Strategi Meningkatkan e-Satisfaction pada Situs Belanja Online (Studi Kasus Pada Konsumen PT. XYZ di Jabodetabek)

SUSANTO, FERI (2021) Strategi Meningkatkan e-Satisfaction pada Situs Belanja Online (Studi Kasus Pada Konsumen PT. XYZ di Jabodetabek). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to develope strategies in order to increase e-satisfation by determining, analyzing and testing the factors that influence e-satisfaction at PT. XYZ Indonesia. Multiple linear regression analysis was used to test four independent variables namely product quality, service quality, service delivery and brand image toward e-satisfaction. The research data were obtained from 230 respondents who are PT. XYZ customers who live in Jakarta, Bogor, Depok, Tangerang and Bekasi (Jabodetabek). T-test is done as hypothesis testing to determine the effect of each independent variable individually on the dependent variable. While the F test was carried out to show the effect simultaneously of all X variables to the Y variable. The results showed that product quality, service quality, service delivery and brand image partially had a significant and positive effect on the level of satisfaction in online shopping at PT. XYZ. The two variables that were most postitive and significant were product quality and service quality. While the F test results showed that all X variables together affected e-satisfaction positively and significantly. This means that this model is fit to be tested again in subsequent studies with the same x and y outside of the population in this research. Keywords: product quality, service quality, delivery service, brand image, esatisfaction, ecommerce Penelitian ini bertujuan untuk menyusun strategi dalam rangka peningkatan esatisfaction dengan cara mengetahui, menganalisis dan menguji faktor-faktor yang memengaruhi e-satisfaction di PT. XYZ Indonesia. Analisis regresi linier berganda digunakan untuk menguji empat variable bebas yaitu kualitas produk, kualitas layanan, layanan pengiriman dan citra merek terhadap e-satisfaction. Data penelitian diperoleh dari 230 responden yang merupakan pelanggan PT. XYZ yang tinggal di wilayah Jakarta, Bogor, Depok, Tangerang dan Bekasi (Jabodetabek). Uji t dilakukan sebagai pengujian hipotesis untuk mengetahui pengaruh masing-masing variabel independen secara individual terhadap variabel dependen. Sementara uji F dilakukan untuk menunjukkan pengaruh secara simultan semua variabel X ke variabel Y. Hasil penelitian menunjukkan bahwa kualitas produk, kualitas layanan, layanan pengiriman dan citra merek secara parsial berpengaruh signifikan dan positif terhadap tingkat kepuasan belanja online di PT. XYZ. Dua variable yang tertinggi dalam pengaruhnya yang positif dan signifikan adalah kualitas produk dan kualitas layanan. Sementara hasil uji F menunjukkan semua variabel X secara bersama-sama memengaruhi e-satisfaction secara positif dan signifikan. Artinya model ini fit untuk diuji kembali pada penelitian berikutnya dengan x dan y sama di luar populasi pada penelitian ini. Kata kunci: kualitas produk, kualitas layanan, layanan pengiriman, citra merek, e-satisfaction, ecommerce

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