Analisis Pengaruh E-Service Quality, Perceived Value Terhadap Customer Satisfaction, Trust, dan Customer Behavioral Intention
Survei pada Customer Toko Online www.blibli.com
DOI:
https://doi.org/10.37535/103001220201Keywords:
e-service quality, perceived value, customer satisfaction, trust, behavioral intentionAbstract
Pada survei popularitas e-commerce di Indonesia, e-commerce Blibli menempati peringkat pertama di media sosial, namun jumlah pengunjung/bulan dari Blibli ini lebih rendah daripada peringkat ke-2 dan ke-3 pada peta e-commerce. Beberapa hal yang mempengaruhi tingkat penjualan dari suatu perusahaan e-commerce, yaitu seperti e-service quality, perceived value dan satisfaction dari customer. Selain itu menurut Mayer et al. (1995) “trust is central in e-commerce relationships because of the presence of risks, uncertainties, and interdependenciesâ€. Berdasarkan uraian tersebut, penelitian ini bertujuan mengetahui bagaimana hubungan antara e-service quality dan perceived value terhadap customer satisfaction, trust, dan behavioral intention customer e-commerce Blibli. Penelitian ini dilakukan dengan cara menyebarkan kuesioner yang sudah diuji validitas dan reliabilitas kepada 200 responden. Data yang didapatkan kemudian diolah menggunakan metode SEM (Structural Equation Modelling) dengan aplikasi LISREL (LisWin32). Hasil pengolahan data menunjukkan bahwa variabel E-service quality memiliki pengaruh positif yang signifikan terhadap perceived value, variabel E-service quality tidak memiliki pengaruh positif yang signifikan terhadap customer satisfaction, variabel Perceived value memiliki pengaruh positif yang signifikan terhadap customer satisfaction, variabel E-service quality tidak memiliki pengaruh positif yang signifikan terhadap trust, variabel Perceived value tidak memiliki pengaruh positif yang signifikan terhadap trust, variabel customer satisfaction tidak memiliki pengaruh positif yang signifikan terhadap trust, variabel E-service quality tidak memiliki pengaruh negatif yang signifikan terhadap behavioral intention, variabel Perceived value tidak memiliki pengaruh positif yang signifikan terhadap behavioral intention, variabel Trust tidak memiliki pengaruh positif yang signifikan terhadap behavioral intention.
References
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Moorman, C., Deshpandé, R., & Zaltman, G. (1993). Factors Affecting Trust in Market Research Relationships. Journal of Marketing, 57(1), 81-101. https://doi.org/10.1177/002224299305700106
Peter, P. J, & Olson, J. C. (2008). Consumer Behavior perilaku konsumen dan strategi pemasaran. Erlangga.
Pratiwi, S. A., & Dewi, C. K. (2016) Pengaruh E-Service Quality Terhadap Behavior Intentions Dengan E Satisfaction Sebagai Mediator (Studi Pada Kriya.co.id). Jurnal Computech & Bisnis, 10(2), 59-71.
Santos, J. (2003). E-Service Quality: A Model of Virtual Service Dimensions. Managing Service Quality. Managing Service Quality: An International Journal, 13(3), 233-246. https://doi.org/10.1108/09604520310476490
Setyawan, B. (2010). Pengaruh Perceived Quality, Perceived Sacrifice, Perceived Value, Satisfaction pada Behavioral Intentions (survei pada mahasiswa Universitas Sebelas Maret Surakarta) (No. Publikasi 16490) [Skripsi Strata I, Universitas Sebelas Maret]. UPT Perpustakaan Universitas Sebelas Maret.
Shomad, A. C., & Purnomosidhi, B. (2013). Pengaruh Kepercayaan, Persepsi Kegunaan, Persepsi Kemudahan, dan Persepsi Risiko Terhadap Perilaku Penggunaan E-Commerce. Jurnal Ilmiah Mahasiswa FEB, 1(2).
Sugiyono. (2011). Statistika Untuk Penelitian. Alfabeta.
Suratman, A. (2011). Analisis Pengaruh Perceived Value, Kepuasan dan Kepercayaan Pada Loyalitas Konsumen (Studi Pada Pelanggan Transportasi Rosalia Indah, Karanganyar). Riset Manajemen dan Akuntansi STIE Atma Bhakti, 2(4).
Syamsiah, N. (2009). Analisis Faktor-Faktor yang Mempengaruhi Nilai yang Dirasakan Pelanggan untuk Menciptakan Kepuasan Pelanggan di RSUP Dokter Kariadi Semarang (No. Publikasi 18365) [Tesis Magister, Universitas Diponegoro]. Diponegoro University | Institutional Repository (UNDIP-IR).
Tan, T. H., & Waheed, A. (2011). Herzberg’s Motivation-Hygiene Theory and Job Satisfaction in the Malaysian Retail Sector: The Mediating Effect of Love of Money. Asian Academy of Management Journal, 16(1), 73-94.
