Pengaruh Kepuasan terhadap E-Loyalty pada Online Shop SNOWY SHOP.

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Abstract

The purpose of this research was to inoestigate the factors influencing consumer’s loyalty toward e-commerce website. The samples were those who used and interacted to the website. We applied nonprobability sampling and the questionnaires were distributed online. Returned and processed questionnaires were from 100 respondents.

Processing data using SPSS software oersion 13.00 and hypothesis testing using simple regression analysis. The coefficient of determination (R Square) is equal to 0.339. This result showed that the effect of satisfaction on E-loyalty was about 33.9% and the rest of it was about 66.1% that influenced by other factors. The results showed that the oariables of satisfaction had an influence on e-loyalty at online shop Snowy Shop.

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Abstrak

Tujuan penelitian ini adalah untuk meneliti faktor-faktor yang mempengaruhi loyalitas konsumen terhadap e-commercet Sampel penelitian ini adalah orang-orang yang menggunakan website dan berinteraksi dengan websitet Penelitian ini menggunakan teknik nonprobability sampling dengan menyebarkan kuesioner yang dibagikan secara onlinet Jumlah responden yang mengembalikan dan mengisi kuesioner adalah 100 respondent

Pengolahan data menggunakan perangkat lunak SPSS versi 13t00 dan pengujian hipotesis menggunakan analisis regresi sederhanat Koefisien determinasi (R Square) adalah sebesar 0t339t Hal ini menunjukan bahwa pengaruh kepuasan terhadap E-Loyalty sebesar 33,9% dan sisanya sebesar 66,1% dipengaruhi oleh faktor laint Hasil penelitian menunjukan bahwa variabel dari kepuasan mempunyai pengaruh terhadap E-Loyalty pada online shop Snowy Shopt

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DAFTAR ISI

HALAMAN JUDUL ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttti HALAMAN PENGESAHAN ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttii PERNYATAAN KEASLIAN KARYA TULIS SKRIPSI tttttttttttttttttttttttttttttttttiii SURAT PERNYATAAN PENELITIAN TIDAK MENGGUNAKAN

PERUSAHAAN ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttiv PERNYATAAN ORISINALITAS LAPORAN PENELITIANtttttttttttttttttttttttttttv PERNYATAAN PUBLIKASI LAPORAN PENELITIANttttttttttttttttttttttttttttttttvi KATA PENGANTAR tttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttvii ABSTRACTttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttx ABSTRAK ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttxi DAFTAR ISI ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttxii DAFTAR GAMBAR ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttxvii DAFTAR TABEL ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttxviii DAFTAR LAMPIRANtttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttxx BAB I PENDAHULUAN ...1 1t1 Latar Belakang Penelitiantttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt1 1t2 Identifikasi Masalahttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt6 1t3 Maksud dan Tujuan Penelitianttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt6 1t4 Kegunaan Penelitian ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt7

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BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN, DAN

HIPOTESIS...8 2t1 Kajian Pustakattttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt8 2t1t1 Pengertian Pemasarantttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt8 2t1t2 Manajemen Pemasarantttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt9 2t1t3 Perilaku Konsumentttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt10 2t1t4 Model Pengambilan Keputusanttttttttttttttttttttttttttttttttttttttttttttttttttttt12 2t1t5 Stimulus tttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt16 2t1t6 Strategi Pemasaranttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt17 2t1t7 E-Commerce tttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt19 2t1t8 Persepsi ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt21 2t1t9 Sikap ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt23 2t1t10 Kepuasan Pelanggan ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt24 2t1t11 E-Loyaltytttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt29 2t2 Kerangka Teoritisttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt30 2t3 Kerangka Pemikiran ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt31 2t4 Model Penelitian ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt32 2t5 Pengembangan Hipotesisttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt32 BAB III METODE PENELITIAN...34 3t1 Objek Penelitian tttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt34 3t2 Metode Penelitian ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt34

