Analisis Pengaruh User Interface (UI) dan User Experience (UX) terhadap Customer Loyalty dengan Customer Satisfaction sebagai Variabel Intervening pada ecommerce di Indonesia (Studi Kasus: Shopee)

Syifa, Yasmin Alya (2020) Analisis Pengaruh User Interface (UI) dan User Experience (UX) terhadap Customer Loyalty dengan Customer Satisfaction sebagai Variabel Intervening pada ecommerce di Indonesia (Studi Kasus: Shopee). Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penggunaan internet untuk aktivitas transaksi bisnis dikenal dengan istilah Electronic Commerce (E-Commerce). Perkembangan e-commerce di Indonesia diiringi dengan semakin banyaknya pengguna internet yang menggunakan aplikasi, website maupun Web Apps-nya. Shopee, merupakan platform dengan jumlah pengunjung website bulanan terbanyak sepanjang Tahun 2020. Beberapa faktor penentu loyalitas pelanggan dalam kegiatan transaksi jual beli secara elektronik antara lain adalah User Interface (UI), User Experience (UX) dan Customer Satisfaction. Melalui penelitian ini diharapkan dapat menghasilkan analisis mengenai pengaruh dari ketiga faktor tersebut terhadap Customer Loyalty pada Shopee. Sehingga dapat menjadi bahan evaluasi dan rekomendasi bagi e-commerce terkait. Untuk dapat mencapai tujuan tersebut, maka teknik pengolahan data dan analisis dalam penelitian ini menggunakan analisis deksriptif dan PLS-SEM. Pengumpulan data dilakukan menggunakan kuesioner online yang ditujukan terhadap 122 responden. Hasil penelitian menunjukkan terdapat pengaruh yang positif dan signifikan dari variabel user interface terhadap customer loyalty sebesar 5,683 dan variabel user experience terhadap customer loyalty sebesar 4,193 kedua pengaruh tersebut diidentifikasi telah melalui variabel intervening customer satisfaction. Hubungan antara customer satisfaction dan customer loyalty juga terindikasi positif dan signifikan, sebesar 21, 866. Dapat disimpulkan, seluruh hipotesis dalam penelitian ini diterima. Terdapat pula implikasi manajerial yang disusun berdasarkan hasil analisis pengolahan data bagi pihak e-commerce terkait untuk menjaga dan meningkatkan loyalitas pelanggannya. =========================================================== The use of the internet for business transaction activities is known as Electronic Commerce (E-Commerce). The development of e-commerce in Indonesia is in line with the increasing number of internet users who use their applications, websites, and Web Apps. Shopee, is the platform with the highest number of monthly website visitors throughout 2020. Several determinants of customer loyalty in electronic buying and selling transactions include the User Interface (UI), User Experience (UX) and Customer Satisfaction. Through this research, it is expected to provide an analysis of the influence of these three factors on Customer Loyalty at Shopee. So that it can be used as evaluation material and recommendations for related ecommerce. To be able to achieve this goal, the data processing and analysis techniques in this study used descriptive analysis and PLS-SEM. Data was collected using an online questionnaire aimed at 122 respondents. The results showed that there was a positive and significant effect of the user interface variable on customer loyalty of 5,683 and the user experience variable on customer loyalty of 4,193 both influences were identified through the intervening variable, customer satisfaction. The relationship between customer satisfaction and customer loyalty is also indicated to be positive and significant, amounting to 21,866. It can be concluded, all hypotheses in this study are accepted. There are also managerial implications that are compiled based on the results of data processing analysis for related ecommerce parties to maintain and increase customer loyalty.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: E-Commerce, User Interface, User Experience, Customer Satisfaction, Customer Loyalty
Subjects: H Social Sciences > HF Commerce > HF5548.32 Electronic commerce.
H Social Sciences > HF Commerce > HF5548.34 Mobile commerce.
T Technology > T Technology (General) > T58.6 Management information systems
Divisions: Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User: Yasmin Alya Syifa
Date Deposited: 11 Feb 2022 03:00
Last Modified: 11 Feb 2022 03:00
URI: https://repository.its.ac.id/id/eprint/93421

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