Research conducted by Jurnale Hospitality Dan Pariwisata 2019 "The effect of perceived quality in e-commerce on customer loyalty (WOM, INTENTION, TRUST) through customer satisfaction" The objectives of this research were to investigate: (a) the effect of ease of use on customer satisfaction, (b) the effect of web design on customer satisfaction, (c) the effect of responsiveness on customer satisfaction, (d) the effect of personalization on customer satisfaction, (e) the effect of assurance on customer satisfaction, (f) the effect of customer satisfaction on WOM, (g) the effect of customer satisfaction to intention, (h) the effect of customer satisfaction to trust. Research conducted by Jurnal Manajemen Indonesia 2019 "The impact of perceived usability and perceived ease of use on repurchase intention in the Indonesian e-commerce industry" This research was conducted to investigate the impact of perceived usability and perceived ease of use on repurchase intention in the Indonesian e-commerce industry. Research conducted by International Journal of Multicultural and Multireligious Understanding 2019 "Effect of perceived ease of use, word-of-mouth communication and brand image on decision to use Lazada e-commerce services" The purpose of this research is to determine the effect of perceived ease of use, word of mouth and brand image.
Research conducted by International Journal of Data and Network Science 2021 “The role of customer e-trust, customer e-service quality and customer. X1 : Trust X2 : Perceived Usefulness X3 : Perceived Ease of Use X4 : Perceived E-Service .. the results of this study are: 1) Trust has a positive impact on Behavioral Intention. Based on the findings of the GAP Research, the researcher proposes a research proposal titled "THE EFFECT OF PERCEIVED BENEFITS, PERCEIVED EASE OF USE, E-SERVICE QUALITY, E TRUST ON CUSTOMER SATISFACTION OF LAZADA IN SURABAYA".
Theoretical Basis 1. Perceived Benefits
The Effect of Perceived Usefulness, Perceived Ease of Use (X1) and Trust (X2) on Repurchase Intention of Shopee E-Commerce (Rafa Sayyidatul Wafiyyah & Ni Made Wulandari Kusumadewi, 2021).
The definition of Perceived Benefits
Apparent benefits are beliefs about positive outcomes associated with a behavioral response to a real or perceived risk (Chandon et al., 2018). The perceived benefit of purchasing constructs is most commonly applied to modes of habitual purchasing behavior and is specific to an individual's impression of the benefits that will bring fulfillment by engaging in a particular purchasing activity. Practical thought processes are related to utilitarian capacities such as accommodation, product assortment and nature, and price, while non-functional (satisfaction) goals are related to social and deep needs for pleasant, intriguing purchase encounters (Lasrado, 2019) Currently not there is a unified classification of the observed benefits of OGB, so other comparative investigations should serve here as a reference.
Examining follow-up-based, time-based, and amount-based motivators, as well as shoppers' impression of reasonableness in their participation in web-based crowd bartering concludes four major perceived benefits of internet shopping.
Factors Affecting Perceived Benefits
Perceived Benefit Indicator
Perceived Ease Of Use
The Definition Perceived Ease Of Use
From the definition, it can be seen that apparent simplicity is a conviction for dynamic interaction. Know the components ease of use, in particular, simplicity to learn (easy to learn), fairness to use (easy to use), clear and reasonable (clear and simple to be understood) and become proficient.
Factors Affecting Ease of Use
Perceived Ease of Use Indicator
E-Service Quality
The definition of E-Service Quality
Factors Affecting E-Service Quality
E-Service Quality Indicator a) Efficiency
E-Trust
The definition E-Trust
Trust in the consistent quality or qualities of a person, both goods and services obtained through online media (Ahmad Juwaini, Gusli Chidirb, Dewiana Novitasari, Joni Iskandarb, Dhaniel Hutagalung, Tias Pramonoc, Arman Mauland, Koko Safitri, Mochammad Fahlevi, Arif Budi Sulistyo , & Agus Purwanto, 2021) According to (Rami Mohammad Al-dweeri, Zaid Mohammad Obeidat, Mohammad Ahmad Al-dwiry, Muhammad Turki Alshurideh & Alaa Mohammad Alhorani, 2019), defining online trust is: the willingness to make oneself sensitive to actions in online transactions that take place from people he trusts based on a sense of trust and responsibility. Meanwhile, Ba and (Tiurida Lily Anita, 2019) defines online trust as an assessment of one's relationship with others who will conduct online transactions according to people's expectations in an environment of uncertainty. According to Kimery and (Teguh Widodo1 & Ni Kadek Wahyu Utami2, 2021), online trust is customers' willingness to accept weaknesses in online transactions based on their positive expectations about future online shopping behavior.
If consumers believe, they believe that the shopping behavior does not cause problems and are positive and ready to buy online in the future. Based on the above definition, it can be said that online trust is the trust that arises from one party in a relationship. online transactions based on the belief that individuals can be trusted to fulfill their obligations as expected.
Factors Affecting E-Trust
The privacy of conducting online transactions will improve consumer confidence, where consumers are only sellers and consumers who know the transaction. According to (Ahmad Juwaini, 2022), there are three factors that shape one's belief in another, ie. In this case, how the seller is able to deliver, operate and secure transactions against interference from other parties.