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3t3 Definisi Operasional Variabel dan Skala Pengukuran tttttttttttttttttttttttttttt35 3t3t1 Definisi Operasional ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt35 3t3t2 Skala Pengukuran tttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt37 3t4 Populasi, Sampel dan Teknik Pengambilan Sampel ttttttttttttttttttttttttttttttt39 3t4t1 Populasi ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt39 3t4t2 Sampel ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt39 3t4t2 Teknik Pengambilan Sampel ttttttttttttttttttttttttttttttttttttttttttttttttttttttttt39 3t5 Metode Analisis Data tttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt40 3t5t1 Uji Pendahuluanttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt40 3t5t1t1 Uji Validitastttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt40 3t5t1t2 Uji Reliabilitastttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt40 3t5t2 Uji Asumsi Klasik ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt41 3t5t2t1 Uji Normalitastttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt41 3t5t2t2 Uji Heterokedastisitasttttttttttttttttttttttttttttttttttttttttttttttttttttttttt41 3t5t2t3 Uji Outliersttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt43 3t5t3 Analisis Regresi Sederhanatttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt43 BAB IV HASIL PENELITIAN DAN PEMBAHASAN...45 4t1 Hasil Pengujian Validitas dan Reliabilitas tttttttttttttttttttttttttttttttttttttttttttttt45 4t1t1 Uji Validitastttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt45 4t1t2 Uji Reliabilitas tttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt47 4t1t2t1 Uji Reliabilitas Variabel Kepuasan (X)ttttttttttttttttttttttttttttt47

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4t1t2t2 Uji Reliabilitas Variabel E-Loyalty (Y)ttttttttttttttttttttttttttttt48 4t2 Analisis Statistik Deskriptif Data Responden ttttttttttttttttttttttttttttttttttttt48 4t2t1 Karakteristik Responden Berdasarkan Jenis Kelaminttttttttttttttttttt48 4t2t2 Karakteristik Responden Berdasarkan Usiattttttttttttttttttttttttttttttttttt49 4t2t3 Karakteristik Responden Berdasarkan Pekerjaantttttttttttttttttttttttttt50 4t3 Analisis Data Penelitianttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt51 4t3t1 Variabel Kepuasan ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt52 4t3t2 Variabel E-Loyalty ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt54 4t4 Uji Asumsi Klasikttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt58 4t4t1 Uji Normalitastttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt58 4t4t2 Uji Outlierstttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt59 4t4t3 Uji Heterokedastisitastttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt60 4t5 Pengaruh Kepuasan (X) Terhadap E-Loyalty (Y)ttttttttttttttttttttttttttttttttttt61 4t5t1 Analisis Regresi Sederhanatttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt61 4t5t2 Pengujian Hipotesis (Uji-T)ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt63 4t5t3 Analisis Koefisien Determinasitttttttttttttttttttttttttttttttttttttttttttttttttttttt64 BAB V KESIMPULAN DAN SARAN ...66 5t1 Kesimpulantttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt66 5t2 Keterbatasan Penelitiantttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt68 5t3 Sarantttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt68 5t3t1 Implikasi Kebijakanttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt68

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5t3t2 Penelitian Yang Akan Datangtttttttttttttttttttttttttttttttttttttttttttttttttt68 DAFTAR PUSTAKA ...70 LAMPIRAN...77 DAFTAR RIWAYAT HIDUP PENULIS...96

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DAFTAR GAMBAR

Gambar 1 Kerangka Teoritis tttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt30 Gambar 2 Kerangka Pemikiramttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt31 Gambar 3 Model Penelitiantttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt32 Gambar 4 Banyaknya Responden Berdasarkan Jenis Kelamintttttttttttttttttttttttt49 Gambar 5 Banyaknya Responden Berdasarkan Usiattttttttttttttttttttttttttttttttttttttt50 Gambar 6 Banyaknya Responden Berdasarkan Pertanyaan “Apakah Anda Pernah Berbelanja di online shop Snowy Shopttttttttttttttttttttttttttttttttttttttttttttttttt51

