PENGARUH KUALITAS LAYANAN WEBSITE, KEMUDAHAN PENGGUNAAN WEBSITE, KEAMANAN WEBSITE, DAN KEPUASAN TERHADAP LOYALITAS PELANGGAN (Studi pada e-commerce shopee)
Abstract
Sampel dalam penelitian ini berjumlah 150 responden dengan kriteria minimal melakukan pembelian di shopee sebanyak dua kali. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah teknik non probability sampling. Sedangkan metode pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling. Penelitian ini menggunakan teknik analisis Structural Equation Modelling (SEM) dengan menggunakan program AMOS 24.0.
Temuan penelitian ini menunjukkan bahwa kualitas layanan website, kemudahan penggunaan website, dan keamanan website berpengaruh positif dan langsung terhadap kepuasan pelanggan. Sedangkan kepuasan pelanggan berpengaruh positif dan langsung terhadap loyalitas pelanggan. Dalam hal ini, kepuasan pelanggan memediasi pengaruh kualitas layanan website, kemudahan penggunaan website, dan keamanan website terhadap loyalitas pelanggan. Dalam penelitian ini menunjukkan bahwa apabila website/aplikasi shopee yang memiliki kualitas layanan yang unggul, mudah digunakan oleh pengguna, serta memiliki kemampuan menjaga privasi data pengguna, maka para pengguna shopee akan puas saat belanja. Selain itu, mereka akan terus menggunakan aplikasi shopee tersebut karena mampu memenuhi kebutuhan konsumen dengan baik.
Kata kunci : Kualitas Layanan Website, Kemudahan Penggunaan, Keamanan Website, Kepuasan, dan Loyalitas Pelanggan
Full Text:
PDFReferences
Abdullah, F., Ward, R., & Ahmed, E. (2016). Investigating the influence of the most commonly used external variables of TAM on students’ Perceived Ease of Use (PEOU) and Perceived Usefulness (PU) of e-portfolios. Computers in Human Behavior, 63, 75–90. https://doi.org/10.1016/j.chb.2016.05.014
Aboobucker, I., & Bao, Y. (2018). What obstruct customer acceptance of internet banking? Security and privacy, risk, trust and website usability and the role of moderators. Journal of High Technology Management Research, 29(1), 109–123. https://doi.org/10.1016/j.hitech.2018.04.010
Ahmed, S., Al Asheq, A., Ahmed, E., Chowdhury, U. Y., Sufi, T., & Mostofa, M. G. (2022). The intricate relationships of consumers’ loyalty and their perceptions of service quality, price and satisfaction in restaurant service. TQM Journal. https://doi.org/10.1108/TQM-06-2021-0158
Ali, F. (2016). Hotel website quality , perceived flow , customer satisfaction and purchase intention. 7(2), 213–228. https://doi.org/10.1108/JHTT-02-2016-0010
Barusman, A. R. P. (2019). The effect of security, service quality, operations and information management, reliability &trustworthiness on e-loyalty moderated by customer satisfaction on the online shopping website. International Journal of Supply Chain Management, 8(6), 586–594.
