Mardatilla, Rika (2017) Pengaruh Kualitas Layanan Terhadap Kepuasan, Kepercayaan Dan Loyalitas Pelanggan Pada E-Commerce (Studi Kasus : Berrybenka). Sarjana thesis, Universitas Brawijaya.
Abstract
E-Commerce merupakan salah satu perkembangan teknologi yang sangat berpegaruh dari dunia bisnis. Dimana perusahaan dituntut akan sebuah inovasi transaksi jual beli secara elektronik. Keuntungan dari e-commerce dapat dirasakan dari kedua pihak baik penjual ataupun pembeli, dimana pembeli mendapatkan produk yang diinginkan dengan mudah, praktis tanpa membuang waktu dan tenaga ekstra. Selain itu penjual juga dapat memperluas pangsa pasarnya dengan cepat. Salah satu perusahaan yang memanfaatkan kecanggihan teknologi di Indonesia adalah Berrybenka. Berrybenka merupakan e-commerce dalam bidang fashion di Indonesia yang cukup populer saat ini. Namun, pada saat ini belum diketahui pengaruh kualitas layanan yang dapat memengaruhi kepuasan, kepercayaan dan loyalitas pelanggan pada Berrybenka. Penelitian ini mengusulkan model yang didasarkan pada service quality terdiri akan lima dimensi yaitu, ease of use, web design, responsiveness, personalization, assurance yang memengaruhi satisfaction, trust, customer loyalty berdasarkan penelitian sebelumnya. Data yang dikumpulkan dianalisis dengan menggunakan structural equation modeling (SEM). Hasil penelitian ini menunjukkan bahwa lima dimensi service quality tidak berpengaruh terhadap satisfaction, satisfaction berpengaruh positif dan signifikan terhadap trust, word-of-mouth namun tidak berpengaruh terhadap intention, trust berpengaruh positif dan signifikan terhadap intention namun tidak berpengaruh terhadap word-of-mouth, dan hipotesis terakhir customer lotaly dimensi word-of-mouth berpengaruh positif dan signifikan terhadap intention.
English Abstract
E-commerce is one of the development of technology that is very influential in business field where companies are required to have an innovation in online transaction. The advantages of e-commerce can be experienced by both the sellers and cutomers as the customers get the things that they want easily without spending much time and effort. On the other hand, the sellers can also expand their market share quickly. One of the companies that utilizes the sopistication of the technology in Indonesia is Berrybenka.Berrybenka is a fashion e-commerce in Indonesia that is quite popular nowdays. However, at this time there is not yet known who the effect of service quality that can affect customer satisfaction, trust and loyalty to Berrybenka. This research model built on the quality of service will be five dimensions namely, ease of use, web design, responsive, personalization, assurance that affect satisfaction, trust, customer loyalty based on previous research. The completed data were analyzed by using structural equation modeling (SEM). The results of this study indicate that the five dimensional service quality does not affect satisfaction, satisfaction take affect positive and signification trust, and word-of-mouth, but does not affect intention, trust take affect positive and signification intention-mounth, but does not affect word-of-mouth, and customer loyalty will be two dimensions namely, word-of-mouth take affect and signification intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTIK/2017/357/051706870 |
| Uncontrolled Keywords: | e-commerce, berrybenka, service quality, satisfaction, trust, customer loyalty, structural equation modeling |
| Subjects: | 000 Computer science, information and general works > 006 Special computer methods > 006.7 Multimedia systems |
| Divisions: | Fakultas Ilmu Komputer > Sistem Informasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 16 Aug 2017 01:16 |
| Last Modified: | 05 Nov 2024 02:06 |
| URI: | http://repository.ub.ac.id/id/eprint/1366 |
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