ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI LOYALITAS PENGGUNA E-COMMERCE TOKOPEDIA

GABRIELA ANASTESISSIA NINDYA PADMASANTI, Fitri Amalia, S.E., M.Sc.

2017 | Skripsi | S1 AKUNTANSI

Perusahaan e-commerce memiliki komoditas berupa sistem e-commerce Pengetahuan atas pengaruh sistem yang dimiliki perusahaan terhadap loyalitas pelanggan menjadi sangat penting seiring dengan peningkatan persaingan bisnis di bidang ini. Penelitian ini menganalisis faktor-faktor yang mempengaruhi intensi loyalitas pengguna sistem e-commerce Tokopedia di Yogyakarta, baik pengguna pembeli maupun penjual, dengan menemukan bukti korelasi antara system quality, information quality, service quality, user satisfaction, dan loyalty intention. Penelitian menggunakan data primer yang diperoleh melalui instrumen kuesioner. Data diproses menggunakan metode Structural Equation Model (SEM) - Partial Least Square (PLS). Hasil analisis menunjukkan loyalty intention pembeli dipengaruhi secara signifikan oleh system quality, service quality, dan user satisfaction. Sedangkan loyalty intention penjual dipengaruhi secara signifikan oleh system quality, information quality, dan user satisfaction.

E-commerce companies is selling e-commerce system. Knowledge of the effect of this systems to customer loyalty becomes prominent with the increase of competition in this field. This study analyzes the factors that influence the loyalty intention of Tokopedia e-commerce system user in Yogyakarta, from buyer and seller perspective, to find evidence of correlation between system quality, information quality, service quality, user satisfaction, and loyalty intention. The study use primary data obtained through the questionaire. Data was processed with Structural Equation Model (SEM) - Partial Least Square (PLS) technique. The factors that significantly affect buyer loyalty intention are system quality, service quality, and user satisfaction. The factors that significantly affect seller loyalty intention are system quality, information quality, and user satisfaction.

Kata Kunci : e-commerce, system quality, information quality, service quality, user satisfaction, loyalty intention