Benevolence is the degree to which the trusted party (trustee) is believed to do well and has no motive to benefit only his side (trustee). Kindness is the seller's willingness to provide mutually beneficial satisfaction between himself and the consumer. The profit earned by the seller can be maximized, but customer satisfaction is also high.
The seller not only strives for maximum profit, but also pays a lot of attention to achieving customer satisfaction. According to (Ahmad Juwaini, Gusli Chidirb, Dewiana Novitasari, Joni Iskandarb, Dhaniel Hutagalung, Tias Pramonoc, Arman Mauland, Koko Safitri, Mochammad Fahlevi, Arif Budi Sulistyo, & Agus Purwanto, 2021), benevolence includes consideration, empathy, trust, and accepting power. Ratih Anggoro Wilis & Andini Nurwulandari, 2020) suggest that integrity can be viewed from the perspective of honesty, fulfillment, loyalty, candor, reliability and reliability.
Characteristics of Online Trust
Integrity relates to a person's perception of the party who believed in adhering to mutually accepted principles. A trustee is a person who can be trusted while a trustee is the consumers who place their trust, these two parties are important to build trust in the online world, the trustee's job is to create trust in consumers to ensure that the goods or services sold are subject to the current situation. Online transactions create vulnerability to all types of fraud, the risk of fraud from online transactions is higher compared to face-to-face transactions.
Consumer trust in online merchants is shown in two ways: actions, namely: 1) Consumers who make online transactions can be enabled will provide credit card information and personal information, 2) consumers will make online as a shopping window.
Online Trust Dimension
Online trust will be awakened by consumers if the types of goods and services offered with the type of goods purchased in accordance with customer expectations. Thing This applies even if the types of goods and services are in accordance with what is required by the consumer consumer c. Consumers will have a high level of online trust if they get satisfaction from online transactions, for example, the purchased goods are not disappointing and the quality of the service provided is as promised. On the other hand, the level of online trust will decrease if consumers feel disappointed and the quality of the service provided is poor or does not match what was promised by the seller.
Aspects of Online Trust
Customer Satisfaction
The definition of Customer Satisfaction
Authors emphasize the importance of customer happiness as one of the main goals firm, which indicates a commitment to a long period. In the case of corporations that ignore their customers, it is difficult for them to expand. Companies must be able to develop a commitment to construct a vision for improving service processes.
Factors Affecting Customer Satisfaction a. Accessibility
Customer Satisfaction Indicator
Relationship between Variables
- The Relationship between the Variable Perceived Benefits (X1) and Customer Satisfaction (Y)
- The Relationship between the Variable Perceived Ease Of Use(X2) and Customer Satisfaction (Y)
- The Relationship Between the Vairable E-Service Quality(X3) and Customer Satisfaction (Y)
- The Relationship between the Variable E-Trust(X4) and Customer Satisfaction (Y)
- The Relationship between Perceived Benefits, Perceived Ease Of Use, E-Service Quality, E-Trust Simultaneously to the Customer Satisfaction
Based on the results of data analysis from (Nicholas Wilson, Meilisa Alvita, Jensen Wibisono, 2021), the authors found that both perceived ease of use are important and positive for customer satisfaction, directly and indirectly. The relationship between the variable electronic service quality (X3) and customer satisfaction (Y) customer satisfaction (Y). Damarsari Ratnasahara Elisabeth, 2019) argues that e-service quality also has a positive impact, directly and indirectly, on satisfaction as well as on the three behavioral intentions (Paulo Rita, Tiago Oliveira & Almira Farisa, 2019). Relationship between Variable E-Trust(X4) and Customer Satisfaction (Y) Satisfaction (Y). Ahmad Juwaini, 2022) Find that trust is important for user friendliness and efficiency dimensions.
Studies have revealed a positive correlation between satisfaction and trust. Studies have also discovered that trust is the most important determinant of customer satisfaction. Here in this research we will investigate the effect trust has on customer satisfaction. The relationship between perceived benefits, perceived ease of use, e-service quality, e-trust at the same time as customer satisfaction E-service quality, e-trust at the same time as customer satisfaction The perception of benefits has a positive and significant effect on customer satisfaction, research supports that a perceived level of perceived customer is a decisive factor and has an important role in customer satisfaction. This is also due to the role of perceptions that will form positive thoughts in customers that affect the level of perceived customer satisfaction.
The authors would like to conclude that in Indonesia's B2C e-commerce sector, both perceived ease of use and customer satisfaction are directly and indirectly significantly positively affected. argue that e-service quality also has a positive influence, directly and indirectly, on satisfaction as well as on three behavioral intentions (Paulo Rita, Tiago Oliveira &. Ahmad Juwaini, 2022) Herington and Weaven found that trust is related to usability and efficiency aspects . Based on this research, we can find that there is a positive relationship between all the above variables to customer satisfaction and.
Research Concept Framework
Hypothesis
Based on the results of the data analyzes of (Nicholas Wilson, Meilisa Alvita, Jensen Wibisono, 2021), authors would like to conclude that both Perceived Ease of have a significant and positive impact on customer satisfaction, both in a direct and indirect way in the B2C sector. E-commerce sector in Indonesia.