Pengaruh Online Shopping Experiences, Seller / Customer Service, External Incentives, Security And Privacy Terhadap Customer Satisfaction Pada Beauty E-Commerce: Studi Kasus Pengguna Sociolla Di Surabaya

Wijaya, Samuel Allessandri Mahesa Chryssallie (2022) Pengaruh Online Shopping Experiences, Seller / Customer Service, External Incentives, Security And Privacy Terhadap Customer Satisfaction Pada Beauty E-Commerce: Studi Kasus Pengguna Sociolla Di Surabaya. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Meningkatnya konsumsi produk kecantikan pada berbagai platform e-commerce telah membawa dampak yang besar bagi perusahaan-perusahaan dalam menjangkau konsumen. Beauty e-commerce yang lahir dari perkembangan teknologi menghadirkan berbagai layanan elektronik untuk memudahkan pelanggan dalam memperoleh berbagai produk kecantikan. Dalam proses mendapatkan produk kecantikan, pelanggan akan merasakan pengalaman berbelanja dan kualitas layanan secara keseluruhan pada beauty e-commerce. Penelitian ini bertujuan untuk menganalisis pengaruh online shopping experiences, seller or customer service, external incentives, dan security and privacy terhadap customer satisfaction. Metode penelitian menggunakan kausal konklusif multiple cross-sectional design serta teknik penarikan sampel menggunakan purposive sampling. Pengumpulan data dilakukan dengan menyebarkan kuesioner melalui media sosial dan diperoleh 200 responden yang tinggal di kota Surabaya. Temuan dalam penelitian ini menunjukkan bahwa online shopping experiences tidak memiliki pengaruh yang signifikan terhadap customer satisfaction. Hal tersebut juga menjelaskan bahwa pengalaman yang dirasakan pelanggan ketika berbelanja online tidak cukup berkesan. Sedangkan temuan berdasarkan variabel seller or customer service, external incentives, dan security and privacy menunjukkan bahwa 3 variabel tersebut memiliki pengaruh yang signifikan terhadap customer satisfaction. Implikasi manajerial dapat diaplikasikan oleh beauty e-commerce (Sociolla) untuk meningkatkan kepuasan pelanggan sehingga kepuasan pelanggan dapat meningkatkan profitabilitas perusahaan. ================================================================================================== The increasing consumption of beauty products on various e-commerce platforms has a big impact on companies to reach consumers. Beauty e-commerce, that was born from technological developments, presents a variety of electronic services to make it easier for customers to obtain various beauty products. In the process of getting beauty products, customers will feel the shopping experiences and overall service quality at Beauty e-commerce. This study aims to analyze the effect of online shopping experiences, seller or customer service, external incentives, and security and privacy on customer satisfaction. The research method used causal conclusive multiple cross-sectional design and the sampling technique used was purposive sampling. Data was collected by distributing questionnaires through social media and obtained 200 respondents who live in the city of Surabaya. The findings in this study indicate that online shopping experiences has no significant effect on customer satisfaction. It was also explained that the experience felt by customers when online shopping is not quite memorable. Meanwhile, the findings based on the seller or customer service, external incentives, and security and privacy variables indicate that these 3 variables have a significant influence on customer satisfaction. Managerial implications can be applied by beauty e-commerce (Sociolla) to increase customer satisfaction so that customer satisfaction can increase company profitability.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: beauty e-commerce, customer satisfaction, e-service quality, online shopping experiences, Structural Equation Modelling
Subjects: H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
H Social Sciences > HF Commerce > HF5548.32 Electronic commerce.
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User: Samuel Allessandri Mahesa Chryssallie Wijaya
Date Deposited: 08 Feb 2022 02:27
Last Modified: 08 Feb 2022 02:27
URI: https://repository.its.ac.id/id/eprint/92990

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