Analisis Pengaruh Etika Fashion E-Retailer terhadap Kepuasan Pelanggan dan Word of Mouth Menggunakan Metode Partial Least Square – Structural Equation Modeling

Benanda, Nadya (2025) Analisis Pengaruh Etika Fashion E-Retailer terhadap Kepuasan Pelanggan dan Word of Mouth Menggunakan Metode Partial Least Square – Structural Equation Modeling. Other thesis, Institut Teknologi Sepuluh Nopember.

Text 5026211004-Undergraduate_Thesis.pdf - Accepted Version Restricted to Repository staff only Download (9MB) | Request a copy

Abstract

Konteks: Perkembangan teknologi yang pesat telah mengubah tatanan hidup masyarakat secara signifikan. Salah satu sektor yang mengalami perubahan besar adalah industri e-retailers di Indonesia. Peningkatan jumlah pemilik bisnis yang bertransaksi melalui e-retailers demi memperoleh keuntungan kompetitif melalui interaksi pelanggan menjadi faktor utama yang mendorong pertumbuhan sektor ini. Tantangan terbesar dalam mendukung proses belanja daring adalah memberikan dan mempertahankan kepuasan pelanggan. Banyak sekali faktor yang mempengaruhi kepuasan pelanggan, salah satunya etika. Seiring dengan perkembangan zaman, isu etika dalam industri fashion juga menjadi salah satu perhatian utama konsumen. Kesadaran konsumen terhadap isu-isu etika, seperti praktik produksi yang adil dan ramah lingkungan, semakin tinggi. Hal ini menjadikan isu etika sebagai salah satu faktor yang signifikan dalam mempengaruhi kepuasan konsumen dalam berbelanja.
Permasalahan: Konsumen semakin sadar akan isu etika bisnis, yang mempengaruhi keputusan pembelian dan kepercayaan terhadap fashion e-retailers. Praktik etis seperti, product fairness (keadilan produk), price fairness (keadilan harga), non-deception (tanpa penipuan), fair trade (Perdagangan yang Adil) dan green product (Produk Ramah Lingkungan) semakin dianggap konsumen sebagai faktor penting dalam keputusan pembelian. Tetapi banyak konsumen yang tidak jadi membeli produk fashion e-retailers dikarenakan praktik tidak etis yang dilakukan oleh fashion e-retailers. Maka dari itu, perlu adanya penelitian yang mendalam untuk mengeksplorasi faktor-faktor salah satunya etika yang memengaruhi kepuasan pelanggan dan word of mouth.
Tujuan: Tujuan utama dari Tugas Akhir ini adalah untuk menganalisis pengaruh CPERyang terdiri dari product fairness (keadilan produk), price fairness (keadilan harga), non-deception (tanpa penipuan), fair trade (Perdagangan yang Adil) dan green product (Produk Ramah Lingkungan), juga online experience dan ethical belief terhadap customer satisfaction dan word of mouth agar dapat meningkatkan kepuasan pelanggan sehingga mendorong mereka untuk menyebarkan WOM positif. Selain itu penelitian ini juga bertujuan untuk memberikan saran dan rekomendasi kepada fashion e-retailers untuk meningkatkan layanannya.
Metode: Metode yang digunakan dalam pembuatan penelitian tugas akhir ini adalah dengan pengumpulan data yang dilakukan melalui penyebaran kuesioner kepada pengguna fashion e-retailers di Indonesia dengan kriteria sampel setidaknya pernah sekali melakukan transaksi di fashion e-retailers, merupakan warga negara Indonesia dan tidak terbatas pada usia, jenis kelamin dan pekerjaan batasan usia. Lalu dari data yang diperoleh, diolah menggunakan model penelitian Partial Least Square - Structural Equation Modelling (PLS-SEM) yang dirujuk dari penelitian yang telah dilakukan oleh Mainardes, Coutinho, & Alves pada tahun 2023. Survei penelitian ini menggunakan 6 variabel second order construct, yaitu product fairness, price fairness, non-deception, fair trade dan green product serta 4 variabel lainnya yaitu ethical belief, online experience, customer satisfaction dan word of mouth yang merupakan variabel tambahan berdasarkan penelitian yang telah dilakukan oleh Cheung dan To pada tahun 2021.
Hasil: Hasil yang didapatkan pada penelitian ini adalah CPER, online experience, ethical belief memiliki hubungan yang positif dan signifikan terhadap customer satisfaction dan word of mouth. Selain itu, didapatkan saran rekomendasi berupa peningkatan fitur, edukasi, dan kemungkinan program untuk memaksimalkan layanan yang diberikan oleh fashion e-retailers.
Nilai Tambah: Penelitian ini diharapkan dapat membantu fashion e-retailers untuk melakukan perbaikan atau improvisasi berdasarkan saran dan rekomendasi yang didapatkan dari hasil penelitian ini. Data mengenai faktor-faktor yang berpengaruh besar terhadap customer satisfaction dan word of mouth yang dihasilkan dari penelitian ini juga diharapkan bisa membantu fashion e-retailers untuk mengambil keputusan manajerial yang tepat. Tidak hanya untuk fashion e-retailers, hasil dari penelitian ini juga bisa dijadikan referensi untuk pengerjaan penelitian yang terkait.

