Analisis pengaruh system quality, information quality, e-service quality terhadap perceived value of the consumer/seller relationship dan pada akhirnya berpengaruh pada online loyalty pengguna Lazada di Surabaya

Nurfahrezy, Andy Aulia (2023) Analisis pengaruh system quality, information quality, e-service quality terhadap perceived value of the consumer/seller relationship dan pada akhirnya berpengaruh pada online loyalty pengguna Lazada di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan teknologi di Indonesia akan menjadi salah satu faktor penting dalam pembangunan ekonomi. Menjadi titik penting dalam perkembangan e-commerce di Indonesia. Pada kesempatan ini, kita akan melalui analisa pertumbuhan e-commerce di Indonesia, kebijakan pemerintah dan pengaruhnya terhadap e-commerce di Indonesia, serta prospek dan tantangan e-commerce di Indonesia. Banyak sekali platform layanan online shopping yang hadir untuk memenuhi kebutuhan tersebut. Salah satu layanan online shopping yang populer adalah Lazada. Lazada memiliki keunggulan yang berbeda dari kompetitornya seperti Tokopedia, Shopee, dan Bli bli. Layanan seperti program pembelian grup, pengembalian dana cepat dan layanan pelanggan yang luar biasa membuat Lazada istimewa. Tujuan dari penelitian ini adalah untuk menganalisis variabel-variabel yang mempengaruhi online loyalty dan perceived value antara lain system quality, information quality, e-service quality pada pengguna Lazada di Surabaya. Manfaat dari penelitian ini adalah untuk mengetahui pengaruh perceived value terhadap online loyalty. Penelitian ini bersifat kausal dengan metode kuantitatif dan dengan menggunakan software AMOS 22.0 untuk membantu mengolah data primer dari 100 pengguna Lazada di Surabaya yang berhasil dikumpulkan dengan menggunakan teknik Snowball Sampling. Karakteristik responden yang ada dalam penelitian ini yaitu pria dan wanita, berusia 18-60 Tahun, berdomisili di Surabaya, Pernah berbelanja melalui Lazada. Pada penelitian ini, diperoleh hasil bahwa variabel yang berpengaruh positif dan signifikan terhadap perceived value yaitu, information quality, dan e-service quality kemudian yang tidak berpengaruh signifikan yaitu variabel system quality. Dan variabel perceived value berpengaruh signifikan terhadap variabel online loyalty / The development of technology in Indonesia will be a crucial factor in economic development, particularly in the significant growth of e-commerce in the country. In this context, we will analyze the e-commerce growth in Indonesia, government policies, their impact on e-commerce, as well as the prospects and challenges faced by the e-commerce sector. Numerous online shopping service platforms have emerged to meet these needs, with Lazada being a popular choice. Lazada distinguishes itself from competitors such as Tokopedia, Shopee, and Blibli through features like group purchasing programs, fast fund returns, and exceptional customer service. The objective of this research is to analyze variables influencing online loyalty and perceived value among Lazada users in Surabaya, including system quality, information quality, and e-service quality. The study is causative, utilizing a quantitative method and employing AMOS 22.0 software to process primary data collected from 100 Lazada users in Surabaya through Snowball Sampling. Respondents in the study are characterized as both male and female, aged 18-60 years, residing in Surabaya, and having prior shopping experiences on Lazada. The research findings indicate that variables positively and significantly influencing perceived value include information quality and e-service quality, while the system quality variable does not have a significant impact. Furthermore, the perceived value variable significantly influences the online loyalty variable.

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