Factors Affecting Customer Satisfaction in Online Shopping for Agricultural Products

JESSICA IRENA ANTONO, Dr. Jamhari, S.P. M.P.; Dr. Jangkung Handoyo Mulyo, M.Ec.; Dr. Ir. Lestari Rahayu Waluyati, M.P.

2020 | Tesis | Magister Manajemen Agribisnis

Meskipun telah banyak penelitian dilakukan untuk mengetahui factor-faktor yang mempengaruhi kepuasaan pelanggan dalam berbelanja online, namun masih jarang dari penelitian-penelitian tersebut yang berfokus pada produk hasil pertanian. Oleh karena itu, penelitian ini bertujuan untuk mementukan factor-faktor utama yang mempengaruhi kepuasaan pelanggan dalam berbelanja online produk hasil pertanian. Penelitian ini juga sekaligus menguji hubungan kepuasaan pelanggan, loyalitas pelanggan, dan e-WOM positif. Sejumlah 112 respon berhasil dikumpulkan melalui survei daring dan data tersebut digunakan dalam analisis statistic menggunakan Teknik Partial Least Square-Structural Equation Modelling (PLS-SEM). Hasil analisis mengungkapkan bahwa lima dari delapan faktor yang diduga berpengaruh � kualitas informasi, atribut produk, pemenuhan pesanan, privasi, dan kenyamanan � adalah benar determinan dari kepuasaan pelanggan dalam berbelanja online produk hasil pertanian, sedangkan pengaruh dari desain website, layanan pelangganan, dan keamanan tidak signifikan. Penelitian ini juga menemukan bahwa kepuasaan pelanggan memiliki pengaruh positif terhadap kepuasaan pelanggan maupun e-WOM positif. Lebih lanjut, hasil menunjukan bahwa ada pengaruh tidak langsung dari kepuasaan pelanggan terhadap e-WOM positif yang diperantarai lewat loyalitas pelanggan.

Although a number of research has been conducted to explore the factors affecting customer satisfaction in online shopping, there is still lack of studies that attempt to determine the antecedents of customer satisfaction focusing on agricultural products. Therefore, this study sought to reveal the major determinants of customer satisfaction in online shopping for agricultural products. In addition, this study also examined the relationship between customer satisfaction, customer loyalty, and positive e-WOM. A total of 112 responses were obtained through an online survey and were used in statistical analysis using Partial Least Square-Structural Equation Modelling (PLS-SEM) technique. The analysis suggested that five from eight factors proposed � information quality, merchandise attributes, order fulfilment, privacy, and convenience � were strongly predictive of online shopping customer satisfaction, while the effect of website design, customer service, and security were found to have insignificant effect. This study also found that customer satisfaction had a positive influence both on customer loyalty and positive e-WOM. In addition, the result demonstrated that there was an indirect influence of customer satisfaction on positive e-WOM through customer loyalty.

Kata Kunci : Agricultural products, Customer satisfaction, Customer loyalty, Positive e-WOM