macam kebutuhan masyarakat, dimulai dari kebutuhan primer, sekunder, hingga tersier.Lazada adalah salah satu dari online shop yang menyediakan kemudahan dan memenuhi kebutuhan masyarakat, khususnya di Surabaya. Penelitian ini ditujukan untuk menganalisa pengaruh variabelperceived ease of use, web design, responsiveness, customization, assurance, terhadap customer loyalty melalui customer satisfactiondan trust pelanggan Lazada di Surabaya. Sampel yang digunakan pada penelitian ini yaitu pada laki-laki dan wanita, berusia 18-60 tahun yang tinggal di kota Surabaya sejumlah 160 responden yang melakukan pembelian untuk keperluan pribadi dan pernah melakukan pembelian dalam kurun waktu 2 kali dalam 2 bulan terakhir. Untuk pengolahan dan penganalisaan data dalam penelitian ini yaitu dengan menggunakan SPSS 22 sebagai software untuk mengolah data. Temuan empiris tersebut mengindikasi bahwa hubungan perceived ease of use memiliki pengaruh terhadap customer satisfaction dengan koefisian regresi sebesar 0.016, web design memiliki pengaruh terhadap customer satisfaction dengan koefisian regresi sebesar 0.061, responsiveness memiliki pengaruh terhadap customer satisfaction dengan koefisian regresi sebesar 0.048, customization memiliki pengaruh terhadap customer satisfaction dengan koefisian regresi sebesar 0.864, assurance tidak memiliki pengaruh terhadap customer satisfaction dengan koefisian regresi sebesar 0.081,customer satisfaction memiliki pengaruh terhadap trust dengan koefisian regresi sebesar 0.496, customer satisfaction memiliki pengaruh terhadap customer loyalty dengan koefisian regresi sebesar 0.197, trust memiliki pengaruh terhadap customer loyalty dengan koefisian regresi sebesar 0.211 / The technology is extremely influential in various things. The technology also has its advantages and disadvantages, so that the society is required to able to use as well as possible. The Internet is a form of technology that is now growing among children up to adults. Internet aims to facilitate the community in accessing a variety of things. Modern society tend to want something that is easy and practical, so that the role of the internet is very influential in this modern era, one of them i.e. online shop. Online shop is a site that provides a variety of community needs, starting from the needs of primary, secondary, and tertiary. Lazada is one of the online shop which provides convenience and meeting the needs of manyarakat, especially in Surabaya. This study aimed to analyze the influence of variables perceived ease of use, web design, customization, responsiveness, assurance, against customer loyalty through customer satisfaction and trust customers Lazada in Surabaya. The sample used in this study in men and women, aged 18-60 years who lives in the city of Surabaya, a number of 160 respondents who make purchases for personal use and never make a purchase within 2 times within 2 last month. For processing and penganalisaan data in this study i.e. by using SPSS 22 as a software to process data. The empirical findings indicated that the relationships perceived ease of use has an impact on customer satisfaction with a koefisian regression of 0.016, web design has an impact on customer satisfaction with the regression of koefisian 0.061, responsiveness to have an impact on customer satisfaction with a koefisian regression of 0.048, customization has the effect on customer satisfaction with a koefisian regression of 0.864, assurance has no influence towards customer satisfaction with a koefisian regression of 0.081, customer satisfaction has influence on trust with the koefisian regression of 0.496, customer satisfaction has influence on customer loyalty with koefisian regression of 0.197, trust has an impact on customer loyalty, with a koefisian regression of 0.211

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