PUTRI, RESI OCTOVIANISA (2017) INVESTIGASI PERILAKU KOMPLAIN DAN KEPUASAN PENANGANAN KOMPLAIN TERHADAP MINAT PEMBELIAN ULANG PADA E-COMMERCE. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Perkembangan teknologi informasi yang semakin cepat menuntut manusia dan perusahaan untuk memanfaatkannya sesuai dengan tujuan dan kebutuhan. Mengikuti tren dunia, di Indonesia belanja online juga semakin digemari, terbukti dari angka peningkatan jumlah pembeli online setiap tahunnya. Penelitian terdahulu menyebutkan bahwa kepuasan pelanggan dalam berbelanja online menjadi penentu keputusan untuk melakukan pembelian ulang. Tujuan dari penelitian ini adalah menginvestigasi perilaku komplain dan kepuasan penanganan komplain terhadap minat pembelian ulang pada e-commerce, mengidentifikasi masalah yang menyebabkan komplain, serta mengetahui pelayanan yang diharapkan pelanggan dalam penanganan komplain. Penelitian ini menggunakan desain deskriptif konklusif dant multiple cross-sectional, dengan teknik pengambilan sampel quota sampling. Penyebaran kuesioner dilakukan dengan metode survei online kepada pelanggan e-commerce di Pulau Jawa yang berusia diatas 15 tahun dan pernah berbelanja di e-commerce. Didapatkan sebanyak 288 sampel responden dan dianalisis menggunakan analisis fishbone, cross-tabulation, analisis 6 kelompok pelanggan serta regresi logistik. Hasil penelitian ini menunjukkan bahwa pengalaman berbelanja sebelumnya menentukan minat pembelian ulang pelanggan pada suatu e-commerce. Variabel Perilaku komplain dan kepuasan pada penanganannya, usia, jenis kelamin, dan provinsi tempat tinggal tidak signifikan berpengaruh pada minat pembelian ulang pelanggan di e-commerce. Pelanggan yang puas dengan penanganan komplain memiliki minat pembelian ulang lebih besar daripada pelanggan yang tidak memiliki masalah ataupun tidak menyampaikan komplainnya. Implikasi manajerial penelitian ini digunakan perusahaan untuk meningkatkan layanan penanganan komplainnya. Originalitas penelitian ini berfokus pada dampak ketidakpasan pelanggan dan komplain terhadap minat pembelian ulang pada e-commerce di Indonesia. ========================================================================================== The fast development of information and technology makes people and companies to utilize it do to their needs. Following the world trend, online shopping becomes more favorable in Indonesia; proved by the increasing number of online shopper every year. Previous research shows that customer satisfaction in online shopping becomes decision determinant to repurchase. This research aims to investigate complain behavior and complain handling satisfaction towards repurchase intention in e-commerce, to identify problems that causing complain, and to understand expected service in complain handling by customer. This research is a conclusive research with multiple cross sectional as research design and using quota sampling as its sampling method. Questionnaire was administered by using online questionnaire to e-commerce customer in Java Island to respondents above 15 years old and experienced in e-commerce shopping. 288 respondents was obtained and was analyse with fishbone, cross-tabulation, 6 group of customer and logistic regression analysis as well. This research result shows that previous shopping experience determines repurchase intention in e-commerce. Complain behavior and service recovery satisfaction, age, gender, province of residence is not significantly influencing customer repurchase in e-commerce. Customers that satisfied by the complain handling will have higher repurchase intention than customers who has no problems or silent complainants. Managerial implications of this research will be usefull to increase companies capability in complain handling. The originality of this research focus on the impact of customers uncertainty and complain towards customer willingness to repurchase on e-commerce in Indonesia.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | complaint behaviour, service recovery satisfaction, repurchase intention, e-commerce |
| Subjects: | H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5549.2 Personel Management |
| Divisions: | Faculty of Industrial Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | RESI OCTOVIANISA PUTRI |
| Date Deposited: | 25 Jan 2017 07:01 |
| Last Modified: | 20 Dec 2024 03:52 |
| URI: | http://repository.its.ac.id/id/eprint/2112 |
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