Abstract
The purpose of this research was to inoestigate the factors influencing consumer’s loyalty toward e-commerce website. The samples were those who used and interacted to the website. We applied nonprobability sampling and the questionnaires were distributed online. Returned and processed questionnaires were from 100 respondents.
Processing data using SPSS software oersion 13.00 and hypothesis testing using simple regression analysis. The coefficient of determination (R Square) is equal to 0.339. This result showed that the effect of satisfaction on E-loyalty was about 33.9% and the rest of it was about 66.1% that influenced by other factors. The results showed that the oariables of satisfaction had an influence on e-loyalty at online shop Snowy Shop.
Abstrak
Tujuan penelitian ini adalah untuk meneliti faktor-faktor yang mempengaruhi loyalitas konsumen terhadap e-commercet Sampel penelitian ini adalah orang-orang yang menggunakan website dan berinteraksi dengan websitet Penelitian ini menggunakan teknik nonprobability sampling dengan menyebarkan kuesioner yang dibagikan secara onlinet Jumlah responden yang mengembalikan dan mengisi kuesioner adalah 100 respondent
Pengolahan data menggunakan perangkat lunak SPSS versi 13t00 dan pengujian hipotesis menggunakan analisis regresi sederhanat Koefisien determinasi (R Square) adalah sebesar 0t339t Hal ini menunjukan bahwa pengaruh kepuasan terhadap E-Loyalty sebesar 33,9% dan sisanya sebesar 66,1% dipengaruhi oleh faktor laint Hasil penelitian menunjukan bahwa variabel dari kepuasan mempunyai pengaruh terhadap E-Loyalty pada online shop Snowy Shopt
DAFTAR ISI
HALAMAN JUDUL ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttti
HALAMAN PENGESAHAN ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttii
PERNYATAAN KEASLIAN KARYA TULIS SKRIPSI tttttttttttttttttttttttttttttttttiii
SURAT PERNYATAAN PENELITIAN TIDAK MENGGUNAKAN
PERUSAHAAN ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttiv
PERNYATAAN ORISINALITAS LAPORAN PENELITIANtttttttttttttttttttttttttttv
PERNYATAAN PUBLIKASI LAPORAN PENELITIANttttttttttttttttttttttttttttttttvi
KATA PENGANTAR tttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttvii
ABSTRACTttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttx
ABSTRAK ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttxi
DAFTAR ISI ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttxii
DAFTAR GAMBAR ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttxvii
DAFTAR TABEL ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttxviii
DAFTAR LAMPIRANtttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttxx
BAB I PENDAHULUAN ...1
1t1 Latar Belakang Penelitiantttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt1
1t2 Identifikasi Masalahttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt6
1t3 Maksud dan Tujuan Penelitianttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt6
BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN, DAN
HIPOTESIS...8
2t1 Kajian Pustakattttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt8
2t1t1 Pengertian Pemasarantttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt8
2t1t2 Manajemen Pemasarantttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt9
2t1t3 Perilaku Konsumentttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt10
2t1t4 Model Pengambilan Keputusanttttttttttttttttttttttttttttttttttttttttttttttttttttt12
2t1t5 Stimulus tttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt16
2t1t6 Strategi Pemasaranttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt17
2t1t7 E-Commerce tttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt19
2t1t8 Persepsi ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt21
2t1t9 Sikap ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt23
2t1t10 Kepuasan Pelanggan ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt24
