Pengaruh Website Quality, E-trust, E-satisfaction Dan Switching Barriers Terhadap E-loyalty (studi Pada Pengguna Itemku.com)

Ikhwanuddin Aminsyah, Ai Lili Yulianti

Abstract

ABSTRAK Perkembangan internet yang sangat pesat membuat industri e-commerce semakin berkembang di Indonesia. Dalam dunia industri online game, persaingan dalam memenuhi kebutuhan dan keinginan konsumen pada produk item virtual game online semakin kompetitif seiring dengan meningkatnya kesadaran konsumen yang lebih selektif dalam memilih tempat jual beli item virtual dalam game. Salah satu e-commerce item game online di Indonesia yang paling banyak dibeli adalah itemku.com. Berdasarkan hasil pra survei kepada 30 responden secara keseluruhan pengunjung website itemku.com merasa loyal kepada itemku.com. Penelitian ini bertujuan untuk mengetahui pengaruh Website Quality, E-trust, E-satisfaction, Switching Barriers terhadap E-loyalty pada pengguna itemku.com Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif dan kausal. Pengambilan sampel dilakukan dengan metode non probability sampling jenis Accidental Sampling, dengan jumlah responden sebanyak 100 orang. Teknik analisis yang digunakan ialah Structural Equation Model (SEM) dengan SmartPLS 3.0. Berdasarkan hasil penelitian dari analisis deskriptif menunjukkan bahwa Website Quality, E-trust, Esatisfaction, Switching Barriers dan E-loyalty berada pada kategori baik. Hasil dari analisis SEM-PLS menunjukkan bahwa secara simultan dan signifikan variabel Website berpengaruh terhadap variabel Etrust dan variabel Website quality berpengaruh secara signifikan terhadap variabel E-loyalty sedangkan variabel E-trust berpengaruh terhadap variabel E-satisfaction.Variabel E-trust berpengaruh terhadap variabel E-loyalty sedangkan variabel Switching Barriers berpengaruh terhadap E-loyalty dan yang terakhir Variabel E-satisfacition berpengaruh terhadap variabel E-loyalty sebesar. Kata Kunci : Website Quality, E-trust, E-satisfaction, Switching Barriers, E-loyalty ABSTRACT The rapid development of the internet has made the e-commerce industry increasingly developing in Indonesia. In the world of online gaming industry, competition in meeting the needs and desires of consumers in online virtual game products is increasingly competitive in accordance with more selective consumer trust in choosing places to buy and sell virtual items in the game. One of the most purchased e-commerce items online in Indonesia is itemku.com. Based on the results of a survey of 30 respondents, visitors to the website itemku.com are loyal to itemku.com.. This study uses a quantitative method with a type of descriptive and causal research. Sampling is done by non-probability sampling method type Accidental Sampling, with the number of respondents as many as 100 people. The analysis technique used is the Structural Equation Model (SEM) with SmartPLS 3.0. Based on the results of the research from descriptive analysis that shows the Website Quality, Etrust, E-satisfaction, Switching Barriers and E-loyalty depends on the good category. The results of the SEM-PLS analysis show simultaneous and significant variables The website affects the E-trust variable and the Website Quality variable has a significant effect on the E-loyalty variable while the E-trust variable is related to the variable E-satisfaction. E-trust variable has an effect on the E-loyalty variable, while the Switching Barriers variable affects E-loyalty and the last E-satisfaction variable increases with the E-loyalty variable. Keywords: Website Quality, E-trust, E-satisfaction, Switching Barriers, E-loyalty

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