Pengaruh Nilai Pelanggan, Kepercayaa Konsumen dan Kualitas Pelayanan terhadap Kepuasan Konsumen E-Commerce Lazada di Wilayah Kota Bekasi
DOI:
https://doi.org/10.38035/jpmpt.v1i1.82Keywords:
Nilai Pelanggan, Kepercayaan Konsumen, Kualitas Pelayanan, Kepuasan Konsumen.Abstract
Abstract: This study aims to determine how big the influence of customer value, consumer trust, and service quality on Lazada's e-commerce consumer satisfaction in the Bekasi City area. The basis of this study used 203 respondents to be used as samples in the study, which in this study used primary data obtained by distributing questionnaires to Lazada consumers in Bekasi City. Data analysis techniques in this study using Partial Least Square (PLS) and Hypothesis Testing. Data processing in this study using the SmartPLS 3.0 software program. Based on the results of the study, it was shown that in the hypothesis test, the variable Customer Value had a significant effect on customer satisfaction with a sig value of 0.041 < 0.05 and Tstatistics of 2.054, the results stated that Tstatistics > 1.96. And the Consumer Trust variable has a significant effect on Consumer Satisfaction with a sig value of 0.005 < 0.05 and Tstatistics 2.809, the results are declared significant because Tstatistics > 1.96. Then there is the service quality variable that has a significant effect on customer satisfaction with a sig value of 0.000 > 0.05 and a Tstatistic of 4.741, the results stated that Tstatistics > 1.96. Based on the calculation results show that customer value, consumer trust and service quality have a positive effect on customer satisfaction. This is evidenced by the R Square value of 0.635. This shows that the higher the customer value, consumer trust and service quality towards customer satisfaction, the better.
Abstrak: Penelitian ini bertujuan untuk mengetahui seberapa besarkah Pengaruh Nilai Pelanggan, Kepercayaan Konsumen, dan Kualitas Pelayanan Terhadap Kepuasan Konsumen E-commerce Lazada di Wilayah Kota Bekasi. Dasar penelitian ini menggunakan 203 responden untuk digunakan sebagai sampel dalam penelitian, dimana dalam penelitian ini menggunakan data primer yang diperoleh dengan penyebaran kuesioner kepada konsumen Lazada di Kota Bekasi. Teknik analisis data dalam penelitian ini menggunakan Partial Least Square (PLS) dan Uji Hipotesis. Pengolahan data dalam penelitian ini menggunakan program software SmartPLS 3.0. Berdasarkan hasil penelitian menunjukan bahwa dalam uji hipotesis variabel Nilai Pelanggan berpengaruh secara signifikan terhadap Kepuasan Konsumen dengan nilai sig 0.041 < 0.05 dan Tstatistik 2.054, hasil tersebut dinyatakan bahwa Tstatistik > 1.96. Dan variabel Kepercayaan Konsumen berpengaruh secara signifikan terhadap Kepuasan Konsumen dengan nilai sig 0.005 < 0.05 dan Tstatistik 2.809, hasil tersebut dinyatakan signifikan karena Tstatistik > 1.96. Lalu ada variabel Kualitas Pelayanan berpengaruh secara signifikan terhadap Kepuasan Konsumen dengan nilai sig 0.000 > 0.05 dan T statistik 4.741, hasil tersebut dinyatakan bahwa Tstatistik > 1.96. Berdasarkan hasil perhitungan menunjukan bahwa nilai pelanggan, kepercayaan konsumen dan kualitas pelayanan berpengaruh positif terhadap kepuasan konsumen. Hal tersebut dibuktikan dengan nilai R Square sebesar 0.635. Ini menujukan bahwa semakin tinggi nilai pelanggan, kepercayaan konsumen dan kualitas pelayanan terhadap kepuasan konsumen akan semakin baik.
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