Pengaruh online shopping experience terhadap customer satisfaction, trust, dan loyalty dalam pembelian produk pangan secara online

Kusuma, Adinda Citra (2021) Pengaruh online shopping experience terhadap customer satisfaction, trust, dan loyalty dalam pembelian produk pangan secara online. Masters thesis, IPB University.

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Abstract

The presence of information technology provides benefits and conveniences in various activities. One of the uses of technology is carrying out various activities via the internet. Business transactions via the internet are better known as e-commerce. E-commerce services can make it easier for consumers and producers to make transactions and can increase cost efficiency by replacing the role of intermediaries in the distribution chain. The growth of e-commerce in Indonesia is growing rapidly and is accompanied by an increase in online transaction activities carried out by the public. The Central Bureau of Statistics (BPS) conducts a survey of the types of goods sold by e-commerce. Based on a survey from BPS, it shows that the enormous growth of e-commerce can be used as a potential market, especially for food products or food ingredients that are most in demand. The massive development of e-commerce has changed consumer behavior in shopping activities. Consumers have started to switch from previously having to go to markets or shopping places to buy goods offline and are now starting to switch online by simply visiting shopping sites. The consumer shopping experience as a reference to increase satisfaction, trust, and loyalty. The online shopping experience concept is based on activities undertaken by consumers, namely pre-purchase, purchase and post-purchase. The three online shopping experience activities are combined so that it can analyze the overall activity of the online shopping experience of consumers, that affect customer satisfaction and lead to trust and loyalty. This study aims to analyze the factors of online grocery shopping experience that affect customer satisfaction and to analyze the effect of customer satisfaction on trust and loyalty. The questionnaire was distributed to 169 respondents using purposive sample selection technique. The method of analysis in this study uses the Structural Equation Model (SEM) using the Partial Least Square (PLS) approach to analyze the influence of online shopping experience factors that affect customer satisfaction and to analyze the effect of customer satisfaction on trust and loyalty. And this study also uses crosstab and chi square to see the relationship between customer satisfaction, trust, and loyalty based on the characteristics of the respondents. The results of the chi square test show that there is a relationship between gender and education level with the stages of purchasing customer satisfaction, there is a relationship between age, level of education and work with the stages of buying trust, and there is a relationship between the level of education and the stages of purchasing loyalty. In addition, the results of the PLS SEM analysis showed that the two hypotheses were rejected because the exogenous variables had no significant effect on the endogenous variables. Hypothesis H1d, namely customization has a significant effect on customer satisfaction, has a t-statistic value below the standard and the path coefficient value obtained is -0.004 so that the relationship between the two variables is stated to have a negative relationship or inversely and is not significant so that the hypothesis is rejected. Furthermore,the H3c hypothesis which states that ease of return has a significant effect on customer satisfaction is known to have a t-statistic value below 1.96 with a path coefficient value of 0.042 which states that the two variables have a positive but insignificant relationship so that the hypothesis is rejected. The hypotheses H1a, H1b, H1c, H2a, H2b, H3a, H3b, H4, H5, and H6 are accepted. Based on research that has been carried out, online shopping experience factors that affect customer satisfaction consist of three stages, namely prepurchase, purchase, and post-purchase. The pre purchase stage, namely product information, ease of use, appearance has a significant effect on customer satisfaction except for the customization variable. Furthermore, the purchase stage is known that the ease of check out variable and the security assurance variable have a significant effect on customer satisfaction. The post purchase stage, the order fulfillment variable and the responsive customer service variable, have a significant effect on customer satisfaction, however, the ease of return variable has no significant effect. Customer satisfaction variables are stated to have an effect on the loyalty and trust variables. And the trust variable has a significant effect on the loyalty variable.

Item Type: Thesis (Masters)
Uncontrolled Keywords: kepercayaan, kepuasan konsumen, loyalitas, online grocery shopping, pengalaman belanja online, Structural Equation Model, Partial Least Square, SEM-PLS consumer satisfaction, loyalty, online grocery shopping, online shopping experience, trust
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 12 Mar 2022 01:50
Last Modified: 12 Mar 2022 01:50
URI: http://repository.sb.ipb.ac.id/id/eprint/3810

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