Adzkia Marwa As-siisi, - and Hari Mulyadi, - and Dita Amanah, - (2025) PENGARUH ONLINE SHOPPING EXPERIENCE TERHADAP CUSTOMER SATISFACTION DENGAN IMPULSIVE BUYING SEBAGAI INTERVENING: Survei Terhadap Followers Instagram @klikindomaret. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Adzkia Marwa As-siisi (2000139) “Pengaruh Online Shopping Experience Terhadap Customer Satisfaction Dengan Impulsive Buying Sebagai Intervening (Survei Terhadap Followers Instagram @klikindomaret)” di bawah bimbingan Prof. Dr. H. Hari Mulyadi, M.Si. dan Prof. Dr. Dita Amanah, MBA. Kepuasan konsumen (customer satisfaction) menjadi faktor penting bagi perusahaan, khususnya e-commerce, dimana customer satisfaction menjadi penentu adanya pembelian kembali dan terus menerus dan menjadi kunci bagi perusahaan dalam meningkatkan retensi pelanggan serta untuk pengembangan perusahaan secara jangka panjang. Permasalahan customer satisfaction pada e-commerce Klik Indomaret terlihat dari penilaian konsumen yang telah berbelanja menggunakan e-commerce Klik Indomaret terhadap kualitas e-commerce, dimana sebagian besar memberikan penilaian negatif. Pengalaman belanja online yang positif akan muncul ketika konsumen sering berbelanja secara intensif di e-commerce dan mendapat pengalaman yang menyenangkan. Faktor lain dalam menciptakan customer satisfaction yang tinggi dapat dipengaruhi oleh impulsive buying yang tinggi pula, dimana hasil penelitian yang dilakukan menyatakan bahwa 59% konsumen merasa bahagia setelah melakukan pembelian impulsif. Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh online shopping experience terhadap customer satisfaction dengan impulsive buying sebagai intervening pada konsumen dan followers Instagram Klik Indomaret. Penelitian ini menggunakan jenis penelitian deskriptif dan verifikatif dengan pendekatan penelitian kuantitatif. Variabel independen dalam penelitian ini ialah Online Shopping Experience serta Impulsive Buying dan Customer Satisfaction sebagai variabel dependen. Populasi penelitian ini ialah konsumen dan followers Instagram Klik Indomaret di Indonesia, dengan metode pengambilan sampel penelitian simple random sampling dengan ukuran sampel sebesar 350 orang. Data diolah secara statistic menggunakan metode Structural Equation Modelling (SEM) dengan alat bantu program IBM SPSS AMOS Versi 24.0 for Windows. Hasil temuan penelitian ini menunjukkan bahwa gambaran online shopping experience, impulsive buying, dan customer satisfaction berada pada kategori tinggi. Online shopping experience memiliki pengaruh positif terhadap impulsive buying, kemudian impulsive buying terhadap customer satisfaction, serta online shopping experience terhadap customer satisfaction melalui impulsive buying sebagai intervening. Temuan ini menunjukkan bahwa online shopping experience yang dirasakan konsumen Klik Indomaret akan mendorong perilaku impulsive buying yang akan membangun customer satisfaction yang lebih kuat pada konsumen Klik Indomaret. Rekomendasi untuk penelitian ini adalah aspek dari setiap variabel yang perlu ditingkatkan, seperti dimensi visual engagement, affective cognitive, dan service quality. Kemudian penelitian ini memiliki beberapa keterbatasan, salah satunya faktor-faktor yang digunakan belum sepenuhnya mewakili keseluruhan konsep online shopping experience, impulsive buying, dan customer satisfaction. Keterbatasan teoritis dan pemilihan objek penelitian turut menjadi tantangan, karena masih kurangnya dasar teori yang kuat. Kata kunci: Online shopping experience, impulsive buying, customer satisfaction Adzkia Marwa As-siisi (2000139) “The Influence of Online Shopping Experience on Customer Satisfaction with Impulsive Buying as Intervening (Survey of Instagram Followers @klikindomaret)” under the guidance of Prof. Dr. H. Hari Mulyadi, M.Si. and Prof. Dr. Dita Amanah, MBA. Customer satisfaction is an important factor for companies, especially e-commerce, where customer satisfaction determines repeat and continuous purchases and is the key for companies to increase customer retention and for long-term company development. The problem of customer satisfaction in Klik Indomaret e-commerce can be seen from the assessment of consumers who have shopped using Klik Indomaret e-commerce on the quality of e-commerce, where most of them give negative assessments. A positive online shopping experience will arise when consumers often shop intensively on e-commerce and get a pleasant experience. Another factor in creating high customer satisfaction can be influenced by high impulsive buying, where the results of the study stated that 59% of consumers feel happy after making impulsive purchases. This study aims to obtain an overview and the influence of online shopping experience on customer satisfaction with impulsive buying as an intervening factor for consumers and Instagram followers of Klik Indomaret. This study uses descriptive and verification research types with a quantitative research approach. The independent variables in this study are Online Shopping Experience and Impulsive Buying and Customer Satisfaction as dependent variables. The population of this study were consumers and Instagram followers of Klik Indomaret in Indonesia, with a simple random sampling method with a sample size of 350 people. The data were processed statistically using the Structural Equation Modeling (SEM) method with the IBM SPSS AMOS Version 24.0 for Windows program tool. The findings of this study indicate that the description of online shopping experience, impulsive buying, and customer satisfaction are in the high category. Online shopping experience has a positive influence on impulsive buying, then impulsive buying on customer satisfaction, and online shopping experience on customer satisfaction through impulsive buying as an intervening. This finding shows that the online shopping experience felt by Klik Indomaret consumers will encourage impulsive buying behavior that will build stronger customer satisfaction in Klik Indomaret consumers. The recommendation for this study is the aspect of each variable that needs to be improved, such as the dimensions of visual engagement, affective cognitive, and service quality. Then this study has several limitations, one of which is that the factors used do not fully represent the entire concept of online shopping experience, impulsive buying, and customer satisfaction. Theoretical limitations and the selection of research objects also become challenges, because there is still a lack of a strong theoretical basis. Keyword: Online shopping experience, impulsive buying, customer satisfaction
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=list_works&hl=en&authuser=1&user=nKRDW1QAAAAJ ID SINTA Dosen Pembimbing: Hari Mulyadi: 5984810 Dita Amanah: 5976422 |
| Uncontrolled Keywords: | Pengalaman belanja online, pembelian impulsif, kepuasan konsumen Online shopping experience, impulsive buying, customer satisfaction |
| Subjects: | H Social Sciences > HF Commerce L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis |
| Depositing User: | Adzkia Marwa As-siisi |
| Date Deposited: | 30 Jun 2025 01:45 |
| Last Modified: | 30 Jun 2025 01:45 |
| URI: | http://repository.upi.edu/id/eprint/133922 |
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