Abstract
This study assesses the effect quality of the website Tokopedia using WebQual 4.0 on repeat usage of website services (study on tokopedia website users). The purpose of this study was to analyze the influence of tokopedia website quality on repeat usage which context is e-commerce. Tokopedia growth until the end of 2016 made them as a refresher in C-to-C Commerce which has the modern services that gather buyers and sellers without face to face interaction so website platform of tokopedia has important role in tokopedia business activity. The research method using descriptive analysis with quantitative approach. Method for data analysis are using descriptive analysis, classical assumption test, correlation analysis, simple regression analysis, and hypothesis test. Sample on this research are 200 respondents which is users of tokopedia. Based on the results of data, website quality is in good category and repeat usage is in fair category. The conclusion of this research is there is influence of website quality on repeat usage is equal to 40,6%. Penelitian ini menilai pengaruh kualitas website Tokopedia dengan metode Webqual 4.0 terhadap repeat usage layanan website (studi pengguna website Tokopedia). Tujuan dari penelitian ini adalah untuk menganalisa pengaruh kualitas website Tokopedia terhadap penggunaan kembali website dalam konteks e-commerce. Pertumbuhan Tokopedia hingga akhir tahun 2016 membuat perusahaan tersebut sebagai penyegar di ranah bisnis C-to-C Commerce yaitu layanan modern tersebut mempertemukan pembeli dan penjual tanpa bertatap muka sehingga pentingnya platform website sebagai pemegang peran penting dalam kegiatan bisnis Tokopedia. Metode penelitian yang digunakan adalah deskriptif dengan pendekatan kuantitatif. Metode analisis data yang digunakan yaitu analisis deskriptif, uji asumsi klasik, analisis korelasi, analisis regresi sederhana, dan uji hipotesis. Sampel penelitian ini sebanyak 200 responden yang seluruhnya adalah pengguna website Tokopedia. Hasil penelitian menunjukkan kualitas website pada kategori baik dan penggunaan kembali dalam kategori cukup. Kesimpulan dari penelitian ini yaitu terdapat pengaruh kualitas website terhadap penggunaan kembali sebesar 40,6%.
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