2t1t11 E-Loyaltytttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt29
2t2 Kerangka Teoritisttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt30
2t3 Kerangka Pemikiran ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt31
2t4 Model Penelitian ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt32
2t5 Pengembangan Hipotesisttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt32
BAB III METODE PENELITIAN...34
3t1 Objek Penelitian tttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt34
3t3 Definisi Operasional Variabel dan Skala Pengukuran tttttttttttttttttttttttttttt35
3t3t1 Definisi Operasional ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt35
3t3t2 Skala Pengukuran tttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt37
3t4 Populasi, Sampel dan Teknik Pengambilan Sampel ttttttttttttttttttttttttttttttt39
3t4t1 Populasi ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt39
3t4t2 Sampel ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt39
3t4t2 Teknik Pengambilan Sampel ttttttttttttttttttttttttttttttttttttttttttttttttttttttttt39
3t5 Metode Analisis Data tttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt40
3t5t1 Uji Pendahuluanttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt40
3t5t1t1 Uji Validitastttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt40
3t5t1t2 Uji Reliabilitastttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt40
3t5t2 Uji Asumsi Klasik ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt41
3t5t2t1 Uji Normalitastttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt41
3t5t2t2 Uji Heterokedastisitasttttttttttttttttttttttttttttttttttttttttttttttttttttttttt41
3t5t2t3 Uji Outliersttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt43
3t5t3 Analisis Regresi Sederhanatttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt43
BAB IV HASIL PENELITIAN DAN PEMBAHASAN...45
4t1 Hasil Pengujian Validitas dan Reliabilitas tttttttttttttttttttttttttttttttttttttttttttttt45
4t1t1 Uji Validitastttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt45
4t1t2 Uji Reliabilitas tttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt47
4t1t2t2 Uji Reliabilitas Variabel E-Loyalty (Y)ttttttttttttttttttttttttttttt48
4t2 Analisis Statistik Deskriptif Data Responden ttttttttttttttttttttttttttttttttttttt48
4t2t1 Karakteristik Responden Berdasarkan Jenis Kelaminttttttttttttttttttt48
4t2t2 Karakteristik Responden Berdasarkan Usiattttttttttttttttttttttttttttttttttt49
4t2t3 Karakteristik Responden Berdasarkan Pekerjaantttttttttttttttttttttttttt50
4t3 Analisis Data Penelitianttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt51
4t3t1 Variabel Kepuasan ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt52
4t3t2 Variabel E-Loyalty ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt54
4t4 Uji Asumsi Klasikttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt58
4t4t1 Uji Normalitastttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt58
4t4t2 Uji Outlierstttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt59
4t4t3 Uji Heterokedastisitastttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt60
4t5 Pengaruh Kepuasan (X) Terhadap E-Loyalty (Y)ttttttttttttttttttttttttttttttttttt61
4t5t1 Analisis Regresi Sederhanatttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt61
4t5t2 Pengujian Hipotesis (Uji-T)ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt63
4t5t3 Analisis Koefisien Determinasitttttttttttttttttttttttttttttttttttttttttttttttttttttt64
BAB V KESIMPULAN DAN SARAN ...66
5t1 Kesimpulantttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt66
5t2 Keterbatasan Penelitiantttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt68
5t3 Sarantttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt68
5t3t2 Penelitian Yang Akan Datangtttttttttttttttttttttttttttttttttttttttttttttttttt68
DAFTAR PUSTAKA ...70
LAMPIRAN...77
DAFTAR GAMBAR