Taslim, K. (2015). Analisis Hubungan Antara E-Service Quality dan Trust pada Customer Satisfaction dan Behavioral Intentions Telaah pada Net Generation Konsumen Lazada Indonesia. Ultima Management. 7(1), 62-82. https://doi.org/10.31937/manajemen.v7i1.924
Ting, O. S., Ariff, M. S. M., Zakuan, N., Sulaiman, Z., & Saman, M. Z. M. (2016). E-Service Quality, E-Satisfaction and E-Loyalty of Online Shoppers in Business to Consumer Market; Evidence form Malaysia. IOP Conference Series: Materials Science and Engineering, 131. http://doi.org/10.1088/1757-899X/131/1/012012
Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012). Services Marketing: Integrating Customer Focus Across the Firm (2nd ed.). McGraw Hill.
Zeglat, D., Shrafat, F., & Al-Smadi, Z. (2016). The Impact of the E-Service Quality (E-SQ) of Online Databases on Users’ Behavioural Intentions: A Perspective of Postgraduate Students. International Review of Management and Marketing 6(1), 1-10.
Annisa. (2016). Analisis Pengaruh E-service Quality Terhadap E-Trust dan E-Satisfaction Serta Implikasinya Pada E-loyalty dan Positive E-WOM; Telaah Pada Konsumen Wanita bobobobo.com (No. Publikasi 122) [Skripsi Strata I, Universitas Multimedia Nusantara]. UMN Knowledge Center.
Ardhi, D.F.X. (2013). Pengaruh Customer Perceived Value, Customer Satisfaction dengan Moderasi Switching Cost terhadap Customer Loyalty dalam Online Shop Bhinneka.com. Ultima Management, 5(2), 35-45.
Ardyanto, D. (2015). Pengaruh Kemudahan Dan Kepercayaan Menggunakan. E-Commerce Terhadap Keputusan Pembelian Online (Survei Pada. Konsumen www. petersaysdenim. com). Jurnal Administrasi Bisnis, 22(1).
Ariyanto, H. H. (2003). Hubungan Karakteristik Konsumen dalam Evaluasi terhadap Brand Imitation. Elex Media Komputindo.
Bei, L., & Chiao, Y. (2001). An Integrated Model for the Effects of Perceived Product, Perceived Service Quality, and Perceived Price Fairness on Consumer Satisfaction and Loyalty. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 14, 125-141.
Bernarto, I., & Patricia. (2019). Pengaruh Perceived Value, Customer Satisfaction, dan Trust terhadap Customer Loyalty Restoran XYZ di Tangerang. Journal of Business Studies, 4(1), 36-49.
Fogg, B. J., & Tseng, H. (1999). The elements of computer credibility. Proceedings of the SIGCHI Conference on Human factors in Computing Systems, 80-87. https://doi.org/10.1145/302979.303001
Ghalandari, K., & Branch, N. (2012). The Effect of E-Service Quality on E-Trust and E-Satisfaction as Key Factor Influencing Creation of E-Loyalty in E-Business Context: The Moderating Role of Situational Factors. Journal of Basic and Applied Scientific Research, 2(12), 12847-12855.
Ghozali, H. I. dan Fuad. (2005). Structural Equation Modeling: Teori, Konsep, dan Aplikasi Dengan Program LISREL 8.54. Badan Penerbit Universitas Diponegoro.
Ghozali, H. I. dan Fuad. (2008). Structural Equation Modeling: Teori, Konsep, dan Aplikasi Dengan Program LISREL 8.80 (2nd ed.). Badan Penerbit Universitas Diponegoro.
Ghozali, I., & Kusumadewi, K. A. (2013). Teknik Penyusunan Skala Likert (Summated Scales) Dalam Penelitian Akuntansi dan Bisnis. Fatawa Publishing.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate Data Analysis (5th ed.). Prentice Hall.
Hansen, D. R., & Mowen M. M. (2012). Manajemen Biaya. Salemba Empat.
Ho, C. dan Lee Y. (2007). The Development of an E-Travel Service Quality Scale. Tourism Management, 28(6), 1434-1449. https://doi.org/10.1016/j.tourman.2006.12.002
Holbrook, M. (1994). The nature of customer value: an axiology of services in the consumption experience. In R. T. Rust & R. L. Oliver (Eds.), Service quality: New directions in theory and practice (pp. 21-71). SAGE Publications, Inc. http://dx.doi.org/10.4135/9781452229102.n2
Indrata, S. L., Susanti, C. E., & Kristanti, M. M. (2017). Pengaruh perceived value dan e-service quality terhadap customer behavioral intentions melalui customer satisfaction pada pengguna gojek di Surabaya. Kajian Ilmiah Mahasiswa Manajemen, 6(2), 131-147.
Kaplan, H. I., & Saddock, B. J. (2007). Sinopsis Psikiatri Ilmu pengetahuan Perilaku Psikiatri Klinis Jilid 1 (10th ed.). Bina Rupa Aksara.
