Analisis Pengaruh E-Security dan Kemampuan Pengguna terhadap E-Loyalty Freemium SaaS

Jariyah, Ainun (2025) Analisis Pengaruh E-Security dan Kemampuan Pengguna terhadap E-Loyalty Freemium SaaS. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri Software as a Service (SaaS) di Indonesia mengalami pertumbuhan yang pesat, dengan nilai proyeksi mencapai Rp14,8 triliun pada tahun 2025. Namun, perkembangan ini diiringi tantangan besar dalam aspek keamanan digital. Salah satu contohnya adalah insiden kebocoran data pribadi yang dialami Canva pada tahun 2019 yang memicu kekhawatiran terhadap kepercayaan (E-Trust) dan kepuasan (E-Satisfaction) pengguna, dua faktor krusial dalam membentuk loyalitas (E-Loyalty) pengguna dalam model layanan freemium. Selain itu, Canva juga menghadapi tantangan dari rendahnya tingkat literasi digital di Indonesia sebagai target pasar terbesar ketiganya yang masih berada di bawah rata-rata ASEAN. Penelitian sebelumnya menyatakan bahwa loyalitas pengguna SaaS dipengaruhi oleh E-Trust dan E-Satisfaction. Namun, temuan terdahulu yang menunjukkan bahwa hubungan antara kepuasan dan loyalitas serta antara kualitas dan kepercayaan tidak signifikan dalam konteks pengguna Canva, mengindikasikan adanya faktor lain yang perlu dipertimbangkan, yakni keamanan digital dan Kemampuan Pengguna. Sehingga, penelitian ini bertujuan untuk menganalisis pengaruh E-Security dan User Capability terhadap E-Loyalty pengguna Canva, dengan E-Trust dan E-Satisfaction sebagai variabel intervening. Pendekatan penelitian ini bersifat kuantitatif, dengan data dikumpulkan melalui kuesioner dan dianalisis menggunakan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS). Selain itu, digunakan pula Importance-Performance Map Analysis (IPMA) untuk mengidentifikasi variabel yang paling berpengaruh terhadap E-Loyalty dan mengevaluasi performanya. Hasil penelitian menunjukkan bahwa E-Security berpengaruh signifikan terhadap E-Trust dan E-Satisfaction, sedangkan User Capability berpengaruh signifikan terhadap E-Satisfaction. Selanjutnya, baik E-Trust maupun E-Satisfaction terbukti berpengaruh signifikan terhadap E-Loyalty pengguna Canva. Berdasarkan hasil IPMA, indikator-indikator seperti Control and Security, Content, Information and Data, Trust, Skills, Knowledge menjadi prioritas utama yang perlu ditingkatkan oleh Perusahaan dengan kategori Concentrate Here. Diharapkan penelitian ini berkontribusi dalam memahami faktor pembentuk E-Loyalty dan merumuskan strategi pengembangan layanan freemium di Indonesia dengan menjadi referensi untuk penelitian selanjutnya dan bahan pertimbangan bagi pelaku industri digital serupa dalam mengambil keputusan strategis.
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The Software as a Service (SaaS) industry in Indonesia is experiencing rapid growth, with a projected value reaching IDR 14.8 trillion by 2025. However, this development is accompanied by significant challenges in digital Security. One example is the personal data breach incident experienced by Canva in 2019, which raised concerns about user Trust (E-Trust) and user satisfaction (E-Satisfaction)—two crucial factors in shaping user loyalty (E-Loyalty) within the freemium service model. Additionally, Canva faces challenges from the low level of digital literacy in Indonesia, its third-largest target market, which remains below the ASEAN average. Previous studies have stated that SaaS user loyalty is influenced by E-Trust and E-Satisfaction. However, earlier findings indicating that the relationships between satisfaction and loyalty as well as between quality and Trust were not significant in the context of Canva users suggest that other factors need to be considered, namely digital Security and User Capability. Therefore, this study aims to analyze the influence of E-Security and User Capability on the E-Loyalty of Canva users, with E-Trust and E-Satisfaction as intervening variables. This research employs a quantitative approach, collecting data through questionnaires and analyzing it using Structural Equation Modeling-Partial Least Squares (SEM-PLS). Additionally, Importance-Performance Map Analysis (IPMA) is used to identify the variables that most influence E-Loyalty and to evaluate their Performance. The results show that E-Security significantly affects both E-Trust and E-Satisfaction, while User Capability significantly affects E-Satisfaction. Furthermore, both E-Trust and E-Satisfaction significantly influence the E-Loyalty of Canva users. Based on the IPMA results, indicators such as Control and Security, Content, Information and Data, Trust, Skills, and Knowledge become top priorities that the company needs to improve, categorized as "Concentrate Here." This study is expected to contribute to understanding the factors shaping E-Loyalty and formulating strategies for developing freemium services in Indonesia, serving as a reference for future research and a consideration for similar digital industry players in making strategic decisions.

Item Type: Thesis (Other)
Uncontrolled Keywords: E-Security, Kemampuan Pengguna, E-Trust, E-Satisfaction, E-Loyalty, Canva, PLS-SEM, E-Security, User Capability, E-Trust, E-Satisfaction, E-Loyalty, Canva, PLS-SEM
Subjects: H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions: Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User: Ainun Jariyah
Date Deposited: 28 Jul 2025 10:10
Last Modified: 28 Jul 2025 10:10
URI: http://repository.its.ac.id/id/eprint/122671

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