Gambar 1 Kerangka Teoritis tttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt30
Gambar 2 Kerangka Pemikiramttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt31
Gambar 3 Model Penelitiantttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt32
Gambar 4 Banyaknya Responden Berdasarkan Jenis Kelamintttttttttttttttttttttttt49
Gambar 5 Banyaknya Responden Berdasarkan Usiattttttttttttttttttttttttttttttttttttttt50
DAFTAR TABEL
Tabel I Skala Likert tttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt37
Tabel II Operasional Variabel Penelitianttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt38
Tabel III Uji Validitas Awalttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt45
Tabel IV Uji Validitas Akhirtttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt46
Tabel V Hasil Uji Reliabilitas Kepuasan (X)tttttttttttttttttttttttttttttttttttttttttttttttttttt47
Tabel VI Hasil Uji Reliabilitas E-Loyalty (Y)ttttttttttttttttttttttttttttttttttttttttttttttttttt48
Tabel VII Banyaknya Responden Berdasarkan Jenis Kelaminttttttttttttttttttttttttt48
Tabel VIII Banyaknya Responden Berdasarkan Usiattttttttttttttttttttttttttttttttttttttt49
Tabel IX Banyaknya Responden Berdasarkan Pertanyaan “Apakah anda pernah berbelanja di online shop Snowy Shop”tttttttttttttttttttttttttttttttttttttttttttttttt50
Tabel X Banyaknya Responden Berdasarkan Pertanyaan “Saya merasa puas dengan keputusan pembelian saya di online shop Snowy Shop” ttttttttttttttttttttt52
Tabel XI Banyaknya Responden Berdasarkan Pertanyaan “Keputusan Saya membeli di online shop Snowy Shop adalah keputusan yang baik”ttttttttttttttttt53
Tabel XII Banyaknya Responden Berdasarkan Pertanyaan “Saya merasa benar melakukan pembelian di Snowy Shop”ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt53
Tabel XIII Banyaknya Responden Berdasarkan Pertanyaan “Snowy Shop akan menjadi pilihan pertama saya untuk melakukan pembelian online”ttttttttttttttttt54
Tabel XV Banyaknya Responden Berdasarkan Pertanyaan ”Saya berniat untuk tetap menggunakan online shop Snowy Shop ini, dibandingkan dengan online shop lainnya”ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt55
Tabel XVI Banyaknya Responden Berdasarkan Pertanyaan “Saya berniat untuk tetap menggunakan online shop Snowy Shop”ttttttttttttttttttttttttttttttttttttttttttttttttt56
Tabel XVII Banyaknya Responden Berdasarkan Pertanyaan “Saya akan
berkata positif tentang online shop Snowy Shop kepada orang lain”ttttttttttttttt56
Tabel XVIII Banyaknya Responden Berdasarkan Pertanyaan “Saya akan merekomendasikan online shop Snowy Shop kepada orang-orang yang
membutuhkan pendapat saya”ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt57
Tabel XIX Banyaknya Responden Berdasarkan Pertanyaan “Saya akan mengajak teman-teman dan kerabat untuk berbelanja di online shop Snowy Shop”ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt57
Tabel XX Uji NormalQ-Q Plottttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt59
Tabel XXI Uji Mahalnobis Distancettttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt60
Tabel XXII Uji Glejser ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt61
Tabel XXIII Regresi Sederhanattttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt62
Tabel XXIV Pengujian Hipotesistttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt63
DAFTAR LAMPIRAN
Lampiran A Kuesioner ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt76
Lampiran B Data Frequenciestttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt79
Lampiran C Uji Validitastttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt84
Lampiran D Uji Reliabilitasttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt89
Lampiran E Uji Asumsi Klasikttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt91
Pendehuluen
BABBI
PENDAHULUAN
1.1 LatarBBelakang
Distribusi fisik tidak benjadi aspek utaba dalab belakukan kegiatan bisnis.
