ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN DAN LOYALITAS PELANGGAN PADA BELANJA ONLINE

https://doi.org/10.22146/abis.v1i3.59381

Yan Mayasari Puspita Ratih(1*)

(1) Maksi FEB UGM
(*) Corresponding Author

Abstract


Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi kepuasan dan loyalitas pelanggan pada belanja online. Teori yang digunakan dalam penelitian ini adalah model penerimaan teknologi (Davis, 1989) dan model kesuksesan sistem informasi (Delone dan McLean, 2003). Penelitian ini menggunakan sampel sebanyak 61 responden. Penyebaran kuesioner dilakukan secara online melalui forum jual beli online. Analisis yang digunakan untuk menguji adalam SEM berbasis varian atau partial least square (PLS). Hasil dari penelitian ini menunjukkan bahwa kualitas layanan, kualitas informasi, kegunaan persepsian dan nilai persepsian berpengaruh positif terhadap kepuasan pelanggan. Selanjutnya kegunaan persepsian, nilai persepsian dan kepuasan pelanggan berpengaruh positif terhadap loyalitas pelanggan. Kepuasan pelanggan merupakan faktor penentu dari terbentuknya loyalitas pelanggan belanja online.

Keywords


Abis, Abisugm, Abismaksi, Maksi, Maksiugm, Feb, Febugm, ugm, model penerimaan teknologi, model kesuksesan Delone dan McLean, kegunaan persepsian, nilai persepsian, kualitas layanan, kualitas informasi, kepuasan pelanggan, loyalitas pelanggan, belanja onli

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References

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DOI: https://doi.org/10.22146/abis.v1i3.59381

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