KENYAMANAN ONLINE DALAM MENCIPTAKAN KEPUASAN PELANGGAN ONLINE PADA PENGGUNA TOKOPEDIA

Authors

  • Luntoro Agung Bongso Universitas Kristen Maranatha
  • Allen Kristiawan Universitas Kristen Maranatha

DOI:

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

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

Author Biographies

Luntoro Agung Bongso, Universitas Kristen Maranatha

Program Studi Manajemen, Fakultas Bisnis, Universitas Kristen Maranatha

Allen Kristiawan, Universitas Kristen Maranatha

Program Studi Manajemen, Fakultas Bisnis.

References

Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., & Wood, S. (1997). Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces. Journal of Marketing, 38-53.

Astutik, Y. (2021, 03 29). cnbcindonesia.com. Retrieved from CNBC Indonesia: https://www.cnbcindonesia.com/tech/20210329124334-37-233619/begini-perubahan-pola-belanja-di-toko-online-selama-pandemi

BEAUCHAMP, M. B., & PONDER, N. (2010). PERCEPTIONS OF RETAIL CONVENIENCE FOR IN-STORE AND ONLINE SHOPPERS. The Marketing Management Journal, 49-65.

Berry, L. L., & Grewal, D. (2002). Understanding Service Convenience. Journal of Marketing, 26-41.

Duarte, P., e Silva, S. C., & Ferreira, M. B. (2018). How convenient is it? Delivering online shopping convenience to enhance. Journal of Retailing and Consumer Services, 161-169.

Emrich, O., Paul, M., & Rudolph, T. (2015). Shopping Benefits of Multichannel Assortment Integration and the Moderating Role of Retailer Type. Journal of Retailing, 1-17.

Ghozali, I. (2013). Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23. Badan Penerbit Universitas Diponegoro.

Hardianto, A. W. (2019). ANALISIS STIMULUS-ORGANISM-RESPONSE MODEL PADA “DOVE CAMPAIGN FOR REAL BEAUTY†2004 – 2017. Jurnal Transaksi, 1-15.

Haridasan, A. C., & Fernando, A. G. (2018). Online or in-store: unravelling consumer’s channel choice motives. Journal of Research in Interactive Marketing, 1-17.

Imron, I. (2019). Analisa Pengaruh Kualitas Produk Terhadap Kepuasan Konsumen Menggunakan Metode Kuantitatif Pada CV. Meubele Berkah Tangerang. Indonesian Journal on Software Engineering, 19-28.

Jaiswal, S., & Singh, A. (2020). Influence of the Determinants of Online Customer Experience on Online Customer Satisfaction. 41-55.

Javadi, M. H., Dolatabadi, H. R., Nourbakhsh, M., Poursaeedi, A., & Asadollahi, A. R. (2012). An Analysis of Factors Affecting on Online Shopping Behavior of Consumers. International Journal of Marketing Studies, 81-98.

Jiang, L. (., Yang, Z., & Jun, M. (2013). Measuring consumer perceptions of online shopping convenience. Journal of Service Management, 191-214.

Kerviler, G. d., Demoulin, N. T., & Zidda, P. (2016). Adoption of in-store mobile payment: Are perceived risk and convenience the only drivers? Journal of Retailing and Consumer Services, 334-344.

King, S. F., & Liou, J. S. (2004). A framework for internet channel evaluation. International Journal of Information Management, 473-488.

Kollmann, T., Kuckertz, A., & Kayser, I. (2012). Cannibalization or synergy? Consumers’ channel selection in online–offline multichannel systems. Journal of Retailing and Consumer Services, 186-194.

Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education.

Kumar, A., & Kashyap, A. K. (2018). Leveraging utilitarian perspective of online shopping to motivate online shoppers. International Journal of Retail & Distribution Management, 247-263.

Mehmood, S. M. (2017). Understanding the Impact of Service Convenience on Customer Satisfaction in Home Delivery: Evidence from Pakistan. International Journal of Electronic Customer Relationship Management, 1-45.

Meixian, L. (2015). Convenience and Online Consumer Shopping Behavior: A Business Anthropological Case Study Based on the Contingent Valuation Method. The Anthropologist, 8-17.

Mosteller, J., Donthu, N., & Eroglu, S. (2014). The fluent online shopping experience. Journal of Business Research, 8.

Pappas, I. O., Kourouthanassis, P. E., Giannakos, M. N., & Chrissikopoulos, V. (2015). Explaining online shopping behavior with fsQCA: The role of cognitive and affective perceptions. Journal of Business Research, 10.

Pham, Q. T., Tran, X. P., Misra, S., Maskeliunas, R., & Damaševicius, R. (2018). Relationship between Convenience, Perceived Value, and Repurchase Intention in Online Shopping in Vietnam. 1-14.

Phuong, L.-H. V. (2020). THE RELATIONSHIP BETWEEN ONLINE CONVENIENCE, ONLINE CUSTOMER SATISFACTION, BUYING INTENTION AND ELECTRONIC WORD-OF-MOUTH. INDEPENDENT JOURNAL OF MANAGEMENT & PRODUCTION (IJM&P), 25.

Rohm, A. J., & Swaminathan, V. (2004). A typology of online shoppers based on shopping motivations. Journal of Business Research, 748-757.

Seiders, K., Berry, L. L., & Gresham, L. G. (2000). Attention, Retailers! How Convenient Is Your Convenience Strategy? Sloan Management Review, 79-89.

Seiders, K., Voss, G. B., Godfrey, A. L., & Grewal, D. (2007). SERVCON: development and validation of a multidimensional service convenience scale. Journal of the Academy of Marketing Science, 144-156.

Sekaran, U., & Bougie, R. (2013). Metode Penelitian untuk Bisnis. John Wiley & Sons, Inc.

Setyaning, A. N., & Nugroho, S. S. (2020). The influence of website characteristics on customer satisfaction. Jurnal Siasat Bisnis, 148-167.

Yakin, N., & Farida, N. (2016). Effects of Convenience Online Shopping and Satisfaction on Repeat-Purchase Intention among Students of Higher Institutions in Indonesia. Journal of Internet Banking and Commerce, 1-20.

Downloads

Published

2022-04-05

How to Cite

Bongso, L. A., & Kristiawan, A. (2022). KENYAMANAN ONLINE DALAM MENCIPTAKAN KEPUASAN PELANGGAN ONLINE PADA PENGGUNA TOKOPEDIA. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 9(1). https://doi.org/10.35794/jmbi.v9i1.38621

Most read articles by the same author(s)

1 2 > >>