Cakici, A. C., Akgunduz, Y., & Yildirim, O. (2019). The impact of perceived price justice and satisfaction on loyalty: the mediating effect of revisit intention. Tourism Review, 74(3), 443–462. https://doi.org/10.1108/TR-02-2018-0025
Camilleri, M. A. (2021). E-commerce websites , consumer order fulfillment and after-sales service satisfaction : the customer is always right , even after the shopping cart check-out. https://doi.org/10.1108/JSMA-02-2021-0045
Cao, Y., Ajjan, H., & Hong, P. (2018). Post-purchase shipping and customer service experiences in online shopping and their impact on customer satisfaction: An empirical study with comparison. Asia Pacific Journal of Marketing and Logistics, 30(2), 400–416. https://doi.org/10.1108/APJML-04-2017-0071
Chiu, W., & Cho, H. (2019). E-commerce brand: The effect of perceived brand leadership on consumers’ satisfaction and repurchase intention on e-commerce websites. Asia Pacific Journal of Marketing and Logistics, 33(6), 1339–1362. https://doi.org/10.1108/APJML-10-2018-0403
Chiu, W., & Cho, H. (2021). E-commerce brand. 33(6), 1339–1362. https://doi.org/10.1108/APJML-10-2018-0403
Cho, J. (2016). The impact of post-adoption beliefs on the continued use of health apps. International Journal of Medical Informatics, 87, 75–83. https://doi.org/10.1016/j.ijmedinf.2015.12.016
Choi, J., & Nazareth, D. L. (2014). Repairing trust in an e-commerce and security context: An agent-based modeling approach. Information Management and Computer Security, 22(5), 490–512. https://doi.org/10.1108/IMCS-09-2013-0069
Chou, S., Chen, C. W., & Lin, J. Y. (2015). Female online shoppers: Examining the mediating roles of e-satisfaction and e-trust on e-loyalty development. Internet Research, 25(4), 542–561. https://doi.org/10.1108/IntR-01-2014-0006
Cunningham, N., & Meyer-heydenrych, C. De. (2021). Premium versus affordable clothing retailers : what are customer expectations for satisfaction and repurchase intentions ? 1. https://doi.org/10.1108/IJRDM-07-2020-0265
Curtis, S. R., Carre, J. R., & Jones, D. N. (2018). Consumer security behaviors and trust following a data breach. Managerial Auditing Journal, 33(4), 425–435. https://doi.org/10.1108/MAJ-11-2017-1692
Demirci Orel, F., & Kara, A. (2014). Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer Services, 21(2), 118–129. https://doi.org/10.1016/j.jretconser.2013.07.002
Enaizan, O., Eneizan, B., Almaaitah, M., Al-Radaideh, A. T., & Saleh, A. M. (2020). Effects of privacy and security on the acceptance and usage of EMR: The mediating role of trust on the basis of multiple perspectives. Informatics in Medicine Unlocked, 21, 100450. https://doi.org/10.1016/j.imu.2020.100450
Filieri, R., Acikgoz, F., Ndou, V., & Dwivedi, Y. (2021). Is TripAdvisor still relevant? The influence of review credibility, review usefulness, and ease of use on consumers’ continuance intention. International Journal of Contemporary Hospitality Management, 33(1), 199–223. https://doi.org/10.1108/IJCHM-05-2020-0402
Gajewska, T., Zimon, D., Kaczor, G., & Madzík, P. (2020). The impact of the level of customer satisfaction on the quality of e-commerce services. International Journal of Productivity and Performance Management, 69(4), 666–684. https://doi.org/10.1108/IJPPM-01-2019-0018
Goode, S., Lin, C., Tsai, J. C., & Jiang, J. J. (2015). Rethinking the role of security in client satisfaction with Software-as-a-Service (SaaS) providers. Decision Support Systems, 70, 73–85. https://doi.org/10.1016/j.dss.2014.12.005
Hanaysha, J. (2016). The Importance of Social Media Advertisements in Enhancing Brand Equity: A Study on Fast Food Restaurant Industry in Malaysia. International Journal of Innovation, Management and Technology, 7(2), 46–51. https://doi.org/10.18178/ijimt.2016.7.2.643
Hanif, Y., & Lallie, H. S. (2021). Security factors on the intention to use mobile banking applications in the UK older generation (55+). A mixed-method study using modified UTAUT and MTAM - with perceived cyber security, risk, and trust. Technology in Society, 67(September). https://doi.org/10.1016/j.techsoc.2021.101693
Hsu, L. C., Wang, K. Y., & Chih, W. H. (2013). Effects of web site characteristics on customer loyalty in B2B e-commerce: Evidence from Taiwan. Service Industries Journal, 33(11), 1026–1050. https://doi.org/10.1080/02642069.2011.624595
Humagain, P., & Singleton, P. A. (2021). Journal of Destination Marketing & Management Examining relationships between COVID-19 destination practices , value , satisfaction and behavioral intentions for tourists ’ outdoor recreation trips. Journal of Destination Marketing & Management, 22(November), 100665. https://doi.org/10.1016/j.jdmm.2021.100665
Hussain, S. M. (2014). Measuring Quality of Electronic Service ( E- Service ) In Banking. 350–359.