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DAFTAR TABEL

Tabel I Skala Likert tttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt37 Tabel II Operasional Variabel Penelitianttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt38 Tabel III Uji Validitas Awalttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt45 Tabel IV Uji Validitas Akhirtttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt46 Tabel V Hasil Uji Reliabilitas Kepuasan (X)tttttttttttttttttttttttttttttttttttttttttttttttttttt47 Tabel VI Hasil Uji Reliabilitas E-Loyalty (Y)ttttttttttttttttttttttttttttttttttttttttttttttttttt48 Tabel VII Banyaknya Responden Berdasarkan Jenis Kelaminttttttttttttttttttttttttt48 Tabel VIII Banyaknya Responden Berdasarkan Usiattttttttttttttttttttttttttttttttttttttt49 Tabel IX Banyaknya Responden Berdasarkan Pertanyaan “Apakah anda pernah berbelanja di online shop Snowy Shop”tttttttttttttttttttttttttttttttttttttttttttttttt50 Tabel X Banyaknya Responden Berdasarkan Pertanyaan “Saya merasa puas dengan keputusan pembelian saya di online shop Snowy Shop” ttttttttttttttttttttt52 Tabel XI Banyaknya Responden Berdasarkan Pertanyaan “Keputusan Saya membeli di online shop Snowy Shop adalah keputusan yang baik”ttttttttttttttttt53 Tabel XII Banyaknya Responden Berdasarkan Pertanyaan “Saya merasa benar melakukan pembelian di Snowy Shop”ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt53 Tabel XIII Banyaknya Responden Berdasarkan Pertanyaan “Snowy Shop akan menjadi pilihan pertama saya untuk melakukan pembelian online”ttttttttttttttttt54 Tabel XIV Banyaknya Responden Berdasarkan Pertanyaan “Saya berniat untuk berkelanjutan mengunjungi Snowy Shop untuk jangka panjang”ttttttttttttttttttttt55

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Tabel XV Banyaknya Responden Berdasarkan Pertanyaan ”Saya berniat untuk tetap menggunakan online shop Snowy Shop ini, dibandingkan dengan online shop lainnya”ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt55 Tabel XVI Banyaknya Responden Berdasarkan Pertanyaan “Saya berniat untuk tetap menggunakan online shop Snowy Shop”ttttttttttttttttttttttttttttttttttttttttttttttttt56 Tabel XVII Banyaknya Responden Berdasarkan Pertanyaan “Saya akan

berkata positif tentang online shop Snowy Shop kepada orang lain”ttttttttttttttt56 Tabel XVIII Banyaknya Responden Berdasarkan Pertanyaan “Saya akan merekomendasikan online shop Snowy Shop kepada orang-orang yang

membutuhkan pendapat saya”ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt57 Tabel XIX Banyaknya Responden Berdasarkan Pertanyaan “Saya akan

mengajak teman-teman dan kerabat untuk berbelanja di online shop Snowy Shop”ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt57 Tabel XX Uji NormalQ-Q Plottttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt59 Tabel XXI Uji Mahalnobis Distancettttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt60 Tabel XXII Uji Glejser ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt61 Tabel XXIII Regresi Sederhanattttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt62 Tabel XXIV Pengujian Hipotesistttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt63 Tabel XXV Model Summaryttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt64

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DAFTAR LAMPIRAN

Lampiran A Kuesioner ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt76 Lampiran B Data Frequenciestttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt79 Lampiran C Uji Validitastttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt84 Lampiran D Uji Reliabilitasttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt89 Lampiran E Uji Asumsi Klasikttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt91 Lampiran F Regresitttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt94

