PENGARUH E-SERVICE QUALITY TERHADAP E-TRUST DENGAN MODERASI EMBEDDED INSURANCE PADA LAYANAN PROTEKSI PRODUK DI SHOPEE

Lanina Astrid Chrysant Vrij, - (2024) PENGARUH E-SERVICE QUALITY TERHADAP E-TRUST DENGAN MODERASI EMBEDDED INSURANCE PADA LAYANAN PROTEKSI PRODUK DI SHOPEE. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Berbelanja online melalui e-commerce telah menjadi bagian dari kebiasaan masyarakat Indonesia sehari-hari. Banyaknya kemudahan yang dirasakan menjadi alasan masyarakat gemar berbelanja online. Namun, banyaknya kemudahan yang dirasakan itu tidak menutup adanya risiko-risiko yang dapat menganggu pengalaman belanja dan menimbulkan kekecewaan. Kekecewaan konsumen terhadap e-service quality yang diberikan bisa berdampak buruk terhadap e-trust pada e-commerce tersebut. Oleh karena itu, diperlukan upaya penanggulangan risiko dengan memberikan jaminan berupa asuransi bagi konsumen e-commerce melalui teknologi embedded insurance. Penelitian ini dilakukan untuk mengetahui pengaruh e-service quality terhadap e-trust dengan moderasi embedded insurance pada layanan proteksi produk di Shopee. Pendekatan yang digunakan dalam penelitian ini adalah kuantitatif kausal dengan metode survey. Sampel dalam penelitian ini adalah pengguna aktif Shopee di Kota Bandung, Bekasi, Bogor, Depok, dan Tasikmalaya usia 17 – 39 tahun yang pernah menggunakan layanan proteksi produk di Shopee minimal satu kali. Data yang telah dikumpulkan kemudian diolah menggunakan pendekatan PLS-SEM menggunakan aplikasi SmartPLS 3.2.9. Hasil dari penelitian ini yaitu pertama e-service quality berpengaruh secara signifikan terhadap e-trust. Kedua terdapat pengaruh yang signifikan antara e-service quality terhadap e-trust dengan moderasi embedded insurance. Oleh karena itu, embedded insurance berhasil menjadi variabel moderasi dalam pengaruh e-service quality terhadap e-trust. Online shopping through e-commerce has become a part of the daily habits of Indonesian society. The ease and convenience are primary reasons people enjoy online shopping. However, these conveniences do not eliminate the risks that can disrupt the shopping experience and cause disappointment. Consumer disappointment with the provided e-service quality can negatively impact their trust in the e-commerce platform. Therefore, risk mitigation efforts are needed by offering guarantees in the form of insurance for e-commerce consumers with moderation of embedded insurance technology. This study aims to determine the effect of e-service quality on e-trust with the mediation of embedded insurance in the product protection service on Shopee. The research adopts a quantitative causal approach using a survey method. The sample includes active Shopee users in Bandung, Bekasi, Bogor, Depok, and Tasikmalaya, aged 17-39 years, who have used the product protection service on Shopee at least once. The collected data was processed using the PLS-SEM approach with the SmartPLS 3.2.9 application. The results are first, e-service quality significantly affects e-trust. Second, there is a significant effect of e-service quality on e-trust with moderation of embedded insurance. Therefore, embedded insurance successfully acts as a moderator variable in the effect of e-service quality on e-trust.

Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?user=Uw-bg9UAAAAJ&hl=en ID SINTA Dosen Pembimbing: Adam Hermawan: 6681172 Adi Prehanto: 6745739
Uncontrolled Keywords: e-service quality, embedded insurance, e-trust e-service quality, embedded insurance, e-trust.
Subjects: L Education > L Education (General)
Divisions: UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User: Lanina Astrid Chrysant Vrij
Date Deposited: 29 Aug 2024 03:21
Last Modified: 29 Aug 2024 03:21
URI: http://repository.upi.edu/id/eprint/121017

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