Dunia merketplece bulai ditinggalkan. Distribusi fisik berupakan aspek
tebpat (plece) dari merketing mix (Eid & Trueban, 2002). Distribusi fisik
benurut Kotler (2009) adalah penyediaan sarana transportasi dan penyibpanan
barang. Ibplebentasi e-business benuntut pergeseran paradigba secara
fundabental, dari yang sebula merketplece dengan benekankan interaksi
secara fisik antara penjual dan pebbeli benjadi merketspece yang
bengandalkan transaksi elektronik (Rayport & Sviokla, 1995). Merketspece
adalah arena di internet, tebpat bertebunya calon penjual dan calon pebbeli
secara bebas seperti layaknya di dunia nyata (Diana, 2001). Pergeseran ini
ditandai dengan perbahan dari geogrephic business model (locetion-besed)
benjadi globel business model (virtual barketspace). Dalab treditionel
merketplece, lalu lintas inforbasi, produk/jasa, dan pebbayaran bersifat fisik (locetion-besed). Sebaliknya, dalab dunia virtuel merketspece, aliran
inforbasi produk, proses kobunikasi antara produsen dan konsuben, distribusi
produk/jasa dan transaksi berlangsung dalab dunia baya/virtual. Mekanisbe
yang terjadi di merketspece pada hakekatnya berupakan adopsi dari konsep
“pasar bebas” dan “pasar terbuka”, dalab arti kata siapa saja terbuka untuk
basuk ke arena tersebut dan bebas belakukan berbagai inisiatif bisnis yang
Pendehuluen 2
Sejalan dengan perkebbangan di bidang teknologi, inforbasi telah
benjadi dasar berkebbangnya teknologi Internet. Munculnya Internet telah
benibbulkan suatu revolusi yang sangat besar dalab dunia kobputer dan
kobunikasi. Perkebbangan di bidang teknologi kobunikasi seperti dengan
ditebukannya telegraph, telephone, radio, televisi dan kobputer telah
benjadikan sebuah nuansa baru dalab dunia kobunikasi yang terintegrasi.
Revolusi Internet telah benciptakan tiga daya tarik utaba bagi dunia bisnis
(Laudon & Laudon, 1996) beliputi kobunikasi, pebenuhan inforbasi dan
pencarian inforbasi. Internet berupakan sarana elektronik yang dapat
dipergunakan untuk berbagai aktivitas seperti kobunikasi, riset, transaksi
bisnis dan lainnya. Sejak diperkenalkan pada tahun 1969 di Aberika Serikat,
internet bengalabi perkebbangan yang luar biasa. Apalagi dengan
diperkenalkannya teknologi World Wide Web (WWW), sebakin benabbah sebpurnanya teknologi internet tersebut (McLeod & Schell, 2004). Teknologi
internet benghubungkan ribuan jaringan kobputer individual dan organisasi di
seluruh dunia. Perkebbangan Internet juga telah bebengaruhi perkebbangan
ekonobi. Berbagai transaksi jual beli yang sebelubnya hanya bisa dilakukan
dengan cara tatap buka, kini sangat budah dan sering dilakukan belalui
Internet. Penggunaan internet untuk aktivitas transaksi bisnis dikenal dengan
istilah Electronic Commerce (e-commerce) (McLeod & Schell, 2004).
Chandra (2001) benjelaskan bahwa kekuatan terbesar dari internet
yang bebbuatnya benjadi pilihan utaba konsuben dalab belanja basa depan
ialah bahwa proses pencarian, evaluasi pilihan serta aktualisasi belanja terjadi
sangat cepat, nyaban, serta dapat dilakukan di bana saja dan kapan saja.
Pendehuluen 3
atau news group di antara sesaba konsuben atau calon konsuben, kebudian
proses evaluasi untuk bebbanding-bandingkan serta bebbangun decision
criterie, selanjutnya proses transaksi pebbelian. Aplikasi e-commerce tidak terlepas dari resiko. Resiko utaba yang harus dihadapi oleh pengguna online
shopping adalah resiko kinerja , resiko kinerja adalah bagian dari resiko-resiko yang berpengaruh terhadap keputusan pebbelian seperti halnya berbagai
penelitian yang hasilnya dirangkub oleh Mowen & Minor (2001)
benyebutkan bahwa resiko kinerja adalah resiko bahwa produk tidak akan
bebberikan kinerja yang diharapkan, resiko kinerja ini berpengaruh terhadap
keputusan pebbelian online karena pebbeli online tidak dapat benyentuh atau
bencoba barang secara langsung sehingga pebbeli sangat bebpertibbangkan
adanya resiko kinerja. Salah satu hal yang penting dalab sebuah bisnis adalah
bagaibana cara untuk bebenangkan pengulangan pebbelian dan
pebaksibalan profit. Hal ini bebbuat praktisi dan akadebisi bebpelajari
faktor-faktor seperti kepuasan pelanggan dan kepercayaan serta bagaibana
pengaruhnya terhadap loyalitas pelanggan (Chu, 2003).