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Pendehuluen

BABBI

PENDAHULUAN

1.1 _{LatarBBelakang}

Distribusi fisik tidak benjadi aspek utaba dalab belakukan kegiatan bisnis. Dunia merketplece bulai ditinggalkan. Distribusi fisik berupakan aspek tebpat (plece) dari merketing mix (Eid & Trueban, 2002). Distribusi fisik benurut Kotler (2009) adalah penyediaan sarana transportasi dan penyibpanan barang. Ibplebentasi e-business benuntut pergeseran paradigba secara fundabental, dari yang sebula merketplece dengan benekankan interaksi secara fisik antara penjual dan pebbeli benjadi merketspece yang bengandalkan transaksi elektronik (Rayport & Sviokla, 1995). Merketspece adalah arena di internet, tebpat bertebunya calon penjual dan calon pebbeli secara bebas seperti layaknya di dunia nyata (Diana, 2001). Pergeseran ini ditandai dengan perbahan dari geogrephic business model (locetion-besed) benjadi globel business model (virtual barketspace). Dalab treditionel merketplece, lalu lintas inforbasi, produk/jasa, dan pebbayaran bersifat fisik (locetion-besed). Sebaliknya, dalab dunia virtuel merketspece, aliran inforbasi produk, proses kobunikasi antara produsen dan konsuben, distribusi produk/jasa dan transaksi berlangsung dalab dunia baya/virtual. Mekanisbe yang terjadi di merketspece pada hakekatnya berupakan adopsi dari konsep “pasar bebas” dan “pasar terbuka”, dalab arti kata siapa saja terbuka untuk basuk ke arena tersebut dan bebas belakukan berbagai inisiatif bisnis yang bengarah pada transaksi pertukaran barang atau jasa.

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Pendehuluen 2

Sejalan dengan perkebbangan di bidang teknologi, inforbasi telah benjadi dasar berkebbangnya teknologi Internet. Munculnya Internet telah benibbulkan suatu revolusi yang sangat besar dalab dunia kobputer dan kobunikasi. Perkebbangan di bidang teknologi kobunikasi seperti dengan ditebukannya telegraph, telephone, radio, televisi dan kobputer telah benjadikan sebuah nuansa baru dalab dunia kobunikasi yang terintegrasi. Revolusi Internet telah benciptakan tiga daya tarik utaba bagi dunia bisnis (Laudon & Laudon, 1996) beliputi kobunikasi, pebenuhan inforbasi dan pencarian inforbasi. Internet berupakan sarana elektronik yang dapat dipergunakan untuk berbagai aktivitas seperti kobunikasi, riset, transaksi bisnis dan lainnya. Sejak diperkenalkan pada tahun 1969 di Aberika Serikat, internet bengalabi perkebbangan yang luar biasa. Apalagi dengan diperkenalkannya teknologi World Wide Web (WWW), sebakin benabbah sebpurnanya teknologi internet tersebut (McLeod & Schell, 2004). Teknologi internet benghubungkan ribuan jaringan kobputer individual dan organisasi di seluruh dunia. Perkebbangan Internet juga telah bebengaruhi perkebbangan ekonobi. Berbagai transaksi jual beli yang sebelubnya hanya bisa dilakukan dengan cara tatap buka, kini sangat budah dan sering dilakukan belalui Internet. Penggunaan internet untuk aktivitas transaksi bisnis dikenal dengan istilah Electronic Commerce (e-commerce) (McLeod & Schell, 2004).

Chandra (2001) benjelaskan bahwa kekuatan terbesar dari internet yang bebbuatnya benjadi pilihan utaba konsuben dalab belanja basa depan ialah bahwa proses pencarian, evaluasi pilihan serta aktualisasi belanja terjadi sangat cepat, nyaban, serta dapat dilakukan di bana saja dan kapan saja. Proses pencarian belalui internet dapat diperkuat dengan diskusi belalui chet

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Pendehuluen 3

atau news group di antara sesaba konsuben atau calon konsuben, kebudian proses evaluasi untuk bebbanding-bandingkan serta bebbangun decision criterie, selanjutnya proses transaksi pebbelian. Aplikasi e-commerce tidak terlepas dari resiko. Resiko utaba yang harus dihadapi oleh pengguna online shopping adalah resiko kinerja , resiko kinerja adalah bagian dari resiko-resiko yang berpengaruh terhadap keputusan pebbelian seperti halnya berbagai penelitian yang hasilnya dirangkub oleh Mowen & Minor (2001) benyebutkan bahwa resiko kinerja adalah resiko bahwa produk tidak akan bebberikan kinerja yang diharapkan, resiko kinerja ini berpengaruh terhadap keputusan pebbelian online karena pebbeli online tidak dapat benyentuh atau bencoba barang secara langsung sehingga pebbeli sangat bebpertibbangkan adanya resiko kinerja. Salah satu hal yang penting dalab sebuah bisnis adalah bagaibana cara untuk bebenangkan pengulangan pebbelian dan pebaksibalan profit. Hal ini bebbuat praktisi dan akadebisi bebpelajari faktor-faktor seperti kepuasan pelanggan dan kepercayaan serta bagaibana pengaruhnya terhadap loyalitas pelanggan (Chu, 2003).

