Pengaruh application content dan customer care terhadap e-loyalty dengan e-satisfaction sebagai variabel intervening pada konteks e-commerce shopee

Abstract

Abstrak: Meningkatnya penggunaan internet di Indonesia juga turut meningkatkan pertumbuhan E-Commerce di Indonesia. Penelitian ini bertujuan untuk mengetahui pengaruh Application Content dan Customer Care terhadap E-Loyalty dengan E-Satisfaction sebagai variabel mediasi pada konteks E-Commerce pada Shopee. Penelitian ini menggunakan jenis penelitian kuantitatif kausal. Teknik pengambilan sampel dilakukan secara random, pengumpulan data menggunakan menggunakan instrumen penelitian, analisis data bersifat kuantitatif/statistik dengan tujuan untuk menguji hipotesis yang telah ditetapkan. Dari hasil penelitian yang sudah dilakukan, dapat diambil kesimpulan yaitu Application Content memiliki pengaruh yang signifikan terhadap E-Satisfaction dan E-Loyalty. Application Content yang dimiliki suatu situs/aplikasi e-commerce berbanding lurus dengan peningkatan E-Satisfaction dan E-Loyalty perusahaan tersebut. Variabel Customer Care berpengaruh signifikan terhadap variabel E-Satisfaction dan E-Loyalty.  Pengaruh antar tiga variabel tersebut posistif, yang menunjukkan bahwa semakin baik pelayanan Customer Care perusahaan e-commerce tersebut, semakin tinggi tingkat E-Satisfaction dan E-Loyalty konsumen terhadap perusahaan tersebut.

Kata Kunci: application content, customer care, e-loyalty, e-satisfaction

Abstrak: The increasing use of the internet in Indonesia also contributes to the growth of E-Commerce in Indonesia. The purposes of this research are to know the impact of application content and customer care to e-loyalty with e-satisfaction as intervening variable in Shopee’s e-commerce context. This research using causal quantitative methods. The sampling technique is done randomly, using data collection, using research instruments, data analysis is quantitative/statistical in order to test the hypotheses that have been set.From the results of the research that has been done, it can be concluded that application content has a significant influence on e-satisfaction and e-loyalty.  Application content owned by an e-commerce application is directly proportional to the increase in e-satisfaction dan e-loyalty of  the company. The customer care has a significant effect to e-satisfaction and e-loyalty. The influence between the three variables is positive. Customer care has a significant effect to e-satisfaction and e-loyalty. The influence between the three variables is positive, which shows that the better the customer care services of e-commerce companies, the higher the level of e-satisfaction and e-loyalty of consumers towards the company.

Keyword : application content, customer care, e-satisfaction, e-loyalty