Memahami Peran Service Quality Dalam Layanan Home Delivery Pasca Pembelian Online Di Shopee
Abstract
Perkembangan internet saat ini begitu cepat menjangkau seluruh dunia dan setiap pelaku bisnis menginginkan produk dan jasa dikenal luas oleh masyarakat, munculnya aplikasi shopee telah memberikan kemudahan dalam transaksi dan komunikasi secara online. Berdasarkan hasil pengujian data pada penelitian ini maka dapat disimpulkan bahwa kepuasan pelanggan berpengaruh positif terhadap loyalitas pelanggan, yang dimana lebih dominan sebagai bentuk mempengaruhi aktifitas masyarakat sehari-hari atas kebutuhan dalam segi belanja berbasis online, dan peneliti menambahkan faktor variabel yang cukup mempengaruhi yaitu variabel kesetiaan pelanggan, dengan hal tersebut membantu layanan shopee dan jasa pengiriman terus semakin meningkat dihadapan pengguna. Tujuan penelitian ini untuk mengeksplorasi pengaruh setiap variabel dan bukti empiris dalam riset e-commerce. Berdasarkan teknik pengumpulan data pada penelitian ini menggunakan metode kuantitatif dan kuesioner disebar-luaskan secara online berupa pengisian google form, sampel yang dibutuhkan sebanyak 180 orang, dengan kriteria laki-laki dan wanita yang berusia 14-60 tahun dan wajib pengguna shopee minimal 6 bulan terakhir saat berbelanja. Dan peneliti menguji kuesioner yang digunakan dengan analis factor SPSS dengan alat ukur digunakan dalam penelitian ini adalah uji validitas untuk menguji validitas kuesioner dan uji reliabilitas untuk mengetahui konsistensi hasil pengukuran, dengan menggunakan (PLS-SEM) untuk menganalisis data.
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