Pengaruh Website Quality Terhadap Perceived Flow, Customer Satisfaction, Dan Purchase Intention Studi Kasus Elevenia

Muhammad Rizki Naufaldi, Erni Martini

Abstract

Abstrak Indonesia merupakan negara dengan pertumbuhan e-commerce tertinggi di dunia. Beberapa tahun terakhir, makin banyak pelaku usaha, baik perusahaan besar maupun ritel, beralih atau mengembangkan usaha ke arah digital. Alasan utama dari masyarakat Indonesia untuk berbelanja melalui online market place adalah mudah, banyak yang memberikan fasilitas gratis ongkos kirim, terpercaya, harga yang lebih murah, serta banyaknya pilihan barang yang ditawarkan. Pada tahun 2017, berdasarkan data peringkat 10 besar E-commerce yang paling banyak dikunjungi, peringkat Elevenia terus mengalami penurunan, yang akhirnya pada akhir tahun 2017 peringkat Elevenia berhasil disusul oleh Bukalapak, dimana Bukalapak menempati peringkat 3. Industri eCommerce berkembang dengan cepat di Indonesia, namun jumlah keluhan yang diterima sangat banyak. Situs eCommerce yang paling banyak mendapat keluhan adalah Lazada, Akulaku, Tokopedia, Bukalapak, Shopee, Blibli, JD.ID, dan Elevania. Penelitian ini dilakukan dengan menggunakan metode kuantitatif dengan sampel sebanyak 234 responden dan jenis penelitian deskriptif kausal. Pengumpulan data dilakukan melalui penyebaran kuesioner secara online. Teknik analisis data dan pengujian hipotesis menggunakan Structural Equation Modelling (SEM). Berdasarkan hasil pengolahan data pada penelitian ini, dapat diketahui bahwa website quality berpengaruh positif dan signifikan terhadap perceived flow, perceived flow berpengaruh positif dan signifikan terhadap customer satisfaction, perceived flow berpengaruh positif dan signifikan terhadap purchase intention, dan customer satisfaction berpengaruh positif dan signifikan terhadap purchase intention. Kata Kunci: website quality, perceived flow, customer satisfaction, purchase intention, Elevenia, SEM Abstract Indonesia is the highest country with e-commerce growth in the world. In the past few years, more and more business people, both large and retail companies, have switched or developed businesses in the digital direction. The main reason for Indonesian people to shop through online market place is that it is easy, many of which provide free shipping, reliable facilities, lower prices, and a large selection of goods offered. In 2017, based on data from the top 10 most visited E-commerce sites, Elevenia's ranking continued to decline, which finally at the end of 2017 Elevenia's ranking was successfully followed by Bukalapak, where Bukalapak was ranked third and Elevenia dropped quite far to rank 9. The e-Commerce industry is growing rapidly in Indonesia, but the number of complaints received is very large. The e-Commerce sites that got the most complaints were Lazada, Akulaku, Tokopedia, Bukalapak, Shopee, Blibli, JD.ID, and Elevania.. This research was conducted using a quantitative method with a sample of 234 respondents and a causal descriptive research type. Data collection is done through online questionnaires. Data analysis techniques and hypothesis testing using Structural Equation Modeling (SEM). Based on the results of data processing in this study, it can be seen that website quality has a positive and significant effect on perceived flow, perceived flow has a positive and significant effect on customer satisfaction, perceived flow has a positive and significant effect on purchase intention, and customer satisfaction has a positive and significant effect on purchase intention. Keywords: website quality, perceived flow, customer satisfaction, SEM

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