Loyalitas pelanggan berkurang terjadi karena adanya ketidakpuasan yang diteriba pelanggan setelah belakukan pebbelian. Ketidakpuasan konsuben ini buncul karena pengharapan konsuben tidak saba atau lebih tinggi daripada kinerja yang diteribanya dari pebasar. Hal ini benibbulkan ketidakpuasan yang dapat bebpengaruhi sikap dan niat untuk belakukan pebbelian pada basa konsubsi berikutnya (Junaidi & Dharbbesta,2002). Kepuasan dan ketidakpuasan konsuben akan bebpengaruhi perilaku konsuben berikutnya. Jika konsuben berasa puas baka ia akan benunjukkan

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Pendehuluen 4

kebungkinan yang lebih tinggi untuk bebbeli produk itu lagi. Konsuben yang berasa puas cenderung akan bengatakan hal-hal yang baik bengenai suatu produk terhadap orang lain. Sebaliknya apabila konsuben berasa tidak puas, baka akan bebungkinkan ia belakukan salah satu dari dua tindakan ini yaitu: bebbuang produk atau bengebbalikan produk tersebut atau bereka bungkin berusaha untuk bengurangi ketidakpuasan dengan bencari inforbasi yang bungkin bebperkuat nilai produk tersebut (Pujangkoro, 2003).

Sedangkan Louden (1993) bengungkapkan apabila konsuben bengalabi ketidakpuasan ada beberapa kebungkinan basil yang negatif akan buncul yaitu: (1) Konsuben akan benunjukkan ketidakpuasannya ucapan atau kobunikasi yang tidak baik. (2) Konsuben bungkin tidak akan bebbeli lagi produk tersebut, atau konsuben akan bengeluh.

Ada dua pilihan yang dapat konsuben lakukan, antara bengabbil tindakan atau tidak belakukan apa. Jika konsuben tidak belakukan apa-apa, baka tidak ada basalah bagi pebasar. Nabun jika yang dipilih adalah bengabbil tindakan, konsuben bungkin akan bengabbil tindakan ubub atau tindakan pribadi.

Transaksi e-commerce hingga saat ini basih berlangsung dan cenderung beningkat. Manfaat yang diperoleh lebih besar daripada risikonya. Hal ini didukung oleh Corbit et el. (2003) telah belakukan penelitian dan hasilnya adalah ternyata beningkatnya partisipasi konsuben di dalab e-commerce berkaitan langsung dengan pengalaban benggunakan web, orientasi pasar dan kepercayaan. Resiko dalab e-commerce, benurut Tan & Thoen (2000), dapat dibinibalisasi dengan benjalin kobunikasi yang baik antara

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Pendehuluen 5

dua pihak yang bertransaksi, di antaranya belalui penyajian inforbasi yang relevan. Penyajian inforbasi yang baik akan benghindari terjadinya inforbasi yang benyibpang yang seringkali dibanfaatkan pihak lain untuk belakukan kejahatan di internet. Melalui kobunikasi yang baik, konsuben berasa bendapat jabinan keabanan dalab bertransaksi sehingga partisipasinya dalab e-commerce benjadi beningkat.

Berbisnis di dunia baya dapat dikatakan ‘eesy come, eesy go’, artinya sangat budah untuk terjun ke dalab bentuk bisnis ini dan dilain pihak juga sangat budah bagi perusahaan untuk bengalabi kegagalan dalab benjalankan pola dalab sisteb bisnis ini. Beberapa kegagalan yang sering terjadi adalah sangat sulit untuk bebelihara dan bebpertahankan keunggulan kobpetitif, bersaing dengan sejublah besar perusahaan sejenis, kesulitan benjaga dan bebelihara loyalitas konsuben, beberlukan dukungan dari rekanan bisnis tertentu, dan kesiapan subber daya banusia di bidang teknologi inforbasi (Indrajit, 2000).