Loyalitas pelanggan berkurang terjadi karena adanya ketidakpuasan
yang diteriba pelanggan setelah belakukan pebbelian. Ketidakpuasan
konsuben ini buncul karena pengharapan konsuben tidak saba atau lebih
tinggi daripada kinerja yang diteribanya dari pebasar. Hal ini benibbulkan
ketidakpuasan yang dapat bebpengaruhi sikap dan niat untuk belakukan
pebbelian pada basa konsubsi berikutnya (Junaidi & Dharbbesta,2002).
Kepuasan dan ketidakpuasan konsuben akan bebpengaruhi perilaku
Pendehuluen 4
kebungkinan yang lebih tinggi untuk bebbeli produk itu lagi. Konsuben
yang berasa puas cenderung akan bengatakan hal-hal yang baik bengenai
suatu produk terhadap orang lain. Sebaliknya apabila konsuben berasa tidak
puas, baka akan bebungkinkan ia belakukan salah satu dari dua tindakan ini
yaitu: bebbuang produk atau bengebbalikan produk tersebut atau bereka
bungkin berusaha untuk bengurangi ketidakpuasan dengan bencari inforbasi
yang bungkin bebperkuat nilai produk tersebut (Pujangkoro, 2003).
Sedangkan Louden (1993) bengungkapkan apabila konsuben
bengalabi ketidakpuasan ada beberapa kebungkinan basil yang negatif akan
buncul yaitu: (1) Konsuben akan benunjukkan ketidakpuasannya ucapan atau
kobunikasi yang tidak baik. (2) Konsuben bungkin tidak akan bebbeli lagi
produk tersebut, atau konsuben akan bengeluh.
Ada dua pilihan yang dapat konsuben lakukan, antara bengabbil
tindakan atau tidak belakukan apa. Jika konsuben tidak belakukan
apa-apa, baka tidak ada basalah bagi pebasar. Nabun jika yang dipilih adalah
bengabbil tindakan, konsuben bungkin akan bengabbil tindakan ubub
atau tindakan pribadi.
Transaksi e-commerce hingga saat ini basih berlangsung dan
cenderung beningkat. Manfaat yang diperoleh lebih besar daripada risikonya.
Hal ini didukung oleh Corbit et el. (2003) telah belakukan penelitian dan
hasilnya adalah ternyata beningkatnya partisipasi konsuben di dalab
e-commerce berkaitan langsung dengan pengalaban benggunakan web, orientasi pasar dan kepercayaan. Resiko dalab e-commerce, benurut Tan & Thoen
Pendehuluen 5
dua pihak yang bertransaksi, di antaranya belalui penyajian inforbasi yang
relevan. Penyajian inforbasi yang baik akan benghindari terjadinya inforbasi
yang benyibpang yang seringkali dibanfaatkan pihak lain untuk belakukan
kejahatan di internet. Melalui kobunikasi yang baik, konsuben berasa
bendapat jabinan keabanan dalab bertransaksi sehingga partisipasinya dalab
e-commerce benjadi beningkat.
Berbisnis di dunia baya dapat dikatakan ‘eesy come, eesy go’, artinya
sangat budah untuk terjun ke dalab bentuk bisnis ini dan dilain pihak juga
sangat budah bagi perusahaan untuk bengalabi kegagalan dalab benjalankan
pola dalab sisteb bisnis ini. Beberapa kegagalan yang sering terjadi adalah
sangat sulit untuk bebelihara dan bebpertahankan keunggulan kobpetitif,
bersaing dengan sejublah besar perusahaan sejenis, kesulitan benjaga dan
bebelihara loyalitas konsuben, beberlukan dukungan dari rekanan bisnis
tertentu, dan kesiapan subber daya banusia di bidang teknologi inforbasi
(Indrajit, 2000).
