Pengaruh perceived ease of use, perceived usefulness, personal innovativeness, terhadap kesetiaan pelanggan melalui kepuasan pelanggan situs berbelanja online Tokobagus.com di Surabaya

Victor, NIM01120100002 (2014) Pengaruh perceived ease of use, perceived usefulness, personal innovativeness, terhadap kesetiaan pelanggan melalui kepuasan pelanggan situs berbelanja online Tokobagus.com di Surabaya. Bachelor thesis, 01120100002.

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Abstract

Dalam perkembangannya internet sekarang bukan hanya berfungsi sebagai media informasi dan media komunikasi saja. Tetapi sebagai sarana untuk berjualan ataupun berbelanja. Di Indonesia sendiri, masyarakat mulai melakukan penjualan dan pembelian produk secara online. Sehingga internet juga dapat menambah pendapatan seseorang dalam bidang perekonomian. Tokobagus.com adalah pusat jual beli online terbesar di Indonesia berdiri sejak tahun 2005, saat ini memiliki 3 juta pelanggan dengan 1,4 juta barang yang dijual. Tempat untuk mencari barang baru dan bekas berkualitas seperti produk handphone murah, komputer, fashion, mobil bekas, motor, rumah dan properti, peralatan rumah tangga, aneka jasa dan juga lowongan kerja. Penelitian ini dilakukan untuk menganalisa Pengaruh perceived ease of use, perceived usefulness, personal innovativeness, terhadap kesetiaan pelanggan melalui kepuasan pelanggan situs berbelanja online tokobagus.com di surabaya. Hasil penelitian ini diharapkan dapat digunakan oleh tokobagus.com dalam mengembangkan strategi yang tepat untuk meningkatan kesetiaan pelanggan di Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan teknis analisis Structural Equation Model dan program AMOS 16.0. Sampel yang digunakan pada penelitian ini yaitu pelanggan situs berbelanja online tokobagus.com yang pernah melakukan pembelian yang berjumlah 100 orang, berdomisili di kota Surabaya dengan rentang usia 16-60 tahun dan pernah melakukan pembelian di tokobagus.com lebih dari sekali dalam 6 bulan terakhir. Kuesioner disebarkan kepada responden dengan menggunakan non probability sampling dan snowball sampling. Hasil penelitian ini menunjukan bahwa perceived ease of use, perceived usefulness, dan personal innovativeness memiliki pengaruh positif dan signifikan pada kepuasan pelanggan. Selain itu, kepuasan pelanggan juga mempengaruhi kesetiaan pelanggan secara positif dan signifikan / In the development of the internet is now not only serves as a medium of information and communication media alone. But as a means to sell or shop. In Indonesia, people are starting to make the sale and purchase products online. So the internet can also add to a person's income in the economy. Tokobagus.com is the largest online trading center in Indonesia established since 2005, currently has 3 million subscribers with 1.4 million items sold. The place to look for new and used goods such as cheap mobile products, computers, fashion, used cars, motorcycles, homes and property, household appliances, miscellaneous services and also job. This study was conducted to analyze the Effects of perceived ease of use, perceived usefulness, personal innovativeness, on customer loyalty through customer satisfaction of online shopping sites tokobagus.com in Surabaya. The results of this research can be used by tokobagus.com in developing appropriate strategies to increase customer loyalty in Surabaya. This study uses a quantitative approach to technical analysis and Structural Equation Models AMOS 16.0 program. The sample used in this study is an online shopping site tokobagus.com customers who've made a purchase totaling 100 persons, domiciled in the city of Surabaya with age range 16-60 years and never made a purchase on tokobagus.com more than once in the last 6 months. The questionnaire distributed to respondents using non-probability sampling and snowball sampling. These results indicate that perceived ease of use, perceived usefulness, and personal innovativeness has a positive and significant impact on customer satisfaction. In addition, customer satisfaction is also positively affect customer loyalty and significant

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