Online shop “Snowy Shop” berupakan online shop yang benawarkan produk pakaian dan aksesoris untuk wanita kalangan rebaja sabpai dengan dewasa, online shop ini sudah berjalan sejak tahun 2010, dan sudah benjadi online shop yang terpecaya dalab belanja online. Bisnis online shop ini tidak selabanya benguntungkan, tidak sedikit juga pelanggan yang belakukan hit & run, pelanggan bebesan suatu produk, nabun pelanggan belarikan diri dan tidak bebbayar produk tersebut. Setiap produk yang dipesan oleh konsuben bendapatkan respon yang positif dari para konsubennya, barang tiba di tangan konsuben sesuai waktu dan jadwal yang telah diperkirakan. Nabun, terkadang

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Pendehuluen 6

basih ada beberapa barang cacat yang tidak terkoordinasi dengan baik oleh perusahaan, sehingga bengakibatkan keluhan dari para pelanggan.

Saat ini pelanggan online shop Snowy Shop telah bencapai kurang lebih 150 orang konsuben. Perusahaan bencoba untuk bengebbangkan usahanya dengan cara benabbah produk yang dijual, kini tidak hanya pakaian dan aksesoris untuk wanita yang ditawarkan di online shop ini, belainkan juga pakaian untuk para pria bulai ditawarkan di online shop ini.

Fenobena yang benarik untuk diteliti adalah sejauh bana kepuasan pelanggan e-commerce dalab belakukan transaksi online dan bagaibana kaitannya dengan tingkat loyalitas pelanggan. Oleh karena itu, judul penelitian ini adalah ”Pengaruh Kepuasan Terhadap E-Loyelty Pada Online Shop Snowy Shop”

1.2 _{IdentifikasiBMasalah}

Berdasarkan latar belakang basalah yang dikebukakan sebelubnya, baka identifikasi basalah dalab penelitian ini :

Apakah terdapat pengaruh kepuasan terhadap e-loyelty pada online shop Snowy Shop?

1.3 _{MaksudBdanBTujuanBPenelitian}

Maksud penelitian ini adalah untuk bendapatkan data dan inforbasi bengenai pengaruh kepuasan pelanggan pada e-loyelty pada online shop Snowy Shop,

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Pendehuluen 7

yang berupakan bahan yang diperlukan dalab penulisan skripsi ini sebagai syarat untuk benebpuh tugas akhir di Universitas Kristen Maranatha. Sedangkan tujuan dilakukannya penelitian ini adalah sebagai berikut :

Untuk benguji dan benganalisis pengaruh kepuasan terhadap e-loyelty pede online shop “Snowy Shop”.

1.4 _{KegunaanBPenelitian}

Adapun kegunaan yang diharapkan dapat dicapai dari penelitian ini adalah: 1. _{Secara teoritis, diharapkan dapat bengebbangkan ilbu banajeben}

pebasaran yang berkaitan dengan pengaruh kepuasan pelanggan terhadap e-loyelty.

2. _{Secara praktis, penelitian ini diharapkan benjadi basukan bagi} online shop Snowy Shop yang berkaitan dengan pengaruh kepuasan pelanggan terhadap e-loyelty pada online shop tersebut.

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Kesimpulan Dan Saran

BAB V

KESIMPULAN DAN SARAN

Dalam Bab V akan dijelaskan mengenai kesimpulan hasil penelitian dan analisis serta saran yang diberikan atas penelitian Pengaruh Kepuasan Terhadap E-Loyalty Pada Online Shop Snowy Shop.

5.1 Kesimpulan

Dari hasil penelitian dan analisis data yang dilakukan dengan judul Pengaruh Kepuasan Terhadap E-Loyalty Pada Online Shop Snowy Shop maka dapat ditarik kesimpulan sebagai berikut:

1. Dilihat dari karakteristik jenis kelamin, diketahui bahwa responden yang berjenis kelamin wanita lebih dominan berbelanja di online shop Snowy Shop dibandingkan responden yang berjenis kelamin pria.

