SKRIPSI Jurusan Manajemen - 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

Abstrak


ABSTARK

Probosari, Winita. 2019. Pengaruh E-Service Quality Terhadap Sikap Pelanggan Melalui Kepuasan Pelanggan Pada Aplikasi Shopee (Studi Pada Pelanggan Shopee). Skripsi, Jurusan Manajemen, Fakultas Ekonomi, Universitas Negeri Malang. Pembimbing: Handri Dian Wahyudi M.Sc.

 

Kata kunci: E-Service Quality, Kepuasan Pelanggan, Sikap Pelanggan.

Globalisasi telah menyebabkan perubahan di berbagai bidang ke arah yang lebih modern. Teknologi komunikasi dan informasi merupakan perubahan yang terlihat jelas perkembangannya. Teknologi tersebut didukung dengan adanya internet yang semakin meningkat dan luas. Dengan adanya hal tersebut telah memunculkan berbagai mobile platform sebagai tempat belanja pelanggan yang efektif dan efisien, yaitu Shopee. Situs belanja online Shopee adalah aplikasi mobile commerce berbasis marketplace yang menyediakan berbagai kebutuhan pria maupun wanita mulai dari fashion, kosmetik, elektronik, makanan dsb.

Tujuan penelitian ini untuk mengetahui:

(1) kondisi e-service quality, sikap pelanggan, kepuasan pelanggan pada pelanggan Shopee,

(2) Pengaruh e-service quality terhadap sikap pelanggan,

(3) Pengaruh e-service quality terhadap kepuasan pelanggan,

(4) Pengaruh kepuasan pelanggan terhadap sikap pelanggan,

(5) Pengaruh langsung dan tidak langsung variabel e-service quality terhadap sikap pelanggan melalui kepuasan pelanggan.

Penelitian ini menggunakan rancangan penelitian deskriptif dan eksplanatori dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah pelanggan situs belanja online Shopee. Penentuan sampel yang digunakan adalah tenik purposive sampling. Jumlah sampel dalam penelitian ini adalah sebanyak 152 responden. Teknik analisis data berupa analisis PLS-SEM dengan WarpPLS 6.0.

Hasil penelitian menunjukkan bahwa:

(1) Kondisi e-service quality pada pelanggan Shopee adalah baik, kondisi sikap pelanggan adalah suka, kondisi kepuasan pelanggan adalah sangat puas,

(2) E-service quality berpengaruh positif terhadap sikap pelanggan,

(3) E-service quality berpengaruh positif terhadap kepuasan pelanggan,

(4) Sikap pelanggan berpengaruh positif terhadap kepuasan pelanggan,

(5) E-service quality berpengaruh positif secara langsung dan tidak langsung terhadap sikap pelanggan melalui kepuasan pelanggan.

Berdasarkan penelitian ini, situs belanja online Shopee diharapkan:

(1) meningkatkan kualitas aplikasi dan kestabilan aplikasi agar lebih cepat dalam memuat data dan pelanggan pun lebih cepat dan nyaman dalam melakukan transaksi pada aplikasi Shopee,

(2) memperluas dan melengkapi kebutuhan pelanggan agar kebutuhan pelanggan terpenuhi dengan baik.

 

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, Universitas Negeri 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 through customer satisfaction.

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.