PENGARUH E-TRUST DAN E-SATIFACTION TERHADAP MENINGKATNYA E-LOYALITY PADA PENGGUNA APLIKASI E-COMMERCE DI KALANGAN GENERASI MILENIAL
Abstract
Penelitian ini merupakan penelitian pemula yang merujuk rencana strategis penelitian Universitas Merdeka Malang dengan bidang pemasaran. Penelitian ini memiliki tujuan untuk memperoleh gambaran mengenai pengaruh e-trust dan e-satisfaction terhadap peningkatan e-loyalty pada pengguna aplikasi e-commerce di kalangan generasi millenial. E-loyalty didefinisikan sebagai sikap menguntungkan pelanggan kepada suatu aplikasi yang menghasilkan perilaku pembelian ulang. Masifnya penggunaan internet di Indonesia menunjukkan tinnginya tingkat signifikasi pertumbuhan dari pelaku bisnis e-commerce berbasis aplikasi yang umumnya menargetkan generasi millenial sebagai pelanggannya. Pertumbuhan ini berimbas pada munculnya persaingan guna mendapatkan loyalitas pelanggan dengan berlomba-lomba menigkatkan kepercayaan pelanggan (e-trust) dan kepuasan pelanggan (e-satisfaction). Penelitian ini adalah explanatory research dengan pendekatan kuantitaif. Data penelitian ini adalah data primer. Analisis yang digunakan adalah analisis regresi linear berganda dengan alat statistik SPSS 16.0. Penelitian ini akan menguji pengaruh variabel independen e-trust dan e-satisfaction terhadap variabel dependen e-loyalty. Populasi penelitian ini adalah Mahasiswa Universitas Merdeka Malang Fakultas Ekonomi dan Bisnis Jurusan Manajemen angkatan 2019. Metode sampel yang digunakan adalah purposive sampling.
Kata Kunci: E-Trust, E-Satisfaction, E-loyalty, E-Commerce.
This research is a beginner research that refers to the strategic plan of research at the University of Merdeka Malang in the field of marketing. This study aims to obtain an overview of the effect of e-trust and e-satisfaction on increasing e-loyalty among e-commerce application users among the millennial generation. E-loyalty is defined as a customer's favorable attitude to an application that results in repeat purchase behavior. The massive use of the internet in Indonesia shows the significant level of growth of application-based e-commerce business players who generally target the millennial generation as their customers. This growth has an impact on the emergence of
competition to gain customer loyalty by competing to increase customer trust (e-trust) and customer satisfaction (e-satisfaction). This research is an explanatory research with a quantitative approach. This research data is primary data. The analysis used is multiple linear regression analysis with SPSS 16.0 statistical tools. This study will examine the effect of the independent variables e-trust and e-satisfaction on the dependent variable e-loyalty. The population of this research is the students of Universitas Merdeka Malang, Faculty of Economics and Business, Department of Management, class of 2019. The sample method used is purposive sampling.
Keywords: E-Trust, E-Satisfaction, E-loyalty, E-Commerce.
Keywords
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DOI: https://doi.org/10.21107/kompetensi.v16i1.14306
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