Wicaksana, Aulia Fahmi (2023) Analisis Pengaruh Pengalaman dan Karakteristik Pelanggan Beauty Commerce terhadap Kepuasan Berbelanja dengan Partial Least Square – Structural Equation Modelling. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Konteks: Seiring berkembangnya teknologi yang sangat cepat, saat ini aktivitas dan kegiatan yang dilakukan oleh masyarakat pun juga berubah mengikuti perkembangan zaman. Salah satu hal yang terlihat jelas dampak perubahannya yaitu sistem transaksi jual beli khususnya e-commerce. E-commerce yang memiliki kepanjangan yaitu ‘Electric Commerce’ yang memiliki arti yaitu perdagangan barang dan jasa melalui media elektronik dan internet. Dengan e-commerce, seluruh kegiatan transaksi jual beli dapat secara mudah dilakukan tanpa harus mendatangi toko fisik atau offline. Permasalahan: Persaingan perusahaan dalam mengembangkan e-commerce¬-nya khususnya di Indonesia dapat terlihat keketatannya. Hal ini menyebabkan beberapa ketimpangan penjualan yang dirasakan pada e-commerce yang dimiliki perusahaan secara independen dengan e-commerce pihak ketiga. Realitanya, terdapat banyak sekali aspek yang seharusnya ditawarkan kepada pelanggan dalam e-commerce independen yang menyebabkan pelanggan merasa puas dalam beberbelanja. Tujuan: Penelitian ini dilakukan untuk mengetahui hasil analisis dari hubungan beberapa faktor terhadap kepuasan konsumen dalam berbelanja pada layanan website e-commerce dengan menggunakan model five-construct theoretical model of customer satisfaction serta rekomendasi strategis kepada penyedia platform layanan website e-commerce milik Kahf untuk meningkatkan kepuasan pelanggan dalam berbelanja. Metode: Penelitian Tugas Akhir ini dilakukan dengan metode Partial Least Square – Structural Equation Modelling (PLS-SEM) dan menerapkan five-construct model of customer satisfaction in beauty and cosmetic E-commerce. Hasil: Hasil yang didapatkan pada penelitian Tugas Akhir ini yaitu persepsi mengenai insentif eksternal yang didapat oleh pelanggan berpengaruh secara positif dan signifikan terhadap kepuasan berbelanja pelanggan pada aplikasi ahfeveryday.com. Kemudian, variabel lain seperti pengalaman berbelanja secara online dan ketersediaan produk yang diberikan pada aplikasi kahfeveryday.com juga berpengaruh secara positif dan signifikan terhadap kepuasan berbelanja pelanggan. Keamanan data pada pengguna disini juga berpengaruh secara positif dan signifikan terhadap kepuasan berbelanja mereka. Nilai Tambah: Dengan mengetahui faktor yang memengaruhi kepuasan pelanggan dalam berbelanja pada website e-commerce serta rekomendasi strategis yang diberikan, diharapkan penyedia aplikasi dapat meningkatkan kualitas website e-commerce yang juga berdampak positif terhadap kepuasan pelanggan pada saat berbelanja.
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Context: Along with the rapid development of technology, now the activities carried out by the community have also changed with the times. One of the things that are clearly visible is the buying and selling transaction system and that is e-commerce. E-commerce stands for 'Electric Commerce' which means trade in goods and services through electronic media and the internet. With e-commerce, all buying and selling transaction activities can be easily carried out without having to go to a physical or offline store. Problem: The competition between companies in developing their e-commerce, especially in Indonesia, can be seen from the tightness. This causes some sales imbalances that are felt in e-commerce that the company owns independently with third-party e-commerce. In reality, there are many aspects that should be offered to customers in independent e-commerce that cause customers to feel satisfied when shopping. Purpose: This research was conducted to find out the results of the analysis of the relationship between several factors on consumer satisfaction in shopping on e-commerce website services using a five-construct theoretical model of customer satisfaction as well as recommendations for improvements or adding features to Kahf's e-commerce website service platform providers for increasing customer satisfaction in shopping. Method: This final project research was carried out using the Partial Least Square – Structural Equation Modeling (PLS-SEM) method and applying a five-construct model of customer satisfaction in beauty and cosmetic E-commerce. outcome: The results obtained in this Final Project research are the perceptions of external incentives obtained by customers that have a positive and significant effect on customer shopping satisfaction on the kahfeveryday.com application. Then, other variables such as online shopping experience and product availability provided on the kahfeveryday.com application also have a positive and significant effect on customer shopping satisfaction. Safety data on users here also has a positive and significant effect on their shopping satisfaction. Added-value: By knowing the factors that influence customer satisfaction in shopping on e-commerce websites and the strategy recommendations provided, it is expected that application providers can improve the quality of e-commerce websites, which also positively impacts customer satisfaction when shopping.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Customer Satisfaction, Beauty Commerce, Customer Relationship Management, Marketing, Partial Least Square – Structural Equation Modelling (PLS-SEM) |
| Subjects: | Q Science > QA Mathematics > QA278.3 Structural equation modeling. |
| Divisions: | Faculty of Information and Communication Technology > Information Systems > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Aulia Fahmi Wicaksana |
| Date Deposited: | 24 Jul 2023 00:56 |
| Last Modified: | 24 Jul 2023 00:56 |
| URI: | http://repository.its.ac.id/id/eprint/98969 |
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