Elsani Nurwasiah Ali Takrim, - (2024) PENGARUH WEBSITE QUALITY TERHADAP E-LOYALTY DENGAN E-TRUST SEBAGAI VARIABEL MEDIASI: Survei pada Followers Instagram @Bukalapak. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Jumlah transaksi masyarakat dalam berbelanja online mengalami peningkatan sejalan dengan pengguna internet yang meningkat. Hal tersebut membuat sektor e-commerce terus bersaing agar mendapatkan kepercayaan konsumen sehingga dapat mempertahankan loyalitas pelanggan. Namun terdapat fenomena penurunan loyalitas Bukalapak saat meningkatnya pengguna e-commerce, fenomena tersebut dapat diatasi dengan berbagai cara salah satunya dengan website quality. Oleh karena itu penelitian ini bertujuan untuk mengetahui pengaruh website quality terhadap e-loyalty melalui e-trust dan mengetahui gambaran umum website quality, tingkat e-trust dan e-loyalty pada e-commerce Bukalapak.
Penelitian ini menggunakan metode kuantitatif dengan desain deskriptif dan kausalitas dengan kriteria responden sudah melakukan transaksi pada e-commerce Bukalapak lebih dari 2 kali dan merupakan pengikut Instagram @Bukalapak sebanyak 440 responden. Kuesioner dilakukan dengan menyebarkan online form yaitu Machform melalui media sosial. Teknik analisis penelitian ini adalah Structural Equation Model (SEM) dengan menggunakan software SmartPLS 3.2.9.
Hasil penelitian ini menjukkan bahwa gambaran website quality serta tingkat e-trust dan e-loyalty berada pada kategori tinggi serta menunjukkan adanya pengaruh langsung yang positif dan signifikan antara website quality dengan e-trust, e-trust dengan e-loyalty, dan website quality dengan e-loyalty. Serta ditemukan juga pengaruh tidak langsung antara website quality dengan e-loyalty melalui e-trust yaitu berpengaruh signifikan. Maka dari itu website quality Bukalapak memiliki peran penting dalam membangun e-trust sehingga meningkatkan e-loyalty pelanggan. Sebaiknya Bukalapak terus fokus dan meningkatkan aspek-aspek kualitas website agar menarik minat transaksi pelanggan.
The number of transactions in online shopping has increased in line with the increasing number of internet users. This makes the e-commerce sector continues to compete in order to gain consumer trust so that it can maintain the loyalty of customers. However, there is a phenomenon of decrease in Bukalapak loyalty when e-commerce users increase, this phenomenon can be overcome in various ways, one of which is with website quality. Therefore, this study aims to determine the effect of website quality on e-loyalty through e-trust and to find out an overview of website quality, e-trust level and e-loyalty in Bukalapak e-commerce.
This research uses quantitative methods with descriptive and causality designs with the respondent's criteria already made transactions on Bukalapak e-commerce more than 2 times and is an Instagram followers of @Bukalapak as many as 440 respondents. The questionnaire was distributed in online form, namely Machform through social media. The analysis technique of this research is Structural Equation Model (SEM) using SmartPLS 3.2.9 software.
The results of this study show that the overview of website quality and the level of e-trust and e-loyalty are in the high category and show a positive and significant direct influence between website quality to e-trust, e-trust to e-loyalty, and website quality to e-loyalty. And also found an indirect effect between website quality and e-loyalty through e-trust, which has a significant effect. Therefore, Bukalapak's website quality has an important role in building e-trust so that it improves customer e-loyalty. We recommend that Bukalapak continue to focus and improve of website quality aspects in order to attract customer transaction interest.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?user=RMrspeQAAAAJ&hl=en ID SINTA Dosen Pembimbing: Asep Miftahuddin: 6750370 Arief Budiman: 5992927 |
| Uncontrolled Keywords: | kualitas website, kepercayaan elektronik, kepercayaan loyalitas, elektronik commerce, SEM-PLS website quality, e-trust, e-loyalty, e-commerce, SEM-PLS |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Elsani Nurwasiah Ali Takrim |
| Date Deposited: | 27 Sep 2024 09:27 |
| Last Modified: | 27 Sep 2024 09:27 |
| URI: | http://repository.upi.edu/id/eprint/125806 |
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