Islam, R., Ahmed, S., Rahman, M., & Al Asheq, A. (2021). Determinants of service quality and its effect on customer satisfaction and loyalty: an empirical study of private banking sector. TQM Journal, 33(6), 1163–1182. https://doi.org/10.1108/TQM-05-2020-0119
Islam, T., Islam, R., Pitafi, A. H., Xiaobei, L., Rehmani, M., Irfan, M., & Mubarak, M. S. (2021). The impact of corporate social responsibility on customer loyalty: The mediating role of corporate reputation, customer satisfaction, and trust. Sustainable Production and Consumption, 25, 123–135. https://doi.org/10.1016/j.spc.2020.07.019
Izuagbe, R., Ibrahim, N. A., Ogiamien, L. O., Olawoyin, O. R., Nwokeoma, N. M., Ilo, P. I., & Osayande, O. (2019). Effect of perceived ease of use on librarians’ e-skills: Basis for library technology acceptance intention. Library and Information Science Research, 41(3), 100969. https://doi.org/10.1016/j.lisr.2019.100969
Ji, C., & Prentice, C. (2021). Linking transaction-specific satisfaction and customer loyalty – The case of casino resorts. Journal of Retailing and Consumer Services, 58(June 2020), 102319. https://doi.org/10.1016/j.jretconser.2020.102319
Jiang, L., Jun, M., & Yang, Z. (2016). Customer-perceived value and loyalty: how do key service quality dimensions matter in the context of B2C e-commerce? Service Business, 10(2), 301–317. https://doi.org/10.1007/s11628-015-0269-y
Jimenez, N., San-Martin, S., & Azuela, J. I. (2016). La confianza y la satisfacción: claves para la lealtad del cliente en el comercio móvil. Academia Revista Latinoamericana de Administracion, 29(4), 486–510. https://doi.org/10.1108/ARLA-12-2014-0213
Khan, M. A., Zubair, S. S., & Malik, M. (2019). An assessment of e-service quality, e-satisfaction and e-loyalty: Case of online shopping in Pakistan. South Asian Journal of Business Studies, 8(3), 283–302. https://doi.org/10.1108/SAJBS-01-2019-0016
Li, F., Lu, H., Hou, M., Cui, K., & Darbandi, M. (2021a). Customer satisfaction with bank services: The role of cloud services, security, e-learning and service quality. Technology in Society, 64(July 2020), 101487. https://doi.org/10.1016/j.techsoc.2020.101487
Li, F., Lu, H., Hou, M., Cui, K., & Darbandi, M. (2021b). Customer satisfaction with bank services: The role of cloud services, security, e-learning and service quality. Technology in Society, 64(October 2020), 101487. https://doi.org/10.1016/j.techsoc.2020.101487
Li, H., Aham-Anyanwu, N., Tevrizci, C., & Luo, X. (2015). The interplay between value and service quality experience: e-loyalty development process through the eTailQ scale and value perception. Electronic Commerce Research, 15(4), 585–615. https://doi.org/10.1007/s10660-015-9202-7
Li, X., Zhao, X., Xu, W. (Ato), & Pu, W. (2020). Measuring ease of use of mobile applications in e-commerce retailing from the perspective of consumer online shopping behaviour patterns. Journal of Retailing and Consumer Services, 55(March), 102093. https://doi.org/10.1016/j.jretconser.2020.102093
Liang, L. J., Choi, H. C., & Joppe, M. (2018). International Journal of Hospitality Management Exploring the relationship between satisfaction , trust and switching intention , repurchase intention in the context of Airbnb. International Journal of Hospitality Management, 69(September 2016), 41–48. https://doi.org/10.1016/j.ijhm.2017.10.015
Lien, C. H., Wu, J. J., Chen, Y. H., & Wang, C. J. (2014). Trust transfer and the effect of service quality on trust in the healthcare industry. Managing Service Quality, 24(4), 399–416. https://doi.org/10.1108/MSQ-11-2013-0255
Lin, Y., Luo, J., Cai, S., Ma, S., & Rong, K. (2016). Exploring the service quality in the e-commerce context: A triadic view. Industrial Management and Data Systems, 116(3), 388–415. https://doi.org/10.1108/IMDS-04-2015-0116
