Faktor-faktor Yang Mempengaruhi Loyalitas Pada Situs Web E-commerce (studi Pada Lazada Indonesia)

Meike Nayla Zahra, Indira Rachmawati

Abstract

Abstrak Indonesia memiliki pengguna internet sebanyak 143,26 juta jiwa atau 54,68 persen dari 262 juta jiwa penduduk Indonesia per tahun 2017. Dengan memanfaatkan teknologi informasi, perkembangan E-commerce pun makin pesat. Dengan adanya E-commerce, pembeli merasa dimudahkan karena website e-commerce memberikan fleksibilitas, memungkinkan pembeli untuk bebas memilih produk yang diinginkannya, dan memungkinkan transaksi dan pengiriman barang yang cepat. Penelitian ini dilakukan untuk melihat apakah ada hubungan yang signifikan dan positif antara variabel independen (Customer Interface Quality, Perceived Security, Customer Satisfaction, dan Switching Costs) terhadap loyalitas pelanggan di e-commerce Lazada. Kriteria populasi dalam penelitian ini adalah orang-orang yang sudah pernah menggunakan dan sudah pernah bertransaksi di situs web e-commerce Lazada se-Indonesia dengan jumlah sampel yang mewakili sebanyak 400 responden. Teknik analisis data yang dilakukan adalah dengan cara teknik multivariat, Structural Equation Modeling (SEM), Partial Least Squares (PLS), Importance-Performance Map Analysis (IPMA), dan uji hipotesis. Hasil yang didapat dalam penelitian ini adalah dari 8 hipotesis awal, hanya tersisa 6 hipotesis yang diterima karena nilainya memenuhi standar. Selanjutnya, berdasarkan hasil penelitian, pertanyaan penelitian telah terjawab dengan baik dan menghasilkan kesimpulan. Rekomendasi yang dihasilkan oleh penelitian ini adalah situs web ecommerce Lazada perlu mengembangkan customer satisfaction dan interface quality-nya karena jika keduanya bekerja dengan baik dan sejalan, maka akan menghasilkan tingkat loyalitas pelanggan yang tinggi. Kata Kunci : Customer Interface Quality, Customer Loyalty, Customer Satisfaction, Perceived Security, Structural Equation Modeling, Switching Costs. Abstract Indonesia has 143.26 million internet users or 54.68 percent of the Indonesian population of 262 million in 2017. Through the internet, people can access anything from searching for information, news, entertainment, social media, and one of them that is currently used by many people, namely Electronic Commerce or commonly called ecommerce. By utilizing information technology, the development of E-Commerce is also increasing rapidly. With ECommerce, buyers feel facilitated because e-commerce websites provide flexibility, allow buyers to freely choose the products they want, and allow fast transactions and delivery of goods. This study was conducted to see whether there is a significant and positive relationship between the independent variables (Customer Interface Quality, Perceived Security, Customer Satisfaction, and Switching Costs) on customer loyalty on e-commerce Lazada. The criteria of the population in this study were people who had already used and had transacted on the Lazada e-commerce website all over Indonesia with a total sample of 400 respondents. The data analysis technique is carried out by multivariate techniques, Structural Equation Modeling (SEM), Partial Least Squares (PLS), Importance-Performance Map Analysis (IPMA), and hypothesis testing. The results of this study are from the initial 8 hypotheses, only the remaining 6 hypotheses are accepted because the value meets the standard. Furthermore, based on the results of the research, the research questions have been answered well and made conclusions. The recommendations that generated by this research are the eISSN : 2355-9357 e-Proceeding of Management : Vol.6, No.1 April 2019 | Page 263 commerce website Lazada needs to develop customer satisfaction and its interface quality because if both work well and in line, it will produce a high level of customer loyalty. Keyword: Customer Interface Quality, Customer Loyalty, Customer Satisfaction, Perceived Security, Structural Equation Modeling, Switching Costs.

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