Pengaruh “website Functionality”, “perceived Usability”, Dan “perceived Usefulness” Terhadap Kepuasan Pelanggan Lazada

Abstract

Abstrak Lazada merupakan salah satu perusahaan e-commerce yang terbaik di Indonesia menurut Top-brand dan Statista. Namun, meskipun Lazada diklaim menjadi yang terbaik, banyak keluhan-keluhan yang dirasakan oleh pelanggan. Beberapa permasalahan sering terjadi diantaranya sistem eror, detail produk yang tidak lengkap, produk yang tidak kunjung datang, dan lain lain. Penelitian ini bertujuan untuk melihat variabel website functionality, perceived usability, dan perceived usefulness terhadap kepuasan pelanggan dari perusahaan ecommerce Lazada. Metode pengumpulan data dilakukan melalui kuesioner atau angket yang disebarkan secara online, dan menggunakan pendekatan kuantitatif. Populasi dari penelitian ini adalah pelanggan dari Lazada yang tersebar di seluruh wilayah Indonesia, dengan sampel yang ditentukan melalui maximum likelihood sebesar 400 dengan Structural Equation Modelling dan pendekatan Confirmatory Factor Analysis. Alat untuk mengolah data pada penelitian ini menggunakan software Lisrel 8.80. Hasil dari penelitian ini menunjukkan bahwa variabel website functionality dan perceived usability tidak berpengaruh positif terhadap kepuasan pelanggan, sedangkan variabel perceived usefulness berpengaruh positif terhadap kepuasan pelanggan. Kata kunci: E-commerce, website functionality, perceived usability, perceived usefulness, kepuasan pelanggan Abstract Lazada is one of the best e-commerce companies in Indonesia according to Top-brand and Statista. However, even though Lazada is claimed to be the best, many complaints are felt by customers. Some problems often occur including error systems, incomplete product details, products that don't come, etc. This study aims to look at website functionality, perceived usability, and perceived usefulness variables on customer satisfaction from e-commerce company Lazada. The method of data collection is done through questionnaires or questionnaires distributed online, and using a quantitative approach. The population of this study is Lazada customers spread throughout Indonesia, with a sample determined by maximum likelihood of 400 with Structural Equation Modeling and a Confirmatory Factor Analysis approach. The tool for processing data in this study uses Lisrel 8.80 software. The results of this study indicate that website functionality and perceived usability variables do not have a positive effect on customer satisfaction, while the perceived usefulness variable has a positive effect on customer satisfaction. Keywords: E-commerce, website functionality, perceived usability, perceived usefulness, customer satisfaction