KENYAMANAN ONLINE DALAM MENCIPTAKAN KEPUASAN PELANGGAN ONLINE PADA PENGGUNA TOKOPEDIA

Luntoro Agung Bongso, Allen Kristiawan

Abstract


ABSTRAK

E-commerce sebagai salah bentuk perkembangan dari internet telah berkembang pesat saat ini. Hadirnya e-commerce ini memudahkan manusia dalam melakukan suatu transaksi, sehingga kehidupan manusia menjadi lebih nyaman dan bisa menghemat waktu, dikarenakan sistem e-commerce yang mudah dan fleksibel. Semakin banyaknya orang yang menggunakan e-commerce, membuat perusahaan yang bergerak di industri ini harus melakukan “suatu perbedaan” agar menciptakan kepuasan pelanggan online. Peranan kenyamanan online diyakini berpengaruh dalam menciptakan kepuasan pelanggan online. Kenyamanan online ini memiliki 7 dimensi, diantaranya; Kenyamanan Akses, Kenyamanan Pencarian, Kenyamanan Evaluasi, Kenyamanan Perhatian, Kenyamanan Bertransaksi, Kenyamanan Kepemilikan, dan Kenyamanan Pasca-Kepemilikan.

Penelitian ini membahas Analisa kenyamanan online dalam menciptakan kepuasan pelanggan online pada pengguna Tokopedia. Kuesioner dilakukan terhadap 130 responden. Metode pengolahan data yang digunakan dalam penelitian ini adalah regresi linier sederhana. Hasil penelitian menjelaskan bahwa setiap dimensi kenyamanan online berpengaruh positif terhadap kepuasan pelanggan online. Dari ke-tujuh dimensi kenyamanan online, kenyamanan bertransaksi merupakan dimensi kenyamanan online yang memiliki pengaruh paling kuat  terhadap kepuasan pelanggan online dengan nilai pengaruh 39.9%.

Kata Kunci: Kenyamanan Online, Kenyamanan Akses, Kenyamanan Pencarian, Kenyamanan Evaluasi, Kenyamanan Perhatian, Kenyamanan Bertransaksi, Kenyamanan Kepemilikan, Kenyamanan Pasca-Kepemilikan, Kepuasan Pelanggan Online


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DOI: https://doi.org/10.35794/jmbi.v9i1.38621

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