Azizi, Fakri Fandy Nur (2020) Pengembangan Model Investigasi Faktor Penentu E-Loyalty Pada E-Commerce : Studi Kasus B2C dan C2C Mobile Commerce di Indonesia. Magister thesis, Universitas Brawijaya.
Abstract
Pasar e-commerce menjadi salah satu pasar dengan pertumbuhan yang paling menjanjikan. Sejumlah penelitian tentang e-commerce telah diselidiki. Namun, sedikit perhatian yang mengarah pada faktor-faktor apa saja yang dapat menciptakan loyalitas pelanggan e-commerce. Padahal loyalitas pelanggan merupakan salah satu kunci utama untuk meningkatkan kinerja bisnis dan profitabilitas jangka panjang e-commerce. Oleh karena itu, kami menawarkan model konseptual yang berpusat pada pembelian untuk menyelidiki faktor-faktor yang mempengaruhi loyalitas dan kapan loyalitas pelanggan e-commerce mulai tercipta. Secara khusus, tujuan makalah ini adalah untuk menguji hubungan antara kualitas keseluruhan e-commerce terhadap persepsi kebergunaan, persepsi nilai keuntungan, kepuasan dan kepercayaan. Dan hubungan antara persepsi kebergunaan, persepsi nilai keuntungan, kepuasan dan kepercayaan terhadap e-loyalty. Metode survei online digunakan untuk pengumpulan data. Data kemudian dianalisis menggunakan metode Structural Equation Modeling (SEM). Secara keseluruhan, model yang dibangun pada penelitian ini telah mampu mengetahui bahwa e-loyalty dapat terbangun sejak saat proses pembelian terjadi dengan cara memperbaiki persepsi kebergunaan yang dimiliki oleh pengguna. Dan e-loyalty akan semakin tumbuh dengan cara meningkatkan kepercayaan pengguna mobile commerce. Selain itu, penelitian ini berhasil menginvestigasi faktor-faktor utama pembentuk e-loyalty. Kontribusi praktis dari penelitian ini, pelaku dan stakeholder bisnis e-commerce dapat meningkatkan loyalitas konsumen dengan cara meningkatkan (1) kualitas sistem, secara khusus dalam aspek security (keamanan) dari platform mobile commerce, (2) kualitas informasi, secara khusus pada aspek accuracy (ketepatan informasi) dari platform mobile commerce, dan (3) kualitas layanan, secara khusus dalam aspek responsiveness (responsivitas) atas aduan konsumen dalam platform mobile commerce, sehingga akan berdampak pada tumbuhnya kepercayaan konsumen. Berdasarkan penelitian ini, aspek kepercayaan masih menjadi aspek terpenting penentu meningkatnya loyalitas konsumen terhadap suatu mobile commerce. Temuan pada penelitian berkonstribusi dalam mengisi kesenjangan pengetahuan mengenai faktor-faktor penentu loyalitas elektronik dan dapat membantu jajaran eksekutif penyedia e-commerce dalam membangun e-loyalty untuk meningkatkan profitabilitas.
English Abstract
The e-commerce market becomes one of the markets with the most promising growth. A number of studies on e-commerce have been investigated, but only a little attention is paid to the factors that may create e-commerce customer loyalty, even though customer loyalty is one of the primary keys to improve the performance of e-commerce businesses. This research offers a conceptual model focused on purchases to investigate the factors that affect customer's loyalty and when it is formed. Specifically, this paper intends to examine the relationship between the e-commerce overall quality on the perceived usefulness, perceived value, satisfaction and trust. This paper also verifies the relationship between perceived usefulness, perceived value, satisfaction and trust in the e-loyalty. The method of online survey is used for the data collection. From 1457 of the distributed questionnaires, 960 were completed and returned, resulted 65.8 percent response rate. The data is then analyzed using the Structural Equation Modeling (SEM) method. Overall, the model developed in this study has been able to know that e-loyalty can be built from the moment the purchase process occurs by improving the perception of usefulness that is owned by the user. And e-loyalty will further grow by increasing the trust of mobile commerce users. In addition, this study successfully investigated the main factors of e-loyalty determinant. Practical contributions from this study, e-commerce business actors and stakeholders can increase consumer loyalty by increasing (1) system quality, specifically in the security aspect of the mobile commerce platform, (2) information quality, specifically in the aspect of accuracy (accuracy of information) of the mobile commerce platform, and (3) service quality, specifically in the aspect of responsiveness to consumer complaints in the mobile commerce platform, so that it will have an impact on growing consumer confidence. Based on this research, the aspect of trust is still the most important aspect of determining consumer loyalty towards a mobile commerce. The research findings contribute to filling the knowledge gap regarding the defining factors of customer loyalty which may help the e-commerce provider in developing e-loyalty to increase e-commerce profitability.
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/381.142/AZI/p/2020/042000518 |
| Uncontrolled Keywords: | ELECTRONIC COMMERCE, CUSTOMER LOYALTY |
| Subjects: | 300 Social sciences > 381 Commerce (Trade) > 381.1 Marketing channels > 381.14 Retail channels by merchandising pattern > 381.142 Teleshopping |
| Divisions: | S2/S3 > Magister Ilmu Komputer, Fakultas Ilmu Komputer |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 27 Jan 2020 02:36 |
| Last Modified: | 11 Oct 2024 03:35 |
| URI: | http://repository.ub.ac.id/id/eprint/178378 |
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