Analisis Kepuasan Pelanggan dalam Belanja Online: Sebuah Studi Tentang Penyebab (Antecedents) dan Konsekuensi (Consequents)

Asmai Ishak ()

Jurnal Siasat Bisnis, 2012, vol. 16, issue 2

Abstract: AbstractThis study is aimed to analyze customer satisfaction in online shopping and its antecedentsand consequences emerged. 300 consumers, who have shopped online and been selected throughconvenience sampling method, involved in the study. Questionnaires were adapted from theestablished research instrument and were tested before being spread to the respondents. StructuralEquation Modeling was used to hypotheses. The results indicate that all of hypotheses aresupported. This means that site characteristics of the online retailing such as the ShoppingConvenience, the Site Design, the Informativeness, the Security, and the Communication drive theCustomer Satisfaction which in turn affects positively the Commitment and the Word of MouthCommunication. The study also finds that the Word of Mouth Communication is not only driven bythe Customer Satisfaction but also is encouraged by the Commitment. These findings strengthenand are consistent with the previous studies. The results of this study are very valuable marketers,especially who work in online retail business, in encouraging the word of mouth communicationsamong their customers.Keywords: Customer Satisfaction, Site Design, Informativeness, Security, Communication,Commitment, Communication Word of Mouth (WOM).AbstrakStudi ini bertujuan untuk menganalisa kepuasan konsumen dalam belanja online denganfaktor-faktor penyebab dan konsekuensi yang akan ditimbulkan dengan menggunakan konsumenritel online sebagai subyek penelitian. Sampel penelitan ini berjumlah 300 responden. Instrumenpenelitian berupa kuesioner, dikembangkan berdasarkan instrumen yang sudah dipakai olehpeneliti lain dan diuji validitas dan realibilitasnya sebelum diedarkan kepada responden penelitianini. Structural Equation Modeling (SEM) dipergunakan untuk menguji hipotesa. Hasil analisismenunjukkan bahwa semua hipotesa penelitian ini terbukti. Dengan kata lain karakteristik situsseperti Kemudahan, Desain Situs, Keinformatifan, Keamanan, dan Komunikasi berpengaruh secarasignifikan terhadap Kepuasan Pelanggan. Selanjutnya, Kepuasan Konsumen mendorongterciptanya Komitmen dan Komunikasi WOM. Hasil penelitian ini juga menunjukkan bahwakegiatan Komunikasi WOM tidak hanya dipengaruhi secara langsung oleh Kepuasan tetapidipengaruhi juga oleh Komitmen. Hasil penelitian ini memperkuat dan konsisten dengan temuanbeberapa penelitian sebelumnya. Hal ini sangat bermanfaat bagi praktisi pemasaran dalammenyusun strategi pemasaran bisnis ritel online, terutama berkenaan dengan cara mendorongterciptanya komunikasi WOM.Kata kunci: Kepuasan Konsumen, Kemudahan, Desain Situs, Keinformatifan, Keamanan,Komunikasi, Komitmen, dan Komunikasi Word of Mouth (WOM).

Date: 2012
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