The influence of web design, customer service, security, and fulfillment towards customers satisfaction and repurchase intention at Lazada in Medan

Laurence, Roderick (2023) The influence of web design, customer service, security, and fulfillment towards customers satisfaction and repurchase intention at Lazada in Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The large number of alternative e-commerce options that consumers can use with the same variety of offers means that consumer visits and purchases at Lazada do not meet expectations and are still far from being compared to several other e-commerce sites. The low number of consumers who make visits to make purchases again at Lazada is known to occur due to dissatisfaction from consumers after their purchase and having an unpleasant experience which causes them to start switching to other e-commerce. The decline in consumer satisfaction using Lazada is known to be caused by various things including web design, service, security, and fulfillment. Primary and secondary data are used in this research, the questionnaires are distributed to Lazada customers in Medan, data is measured by validity and reliability test. The sampling method used in this study is non-probability sampling method, specifically snowball sampling. The data is analyzed using SPSS 26.00, the research model is being tested using normality, heteroscedasticity, multicollinearity, and linearity test. The data also tested with linear regression, multiple linear regression, and coefficient of determination test, then hypothesis test are done with F-Test and T-Test. The purpose of this study is to evaluate between Web Design, Customer Service, Security, Fulfillment has the greatest influence on Customer Satisfaction and Repurchase Intention of Lazada customers in Medan. The study has indicated that Web Design, Customer Service, Security, Fulfillment are having significant influence towards Customer Satisfaction of Lazada partially and simultaneously. Also, Customer Satisfaction of Lazada is having significant influence towards Repurchase Intention both partially and simultaneously of Lazada customers in Medan. / Banyaknya pilihan alternatif e-commerce yang dapat digunakan konsumen dengan variasi penawaran yang sama membuat kunjungan dan pembelian konsumen di Lazada belum sesuai ekspektasi dan masih jauh dibandingkan dengan beberapa situs e-commerce lainnya. Rendahnya jumlah konsumen yang melakukan kunjungan untuk melakukan pembelian kembali di Lazada diketahui terjadi karena adanya ketidakpuasan konsumen setelah melakukan pembelian dan adanya pengalaman tidak menyenangkan yang menyebabkan mereka mulai beralih ke e-commerce lain. Menurunnya kepuasan konsumen dalam menggunakan Lazada diketahui disebabkan oleh berbagai hal antara lain desain web, layanan, keamanan, dan pemenuhan. Data primer dan sekunder digunakan dalam penelitian ini, kuesioner disebarkan kepada pelanggan Lazada di Medan, data diukur dengan uji validitas dan reliabilitas. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah metode non-probability sampling, yaitu snowball sampling. Data dianalisis menggunakan SPSS 26.00, model penelitian diuji menggunakan uji normalitas, heteroskedastisitas, multikolinearitas, dan linieritas. Data juga diuji dengan regresi linier, regresi linier berganda, dan uji koefisien determinasi, kemudian uji hipotesis dilakukan dengan Uji F dan Uji T. Tujuan dari penelitian ini adalah untuk mengevaluasi antara Web Design, Customer Service, Security, Fulfillment yang mempunyai pengaruh paling besar terhadap Customer Satisfaction dan Repurchase Intention pada pelanggan Lazada di Medan. Hasil penelitian menunjukkan bahwa Desain Web, Layanan Pelanggan, Keamanan, Pemenuhan mempunyai pengaruh yang signifikan terhadap Kepuasan Pelanggan Lazada secara parsial dan simultan. Kepuasan Pelanggan Lazada juga berpengaruh signifikan terhadap Repurchase Intention baik secara parsial maupun simultan pada pelanggan Lazada di Medan.

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