Mohammadi, H. (2015). Investigating users’ perspectives on e-learning: An integration of TAM and IS success model. Computers in Human Behavior, 45, 359–374. https://doi.org/10.1016/j.chb.2014.07.044
Molinillo, S., Aguilar-Illescas, R., Anaya-Sánchez, R., & Liébana-Cabanillas, F. (2021). Social commerce website design, perceived value and loyalty behavior intentions: The moderating roles of gender, age and frequency of use. Journal of Retailing and Consumer Services, 63(February). https://doi.org/10.1016/j.jretconser.2020.102404
Nguyen, T. T. N. (2020). Developing and validating five-construct model of customer satisfaction in beauty and cosmetic E-commerce. Heliyon, 6(9), e04887. https://doi.org/10.1016/j.heliyon.2020.e04887
Nilashi, M., Ibrahim, O., Reza Mirabi, V., Ebrahimi, L., & Zare, M. (2015). The role of Security, Design and Content factors on customer trust in mobile commerce. Journal of Retailing and Consumer Services, 26, 57–69. https://doi.org/10.1016/j.jretconser.2015.05.002
Nisar, T. M., & Prabhakar, G. (2017a). What factors determine e-satisfaction and consumer spending in e-commerce retailing? Journal of Retailing and Consumer Services, 39(July), 135–144. https://doi.org/10.1016/j.jretconser.2017.07.010
Nisar, T. M., & Prabhakar, G. (2017b). What factors determine e-satisfaction and consumer spending in e-commerce retailing? Journal of Retailing and Consumer Services, 39, 135–144. https://doi.org/10.1016/j.jretconser.2017.07.010
Nunkoo, R., Teeroovengadum, V., Ringle, C. M., & Sunnassee, V. (2020). Service quality and customer satisfaction: The moderating effects of hotel star rating. International Journal of Hospitality Management, 91(October 2019), 102414. https://doi.org/10.1016/j.ijhm.2019.102414
Okazaki, S., & Mendez, F. (2013). Exploring convenience in mobile commerce: Moderating effects of gender. Computers in Human Behavior, 29(3), 1234–1242. https://doi.org/10.1016/j.chb.2012.10.019
Ozturk, A. B., Bilgihan, A., Nusair, K., & Okumus, F. (2016). What keeps the mobile hotel booking users loyal? Investigating the roles of self-efficacy, compatibility, perceived ease of use, and perceived convenience. International Journal of Information Management, 36(6), 1350–1359. https://doi.org/10.1016/j.ijinfomgt.2016.04.005
Palese, B., & Usai, A. (2018). The relative importance of service quality dimensions in E-commerce experiences. International Journal of Information Management, 40(August 2017), 132–140. https://doi.org/10.1016/j.ijinfomgt.2018.02.001
Pereira, H. G., Salgueiro, M. de F., & Rita, P. (2016). Online purchase determinants of loyalty: The mediating effect of satisfaction in tourism. Journal of Retailing and Consumer Services, 30, 279–291. https://doi.org/10.1016/j.jretconser.2016.01.003
Picón, A., Castro, I., & Roldán, J. L. (2014). The relationship between satisfaction and loyalty: A mediator analysis. Journal of Business Research, 67(5), 746–751. https://doi.org/10.1016/j.jbusres.2013.11.038
Rauniar, R., Rawski, G., Yang, J., & Johnson, B. (2014). Technology acceptance model (TAM) and social media usage: An empirical study on Facebook. Journal of Enterprise Information Management, 27(1), 6–30. https://doi.org/10.1108/JEIM-04-2012-0011
Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10), e02690. https://doi.org/10.1016/j.heliyon.2019.e02690
Rodríguez, P. G., Villarreal, R., Valiño, P. C., & Blozis, S. (2020). A PLS-SEM approach to understanding E-SQ, E-Satisfaction and E-Loyalty for fashion E-Retailers in Spain. Journal of Retailing and Consumer Services, 57(December 2019). https://doi.org/10.1016/j.jretconser.2020.102201
Salvatore, L., Fiore, M., & Galati, A. (2021). Socio-Economic Planning Sciences Measuring consumers ’ level of satisfaction for online food shopping during COVID-19 in Italy using POSETs. April.
