Abstract
The purpose of this study is to analyze the influence of several antecedents of customer satisfaction in the online shopping industry, namely site design, time savings, product variation, and shipping performance, and its consequence on customer satisfaction and word of mouth. This study uses purposive sampling with repeat buyer criteria. 100 samples qualify and deserve to be tested after testing their validity and reliability. The results showed that site design, time savings, and delivery performance significantly affected customer satisfaction. Meanwhile, site design, time savings, and product variations affect word of mouth. In addition, the results also confirm the hidden role of customer satisfaction as a partial mediating variable. Thus, the market must increase the availability of products and services to increase customer satisfaction in order to increase word of mouth activities.
Highlights
Abstrak Tujuan dari penelitian ini adalah untuk menganalisis pengaruh beberapa anteseden dari kepuasan pelanggan dalam industri belanja daring, yaitu desain situs, penghematan waktu, variasi produk, dan kinerja pengiriman, dan konsekuensinya pada kepuasan pelanggan dan word of mouth
The purpose of this study is to analyze the influence of several antecedents of customer satisfaction in the online shopping industry, namely site design, time savings, product variation, and shipping performance, and its consequence on customer satisfaction and word of mouth
The results showed that site design, time savings, and delivery performance significantly affected customer satisfaction
Summary
Dari 120 kuesioner yang didistribusikan, total 100 diantaranya dapat digunakan, dan oleh karena itu dinyatakan memenuhi syarat untuk digunakan lebih lanjut dalam penelitian ini. Sebelum melakukan analisis pada data, analisis demografi responden dilakukan untuk mengetahui profil responden. Berdasarkan hasil, terungkap bahwa perempuan adalah mayoritas responden (67%) daripada laki-laki (33%). Di bawah tahun tercatat hanya 1%, sedangkan responden berusia antara hingga 23 tahun dominan sebanyak 97%, dan sisanya di atas 23 tahun hanya 2%
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