Anteseden dan Konsekuensi E-satisfaction pada E-commerce

Moh. Haikal Tirmizi; RR Dyah Astarini; Muhammad Alfinhaqqy

doi:10.31004/riggs.v4i4.4525

Authors

Moh. Haikal Tirmizi Universitas Trisaksi
RR Dyah Astarini Universitas Trisakti
Muhammad Alfinhaqqy Universitas Trisakti

DOI:

https://doi.org/10.31004/riggs.v4i4.4525

Keywords:

E-Service Quality, E-Trust, Enjoyment, E-Satisfaction, E-Loyalty, Gender

Abstract

Penelitian ini bertujuan untuk menganalisis berbagai faktor yang memengaruhi e-satisfaction serta implikasinya terhadap e-loyalty pada pengguna platform e-commerce di Indonesia. Dalam persaingan antarplatform yang semakin ketat, pemahaman mengenai kualitas layanan digital, tingkat kepercayaan, dan pengalaman pengguna menjadi aspek krusial dalam meningkatkan kepuasan dan loyalitas pelanggan. Penelitian ini menggunakan pendekatan kuantitatif dengan desain survei cross-sectional serta teknik purposive sampling. Sebanyak 400 responden yang telah melakukan transaksi pada platform Shopee, Tokopedia, TikTok Shop, dan Lazada dijadikan sebagai sampel penelitian. Data dianalisis menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) untuk menguji hubungan antarvariabel secara simultan. Hasil penelitian menunjukkan bahwa faktor keamanan, keandalan, kenyamanan, e-trust, dan enjoyment berpengaruh signifikan terhadap e-satisfaction pengguna e-commerce. Sebaliknya, variabel responsiveness tidak menunjukkan pengaruh yang signifikan terhadap tingkat kepuasan pengguna. Selanjutnya, hasil analisis membuktikan bahwa peningkatan e-satisfaction secara signifikan mendorong terbentuknya e-loyalty, yang tercermin dari niat pembelian ulang serta kecenderungan pengguna untuk merekomendasikan platform kepada pihak lain. Selain itu, variabel gender tidak berperan sebagai moderator dalam hubungan antara e-satisfaction dan e-loyalty. Temuan ini menegaskan bahwa aspek fungsional dan kualitas layanan digital merupakan faktor utama dalam membangun kepuasan dan loyalitas pelanggan e-commerce. Penelitian ini diharapkan dapat memberikan kontribusi terhadap pengembangan literatur pemasaran digital serta menjadi dasar penyusunan strategi praktis bagi pelaku e-commerce. Penelitian selanjutnya disarankan untuk mengeksplorasi variabel tambahan, memperluas cakupan wilayah, serta menggunakan metode sampling yang berbeda guna meningkatkan generalisasi hasil penelitian.

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