Sharifi, S. S., & Esfidani, M. R. (2014). The impacts of relationship marketing on cognitive dissonance, satisfaction, and loyalty: The mediating role of trust and cognitive dissonance. International Journal of Retail and Distribution Management, 42(6), 553–575. https://doi.org/10.1108/IJRDM-05-2013-0109
Sharma, G., & Lijuan, W. (2015). The effects of online service quality of e-commerce Websites on user satisfaction. Electronic Library, 33(3), 468–485. https://doi.org/10.1108/EL-10-2013-0193
Shin, J. I., Chung, K. H., Oh, J. S., & Lee, C. W. (2013). The effect of site quality on repurchase intention in Internet shopping through mediating variables: The case of university students in South Korea. International Journal of Information Management, 33(3), 453–463. https://doi.org/10.1016/j.ijinfomgt.2013.02.003
Slack, N. J., & Singh, G. (2020). The effect of service quality on customer satisfaction and loyalty and the mediating role of customer satisfaction : Supermarkets in Fiji. TQM Journal, 32(3), 543–558. https://doi.org/10.1108/TQM-07-2019-0187
Taufik, N., & Hanafiah, M. H. (2019). Airport passengers’ adoption behaviour towards self-check-in Kiosk Services: the roles of perceived ease of use, perceived usefulness and need for human interaction. Heliyon, 5(12). https://doi.org/10.1016/j.heliyon.2019.e02960
Tzavlopoulos, Ι., Gotzamani, K., Andronikidis, A., & Vassiliadis, C. (2019). Determining the impact of e-commerce quality on customers’ perceived risk, satisfaction, value and loyalty. International Journal of Quality and Service Sciences, 11(4), 576–587. https://doi.org/10.1108/IJQSS-03-2019-0047
Uzir, M. U. H., Al Halbusi, H., Thurasamy, R., Thiam Hock, R. L., Aljaberi, M. A., Hasan, N., & Hamid, M. (2021). The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country. Journal of Retailing and Consumer Services, 63(April), 102721. https://doi.org/10.1016/j.jretconser.2021.102721
Wu, Y., & Li, E. Y. (2018). Marketing mix , customer value , and customer loyalty. https://doi.org/10.1108/IntR-08-2016-0250
Zarei, G., Nuri, B. A., & Noroozi, N. (2019). The effect of Internet service quality on consumers ’ purchase behavior : The role of satisfaction , attitude , and purchase intention. Journal of Internet Commerce, 0(0), 1–24. https://doi.org/10.1080/15332861.2019.1585724
DOI: http://dx.doi.org/10.29040/jap.v23i2.6468
Refbacks
- There are currently no refbacks.
Jurnal Akuntansi dan Pajak, ISSN 1412-629X l E-ISSN 2579-3055
This work is licensed under a Creative Commons Attribution 4.0 International License.
