PENGARUH KUALITAS LAYANAN DARING PADA KEPUASAAN KONSUMEN DI E-COMMERCE SHOPEE

Abstract

Abstract

      This research has a purpose to test the influence of e-service quality to customer satisfication. The dimensions of e-service quality consist of  efficiency, privacy, reliability, emotional benefits and customer service. The sampling method was purposive sampling method with 155 respondents, namely the people of Lampung Province who have the Shopee application. The analytical method used is quantitative analysis. The data analysis technique used is validity test, reliability test, multiple linear regression analysis and hypothesis testing. The results of this study indicate that the dimensions of e-service quality, namely efficiency, privacy, reliability, emotional benefits and customer service have a positive effect on customer satisfaction in e-commerce.

Keywords : e-service quality, customer satisfaction, e-commerce

Abstrak

      Penelitian ini bertujuan untuk menguji pengaruh dari setiap dimensi kualitas layanan daring                   (e-service quality) yaitu efficiency, privacy, reliability, emotional benefit dan customer service terhadap kepuasaan konsumen pada e-commerce. Responden pada penelitian ini berjumlah 155 orang yang memiliki aplikasi shopee. Metode analisis yang digunakan adalah analisis kuantitatif. Berdasarkan hasil penelitian ini menujukkan bahwa seluruh penelitian ini terdukung yaitu efficiency, privacy, reliability, emotional benefit dan customer service berpengaruh positif pada kepuasaan konsumen di e-commerce shopee. Kesimpulan dari penelitian ini adalah semua dimensi kualitas layanan daring memiliki pengaruh pada kepuasaan konsumen.

Kata Kunci : e-service quality, kepuasaan konsumen, e-commerce