Analisis Pengaruh Kepuasan Pelanggan dan Kepercayaan Pelanggan terhadap Loyalitas Pelanggan dalam Berbelanja melalui E-commerce di Indonesia

Authors

  • Kurnia Khafidhatur Rafiah Universitas Padjajaran, Bandung

DOI:

https://doi.org/10.21111/tijarah.v5i1.3621

Keywords:

E-commerce, Kepuasan Pelanggan, Kepercayaan pelanggan, Loyalitas pelanggan

Abstract

Penelitian ini bertujuan untuk menjelaskan pengaruh kepuasan pelanggan terhadap kepercayaan pelanggan dan pengaruh kepuasan pelanggan dan kepercayaan pelanggan terhadap loyalitas pelanggan dalam e-commerce. Penelitian ini adalah penelitian korelasional dengan menggunakan metode kuantitatif dengan tiga variabel, yaitu variabel bebas (kepuasan pelanggan dan kepercayaan pelanggan) dan variabel terikat (loyalitas pelanggan). Pengumpulan data dilakukan menggunakan kuesioner yang didistribusikan kepada masyarakat Indonesia menggunakan media online dan offline. Kriteria sampel yang dapat menjadi koresponden adalah orang-orang yang telah belanja online melalui e-commerce seperti Shopee, Bukalapak, Tokopedia, dan sebagainya. Subjek penelitian ini adalah 450 responden. Analisis data dilakukan dengan model persamaan struktural (SEM) menggunakan software Amos 21. Penelitian ini dilakukan berdasarkan peluang yang sangat tinggi dalam bisnis online yang juga sejalan dengan risiko yang harus dihadapi. Berdasarkan evaluasi dan analisis yang dilakukan, diketahui bahwa kepuasan pelanggan dan kepercayaan pelanggan berpengaruh signifikan dan positif terhadap loyalitas. Ini berarti bahwa untuk mendukung bisnis e-commerce, pemilik bisnis perlu terus meningkatkan kepuasan dan kepercayaan pelanggan untuk menjaga loyalitas pelanggan. Loyalitas pelanggan adalah salah satu hal penting yang mempengaruhi pelanggan untuk melakukan pembelian kembali dan juga akan dengan mudah mempromosikan e-commerce secara langsung atau tidak langsung kepada orang lain.

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Published

2019-06-01

How to Cite

Rafiah, K. K. (2019). Analisis Pengaruh Kepuasan Pelanggan dan Kepercayaan Pelanggan terhadap Loyalitas Pelanggan dalam Berbelanja melalui E-commerce di Indonesia. Al Tijarah, 5(1), 46–56. https://doi.org/10.21111/tijarah.v5i1.3621