KARYA DOSEN Fakultas Ekonomi UM, 2019

Ukuran Huruf:  Kecil  Sedang  Besar

PENGARUH E-SERVICE QUALITY TERHADAP SIKAP PELANGGAN MELALUI KEPUASAN PELANGGAN PADA APLIKASI SHOPEE (STUDI PADA PELANGGAN SHOPEE)

PROBOSARI WINITA HAWK P.

Abstrak


ABSTRAK

Probosari, Winita. 2019. PengaruhE-Service Quality TerhadapSikapPelangganMelaluiKepuasanPelangganPada Aplikasi Shopee(StudiPadaPelangganShopee). Skripsi, JurusanManajemen, FakultasEkonomi, UniversitasNegeri Malang. Pembimbing: Handri Dian Wahyudi M.Sc.

Kata kunci:E-Service Quality, KepuasanPelanggan, SikapPelanggan.

Globalisasitelahmenyebabkanperubahan di berbagaibidangkearah yang lebih modern. Teknologikomunikasidaninformasimerupakanperubahan yang terlihatjelasperkembangannya. Teknologitersebutdidukungdenganadanya internet yang semakinmeningkatdanluas. Denganadanyahaltersebuttelahmemunculkanberbagaimobile platformsebagaitempatbelanjapelanggan yang efektifdanefisien, yaituShopee. Situsbelanja online Shopeeadalahaplikasi mobile commerce berbasis marketplace yang menyediakanberbagaikebutuhanpriamaupunwanitamulaidari fashion, kosmetik, elektronik, makanandsb.

Tujuanpenelitianiniuntukmengetahui:

(1) kondisie-service quality, sikappelanggan, kepuasanpelangganpadapelangganShopee,

(2) Pengaruhe-service qualityterhadapsikappelanggan,

(3) Pengaruhe-service qualityterhadapkepuasanpelanggan,

(4) Pengaruhkepuasanpelangganterhadapsikappelanggan,

(5) Pengaruhlangsungdantidaklangsungvariabele-service qualityterhadapsikappelangganmelaluikepuasanpelanggan.

Penelitianinimenggunakanrancanganpenelitiandeskriptifdaneksplanatoridenganpendekatankuantitatif. Populasidalampenelitianiniadalahpelanggansitusbelanja online Shopee. Penentuansampel yang digunakanadalahtenikpurposive sampling. Jumlahsampeldalampenelitianiniadalahsebanyak 152 responden. Teknikanalisis data berupaanalisis PLS-SEM denganWarpPLS 6.0.

Hasilpenelitianmenunjukkanbahwa:

(1) Kondisie-service qualitypadapelangganShopeeadalahbaik, kondisisikappelangganadalahsuka, kondisikepuasanpelangganadalahsangatpuas,

(2) E-service qualityberpengaruhpositifterhadapsikappelanggan,

(3) E-service qualityberpengaruhpositifterhadapkepuasanpelanggan,

(4) (4)Sikappelangganberpengaruhpositifterhadapkepuasanpelanggan,

(5) E-service qualityberpengaruhpositifsecaralangsungdantidaklangsungterhadapsikappelangganmelaluikepuasanpelanggan.

Berdasarkanpenelitianini, situsbelanja online Shopeediharapkan:

(1) meningkatkankualitasaplikasidankestabilanaplikasi agar lebihcepatdalammemuat data danpelanggan pun lebihcepatdannyamandalammelakukantransaksipadaaplikasiShopee,

(2) memperluasdanmelengkapikebutuhanpelanggan agar kebutuhanpelangganterpenuhidenganbaik.

ABSTRACT

Probosari, Winita. 2019. The Effects Of E-Service Quality On Customer Attitudes Through Customer Satisfaction on Shopee Applications Study on Shopee Customer. Sarjana’s Thesis, Management Department, Faculty of Economics, UniversitasNegeri Malang. Advisor: Handri Dian Wahyudi M.Sc.

Keywords: Customer Attitude, Customer Satisfaction, E-Service Quality.

Globalization has to changes in various field to a more modern. The most obvious advancement can be seen from communication and information technology. The now a days technology is supported by a more widespread internet access. Thus, brought up various mobile platforms including an effective and efficient online shopping platform, namely Shopee. Shopee is a marketplace based mobile commerce application that provides a variety of male and female needs such as fashion, cosmetics, electronics, foods and etc.

The purpose of this research are to know:

(1) E-service quality condition, customer attitudes, customer satisfaction in Shopee,

(2) Direct impact of e-service quality to customer attitudes,

(3) Direct impact of e-service quality to customer satisfaction,

(4) Direct impact of customer satisfaction to customer attitudes,

(5) Direct and indirect of e-service quality variable to customer attitudes through customer satisfaction.

 

The research uses a descriptive and explanatory design with quantitative approach. The population of this research are customers Shopee online shopping site. Sample determining is purposive sampling technique. The number of samples in this study were 152 respondents. Data analysis technique such as PLS-SEM analysis methods with WarpPLS 6.0.

The result of the research shows that:

(1) The condition of e-service quality in Shopee customers was good, the condition of customers attitude was like, the condition of customers satisfaction was very satisfied,

(2) E-service quality has a positive effect into the customer attitude,

(3) E-service quality has a positive effect into the customer satisfaction,

(4) Customer satisfaction has a positive effect into the customer attitude,

(5) E-service quality has a direct and indirect positive effect on customer attitude throu

The result of the research conclude that

(1) There is a positive and significant influence between e-service quality and customer satisfaction on Shopee applications;

(2) There is a positive and significant influence between customer satisfaction and customer attitudes on Shopee applications;

(3) There is a positive and significant influence between e-service quality and customer attitudes;

(4) Customer satisfactions mediates the effects of e-service quality on customer attitudes on Shopee applications.

Based on thus research, Shopee online shopping sites is expected:

(1) Improve application quality and application stability to be faster in loading data and customer are faster and more comfortable in transaction on Shopee,

(2) Expanding and completing customer needs so that customer need fulfilled well.