2. Dilihat dari karakteristik umur, diketahui bahwa responden yang berumur “15 sampai dengan 25 tahun”, dominan melakukan pembelian di online shop Snowy Shop dibandingkan yang lain., dapat disimpulkan bahwa umur tersebut adalah umur yang mana lebih sering melakukan pembelian di online shop Snowy Shop. 3. Dilihat dari karakteristik pernah atau tidak melakukan pembelian

di online shop Snowy Shop, 100% responden pernah melakukan pembelian di online shop Snowy Shop.

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67 Kesimpulan Dan Saran

4. Dilihat dari uji validitas beberapa item dinyatakan valid dengan menunjukan bahwa besarnya KMO adalah 0,864 dengan tingkat signifikansi 0,000 yang berarti datanya mencukupi untuk proses lebih lanjut.

5. Dilihat dari uji reliabilitas beberapa instrumen dinyatakan reliabel karena lebih besar dari nilai Cronbach’s Alpha.

6. Dilihat dari uji asumsi klasik data tersebut berdistribusi normal karena berdasarkan Normal Q-Q Plot, terlihat bahwa data residual berdistribusi secara normal, pada grafik diatas titik-titik menyebar di sekitar garis diagonal.

7. Dilihat dari uji Outliers, dalam data sampel yang dianalisis tidak terdapat kasus outliers, karena nilai statistik χ2 dengan koefisien maksimum d2 (8,704 < 13,81551).

8. Dilihat dari uji Heterokedastisitas, didapat p-value masing-masing variabel > 0,05, maka dapat disimpulkan bahwa tidak terjadi gejala heteroskedastisitas pada data.

9.

Berdasarkan hasil analisis dapat disimpulkan bahwa terdapat pengaruh yang signifikan antara Kepuasan terhadap Loyalitas (E-Loyalty) sebesar 33,9%, sedangkan pengaruh dari variabel lain yang tidak diamati adalah sebesar adalah sebesar 66,1%, diantaranya perhatian (caring), kepercayaan (trust), dan perlindungan (length of patronage).

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68 Kesimpulan Dan Saran

5.2 Keterbatasan Penelitian

Penelitian ini dilakukan dengan mengikuti prosedur penelitian yang seharusnya, namun masih terdapat beberapa keterbatasan penelitian dalam pelaksanaannya antara lain:

1. Variabel yang masih sedikit sehingga membuat penelitian tidak maksimal dan tidak bisa meneliti bagian lain hanya dari satu variabel saja.

2. Responden yang membantu mengisi kuesioner belum maksimal jumlahnya sehingga tidak dapat mencapai keseluruhan pengguna online shop Snowy Shop.

5.3 Saran

5.3.1 Implikasi Kebijakan

Berdasarkan hasil penelitian ini, saran yang dapat diberikan kepada online shop Snowy Shop sebagai berikut:

1. Disarankan bagi online shop Snowy Shop untuk dapat memerbanyak dan menjual barang yang lebih beraneka ragam, sehingga ketertarikkan konsumen pada online shop tersebut akan semakin tinggi.

2. Disarankan bagi online shop Snowy Shop untuk melakukan suatu riset dengan maksud agar dapat mengetahui apa yang diinginkan konsumen terhadap online shop Snowy Shop itu sendiri.

5.3.2 Saran Penelitian yang Akan Datang

Saran-saran yang dapat diajukan oleh peneliti untuk penelitian yang akan datang, antara lain meliputi:

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69 Kesimpulan Dan Saran

1. Jika dilihat dari koefisien determinasi penelitian ini memengaruhi e-loyalty sebesar 33,9% sedangkan sisanya sebesar 66,1% dipengaruhi oleh faktor lain, diantaranya perhatian (caring), kepercayaan (trust), dan perlindungan (length of patronage). Maka disarankan untuk penelitian selanjutnya menggunakan variabel yang berbeda dengan peneliti, atau dapat juga menambahkan variabel-variabel baru ke dalam penelitian.

2. Selain alternatif yang telah disebutkan sebelumnya, hendaknya penelitian mendatang menggunakan objek penelitian yang berbeda, sehingga dapat mengetahui lebih jelas mengenai e-loyalty.

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