Pengaruh E-service Quality Terhadap Minat Beli Pengunjung Toko Online Shopee.co.id : Effect Of E-service Quality On Purchase Intention Visitor Online Store Shopee.co.id
Abstrak
Abstrak Shopee merupakan toko online (e-commerce) di bawah naungan SEA Group yang menjadi pendatang baru untuk tiga tahun terakhir dan meramaikan industri e-Commerce. Shopee adalah sebuah marketplace yang menjalankan bisnis C2C (Customer to Customer) dimana memungkinkan pelanggannya untuk membeli maupun menjual barang atau jual beli dengan berbagai macam produk seperti elektronik, kesehatan, kecantikan, fashion, hingga kebutuhan sehari-hari. Meskipun Shopee berfokus pada aplikasi mobile namun Shopee juga dapat diakses melalui perangkat komputer di Shopee.co.id. Penelitian ini memiliki tujuan untuk melihat pengaruh dari e-service quality terhadap minat beli pengunjung toko online Shopee.co.id. Dalam penelitian ini dimensi yang digunakan yaitu website design, reliability, responsiveness, trust, dan personalization. Metode yang digunakan untuk mengumpulkan data pada penelitian ini adalah dengan menggunakan kuesioner dengan jumlah responden yaitu 400. Responden dalam penelitian ini adalah yang pernah mengunjungi toko online Shopee.co.id sehingga menggunakan purposive sampling. Teknik analisis yang digunakan yaitu analisis regresi linear berganda serta pengujian hipotesis secara parsial maupun simultan. Hasil yang didapat dari penelitian ini adalah bahwa dimensi e-service quality yang meliputi website design, reliability, responsiveness, trust, dan personalization memiliki pengaruh yang positif dan signifikan terhadap minat beli secara simultan. Sedangkan jika secara parsial, dimensi reliability dan personalization tidak memiliki pengaruh yang signifikan terhadap minat beli pada pengunjung toko online Shopee.co.id. Kata Kunci: e-commerce, e-service quality, minat beli. Abstract Shopee is an online store (e-commerce) under the auspices of the SEA Group which has become a newcomer to the last three years and enliven the e-Commerce industry. Shopee is a marketplace that runs C2C (Customer to Customer) business where it allows customers to buy or sell goods or buy and sell with a variety of products such as electronics, health, beauty, fashion, and daily necessities. Although Shopee focuses on mobile applications, Shopee can also be accessed through computer devices at Shopee.co.id. This study aims to see the effect of e-service quality on the buying interest of Shopee.co.id online shop visitors. In this study the dimensions used are website design, reliability, responsiveness, trust, and personalization. The method used to collect data in this study is to use a questionnaire with a number of respondents that is 400. Respondents in this study were those who had visited the Shopee.co.id online store so that it used purposive ISSN : 2355-9357 e-Proceeding of Management : Vol.6, No.1 April 2019 | Page 321 sampling. The analysis technique used is multiple linear regression analysis and hypothesis testing partially and simultaneously. The results obtained from this study are that the dimensions of e-service quality which includes website design, reliability, responsiveness, trust, and personalization have a positive and significant influence on buying interest simultaneously. Whereas if partially, the dimensions of reliability and personalization do not have a significant effect on buying interest in Shopee.co.id online shop visitors. Keywords: e-commerce, e-service quality, purchase intention.Referensi
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