Kotler, P. (2011). Manajemen Pemasaran di Indonesia: Analisis, Perencanaan, Implementasi dan Pengendalian. Salemba Empat.
Lau, G. T., & Lee, S. H. (1999). Consumers Trust in A Brand and Link to Brand Loyalty. Journal of Market-Focused Management, 4(4), 341-270. https://doi.org/10.1023/A:1009886520142
Lien, C., Wen M., & Wu, C. (2011). Investigating the Relationships among E-Service Quality, Perceived Value, Satisfaction, and Behavioral Intentions in Taiwanese Online Shopping. Asia Pacific Management Review, 16(3), 211-223. http://dx.doi.org/10.6126/APMR.2011.16.3.01
Mayer, R.C., Davis, J. H., & Schoorman, F. D. (1995). An Integrative Model of Organizational Trust. The Academy of Management Review, 20(3), 709-743. https://doi.org/10.2307/258792
Moorman, C., Deshpandé, R., & Zaltman, G. (1993). Factors Affecting Trust in Market Research Relationships. Journal of Marketing, 57(1), 81-101. https://doi.org/10.1177/002224299305700106
Peter, P. J, & Olson, J. C. (2008). Consumer Behavior perilaku konsumen dan strategi pemasaran. Erlangga.
Pratiwi, S. A., & Dewi, C. K. (2016) Pengaruh E-Service Quality Terhadap Behavior Intentions Dengan E Satisfaction Sebagai Mediator (Studi Pada Kriya.co.id). Jurnal Computech & Bisnis, 10(2), 59-71.
Santos, J. (2003). E-Service Quality: A Model of Virtual Service Dimensions. Managing Service Quality. Managing Service Quality: An International Journal, 13(3), 233-246. https://doi.org/10.1108/09604520310476490
Setyawan, B. (2010). Pengaruh Perceived Quality, Perceived Sacrifice, Perceived Value, Satisfaction pada Behavioral Intentions (survei pada mahasiswa Universitas Sebelas Maret Surakarta) (No. Publikasi 16490) [Skripsi Strata I, Universitas Sebelas Maret]. UPT Perpustakaan Universitas Sebelas Maret.
Shomad, A. C., & Purnomosidhi, B. (2013). Pengaruh Kepercayaan, Persepsi Kegunaan, Persepsi Kemudahan, dan Persepsi Risiko Terhadap Perilaku Penggunaan E-Commerce. Jurnal Ilmiah Mahasiswa FEB, 1(2).
Sugiyono. (2011). Statistika Untuk Penelitian. Alfabeta.
Suratman, A. (2011). Analisis Pengaruh Perceived Value, Kepuasan dan Kepercayaan Pada Loyalitas Konsumen (Studi Pada Pelanggan Transportasi Rosalia Indah, Karanganyar). Riset Manajemen dan Akuntansi STIE Atma Bhakti, 2(4).
Syamsiah, N. (2009). Analisis Faktor-Faktor yang Mempengaruhi Nilai yang Dirasakan Pelanggan untuk Menciptakan Kepuasan Pelanggan di RSUP Dokter Kariadi Semarang (No. Publikasi 18365) [Tesis Magister, Universitas Diponegoro]. Diponegoro University | Institutional Repository (UNDIP-IR).
Tan, T. H., & Waheed, A. (2011). Herzberg’s Motivation-Hygiene Theory and Job Satisfaction in the Malaysian Retail Sector: The Mediating Effect of Love of Money. Asian Academy of Management Journal, 16(1), 73-94.
Taslim, K. (2015). Analisis Hubungan Antara E-Service Quality dan Trust pada Customer Satisfaction dan Behavioral Intentions Telaah pada Net Generation Konsumen Lazada Indonesia. Ultima Management. 7(1), 62-82. https://doi.org/10.31937/manajemen.v7i1.924
Ting, O. S., Ariff, M. S. M., Zakuan, N., Sulaiman, Z., & Saman, M. Z. M. (2016). E-Service Quality, E-Satisfaction and E-Loyalty of Online Shoppers in Business to Consumer Market; Evidence form Malaysia. IOP Conference Series: Materials Science and Engineering, 131. http://doi.org/10.1088/1757-899X/131/1/012012
Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012). Services Marketing: Integrating Customer Focus Across the Firm (2nd ed.). McGraw Hill.
Zeglat, D., Shrafat, F., & Al-Smadi, Z. (2016). The Impact of the E-Service Quality (E-SQ) of Online Databases on Users’ Behavioural Intentions: A Perspective of Postgraduate Students. International Review of Management and Marketing 6(1), 1-10.
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2020-12-31
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Ciputra, W., & Prasetya, W. (2020). Analisis Pengaruh E-Service Quality, Perceived Value Terhadap Customer Satisfaction, Trust, dan Customer Behavioral Intention: Survei pada Customer Toko Online www.blibli.com. COMMENTATE: Journal of Communication Management, 1(2), 109–128. https://doi.org/10.37535/103001220201
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