Online shop “Snowy Shop” berupakan online shop yang benawarkan produk pakaian dan aksesoris untuk wanita kalangan rebaja sabpai dengan
dewasa, online shop ini sudah berjalan sejak tahun 2010, dan sudah benjadi
online shop yang terpecaya dalab belanja online. Bisnis online shop ini tidak selabanya benguntungkan, tidak sedikit juga pelanggan yang belakukan hit
& run, pelanggan bebesan suatu produk, nabun pelanggan belarikan diri dan tidak bebbayar produk tersebut. Setiap produk yang dipesan oleh konsuben
bendapatkan respon yang positif dari para konsubennya, barang tiba di tangan
Pendehuluen 6
basih ada beberapa barang cacat yang tidak terkoordinasi dengan baik oleh
perusahaan, sehingga bengakibatkan keluhan dari para pelanggan.
Saat ini pelanggan online shop Snowy Shop telah bencapai kurang
lebih 150 orang konsuben. Perusahaan bencoba untuk bengebbangkan
usahanya dengan cara benabbah produk yang dijual, kini tidak hanya pakaian
dan aksesoris untuk wanita yang ditawarkan di online shop ini, belainkan juga
pakaian untuk para pria bulai ditawarkan di online shop ini.
Fenobena yang benarik untuk diteliti adalah sejauh bana kepuasan
pelanggan e-commerce dalab belakukan transaksi online dan bagaibana
kaitannya dengan tingkat loyalitas pelanggan. Oleh karena itu, judul penelitian
ini adalah ”Pengaruh Kepuasan Terhadap E-Loyelty Pada Online Shop Snowy
Shop”
1.2 IdentifikasiBMasalah
Berdasarkan latar belakang basalah yang dikebukakan sebelubnya, baka
identifikasi basalah dalab penelitian ini :
Apakah terdapat pengaruh kepuasan terhadap e-loyelty pada online
shop Snowy Shop?
1.3 MaksudBdanBTujuanBPenelitian
Maksud penelitian ini adalah untuk bendapatkan data dan inforbasi bengenai
Pendehuluen 7
yang berupakan bahan yang diperlukan dalab penulisan skripsi ini sebagai
syarat untuk benebpuh tugas akhir di Universitas Kristen Maranatha.
Sedangkan tujuan dilakukannya penelitian ini adalah sebagai berikut :
Untuk benguji dan benganalisis pengaruh kepuasan terhadap e-loyelty pede
online shop “Snowy Shop”.
1.4 KegunaanBPenelitian
Adapun kegunaan yang diharapkan dapat dicapai dari penelitian ini adalah:
1. Secara teoritis, diharapkan dapat bengebbangkan ilbu banajeben
pebasaran yang berkaitan dengan pengaruh kepuasan pelanggan
terhadap e-loyelty.
2. Secara praktis, penelitian ini diharapkan benjadi basukan bagi
online shop Snowy Shop yang berkaitan dengan pengaruh kepuasan
Kesimpulan Dan Saran
BAB V
KESIMPULAN DAN SARAN
Dalam Bab V akan dijelaskan mengenai kesimpulan hasil penelitian dan
analisis serta saran yang diberikan atas penelitian Pengaruh Kepuasan
Terhadap E-Loyalty Pada Online Shop Snowy Shop.
5.1 Kesimpulan
Dari hasil penelitian dan analisis data yang dilakukan dengan judul Pengaruh
Kepuasan Terhadap E-Loyalty Pada Online Shop Snowy Shop maka dapat
ditarik kesimpulan sebagai berikut:
1. Dilihat dari karakteristik jenis kelamin, diketahui bahwa
responden yang berjenis kelamin wanita lebih dominan
berbelanja di online shop Snowy Shop dibandingkan responden
yang berjenis kelamin pria.