========================================================================================================================================

Context: The rapid advancement of technology has significantly transformed the way society functions. One of the sectors that has undergone major changes is the e-retail industry in Indonesia. The increasing number of business owners engaging in transactions through e-retailers to gain competitive advantage through customer interaction has become a key factor driving the growth of this sector. The biggest challenge in supporting the online shopping process is delivering and maintaining customer satisfaction. Numerous factors influence customer satisfaction, one of which is ethics. Along with the changing times, ethical issues in the fashion industry have become a primary concern for consumers. Consumers are becoming increasingly aware of ethical issues such as fair production practices and environmental sustainability. As a result, ethics has emerged as a significant factor influencing consumer satisfaction in the shopping experience.
Problem: C Consumers are becoming increasingly aware of business ethics issues, which influence their purchasing decisions and trust in fashion e-retailers. Ethical practices such as product fairness, price fairness, non-deception, fair trade, and green products are increasingly regarded by consumers as important factors in their purchasing decisions. However, many consumers decide not to purchase from fashion e-retailers due to unethical practices carried out by these businesses. Therefore, it is necessary to conduct an in-depth study to explore the factors particularly ethics that influence customer satisfaction and word of mouth.
Objective: The main objective of this Final Project is to analyze the influence of CPER, which consists of product fairness, price fairness, non-deception, fair trade, and green products, as well as online experience and ethical belief, on customer satisfaction and word of mouth. The aim is to enhance customer satisfaction, thereby encouraging them to engage in positive word of mouth. In addition, this study also seeks to provide suggestions and recommendations for fashion e-retailers to improve their services.
Methodology: The research method for this final project involved collecting data via a questionnaire distributed to Indonesian users of fashion e-retailers. Respondents had to be Indonesian citizens who had made at least one purchase from a fashion e-retailer; no restrictions were imposed regarding age, gender, or occupation.
The data were then analyzed with Partial Least Squares–Structural Equation Modeling (PLS-SEM), following the model proposed by Mainardes, Coutinho, and Alves (2023). The survey examined five second-order constructs—product fairness, price fairness, non-deception, fair trade, and green product—together with four additional variables drawn from Cheung and To (2021): ethical belief, online experience, customer satisfaction, and word of mouth.
Expected Results: The results of this study indicate that CPER, online experience, and ethical belief have a positive and significant relationship with customer satisfaction and word of mouth. In addition, the study provides several recommendations, including feature enhancements, consumer education, and potential programs to optimize the services offered by fashion e-retailers.
Added Value: This study is expected to assist fashion e-retailers in making improvements or innovations based on the suggestions and recommendations derived from the research findings. The data on key factors that significantly influence customer satisfaction and word of mouth are also expected to help fashion e-retailers make well-informed managerial decisions. Furthermore, the results of this research may serve as a useful reference for future studies related to this topic.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Kata Kunci: Consumers Perception of Ethics of Retailers (CPER), Online Experience, Customer Satisfaction, Ethical Beliefs, Word of Mouth, Partial Least Square - Structural Equation Modelling (PLS-SEM), Consumers Perception of Ethics of Retailers (CPER), Online Customer Experience, Customer Satisfaction, Ethical Beliefs, Word of Mouth, Partial Least Square - Structural Equation Modelling (PLS-SEM)
Subjects:	H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations Q Science > QA Mathematics > QA278.3 Structural equation modeling.
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Nadya Benanda
Date Deposited:	11 Jul 2025 07:09
Last Modified:	11 Jul 2025 07:09
URI:	http://repository.its.ac.id/id/eprint/119492

Actions (login required)

View Item