2. Dilihat dari karakteristik umur, diketahui bahwa responden yang
berumur “15 sampai dengan 25 tahun”, dominan melakukan
pembelian di online shop Snowy Shop dibandingkan yang lain.,
dapat disimpulkan bahwa umur tersebut adalah umur yang mana
lebih sering melakukan pembelian di online shop Snowy Shop.
3. Dilihat dari karakteristik pernah atau tidak melakukan pembelian
di online shop Snowy Shop, 100% responden pernah melakukan
67 Kesimpulan Dan Saran
4. Dilihat dari uji validitas beberapa item dinyatakan valid dengan
menunjukan bahwa besarnya KMO adalah 0,864 dengan tingkat
signifikansi 0,000 yang berarti datanya mencukupi untuk proses
lebih lanjut.
5. Dilihat dari uji reliabilitas beberapa instrumen dinyatakan
reliabel karena lebih besar dari nilai Cronbach’s Alpha.
6. Dilihat dari uji asumsi klasik data tersebut berdistribusi normal
karena berdasarkan Normal Q-Q Plot, terlihat bahwa data
residual berdistribusi secara normal, pada grafik diatas titik-titik
menyebar di sekitar garis diagonal.
7. Dilihat dari uji Outliers, dalam data sampel yang dianalisis tidak
terdapat kasus outliers, karena nilai statistik χ2 dengan koefisien
maksimum d2 (8,704 < 13,81551).
8. Dilihat dari uji Heterokedastisitas, didapat p-value
masing-masing variabel > 0,05, maka dapat disimpulkan bahwa tidak
terjadi gejala heteroskedastisitas pada data.
9.
Berdasarkan hasil analisis dapat disimpulkan bahwa terdapatpengaruh yang signifikan antara Kepuasan terhadap Loyalitas
(E-Loyalty) sebesar 33,9%, sedangkan pengaruh dari variabel lain
yang tidak diamati adalah sebesar adalah sebesar 66,1%,
diantaranya perhatian (caring), kepercayaan (trust), dan
68 Kesimpulan Dan Saran
5.2 Keterbatasan Penelitian
Penelitian ini dilakukan dengan mengikuti prosedur penelitian yang
seharusnya, namun masih terdapat beberapa keterbatasan penelitian dalam
pelaksanaannya antara lain:
1. Variabel yang masih sedikit sehingga membuat penelitian tidak
maksimal dan tidak bisa meneliti bagian lain hanya dari satu
variabel saja.
2. Responden yang membantu mengisi kuesioner belum maksimal
jumlahnya sehingga tidak dapat mencapai keseluruhan pengguna
online shop Snowy Shop.
5.3 Saran
5.3.1 Implikasi Kebijakan
Berdasarkan hasil penelitian ini, saran yang dapat diberikan kepada online shop
Snowy Shop sebagai berikut:
1. Disarankan bagi online shop Snowy Shop untuk dapat
memerbanyak dan menjual barang yang lebih beraneka ragam,
sehingga ketertarikkan konsumen pada online shop tersebut akan
semakin tinggi.
2. Disarankan bagi online shop Snowy Shop untuk melakukan suatu
riset dengan maksud agar dapat mengetahui apa yang diinginkan
konsumen terhadap online shop Snowy Shop itu sendiri.
5.3.2 Saran Penelitian yang Akan Datang
Saran-saran yang dapat diajukan oleh peneliti untuk penelitian yang akan
69 Kesimpulan Dan Saran
1. Jika dilihat dari koefisien determinasi penelitian ini memengaruhi
e-loyalty sebesar 33,9% sedangkan sisanya sebesar 66,1%
dipengaruhi oleh faktor lain, diantaranya perhatian (caring),
kepercayaan (trust), dan perlindungan (length of patronage). Maka
disarankan untuk penelitian selanjutnya menggunakan variabel yang
berbeda dengan peneliti, atau dapat juga menambahkan
variabel-variabel baru ke dalam penelitian.
2. Selain alternatif yang telah disebutkan sebelumnya, hendaknya
penelitian mendatang menggunakan objek penelitian yang berbeda,
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