Membangun Kepercayaan Online Dan Retensi Pelanggan Dalam Belanja Online

Luvia Puterima; Sumar Sumar

doi:10.33557/mbia.v22i3.2713

Luvia Puterima Universitas Bangka Belitung
Sumar Sumar Universitas Bangka Belitung

DOI: https://doi.org/10.33557/mbia.v22i3.2713

Keywords: Customer Involvement, Customer Retention, Reliability, The Design of The Website, Perceived Simplicity of Use

Abstract

This study intends to investigate the motivational variables contributing to online trust and customer retention in online purchasing, such as the website's design, reliability and perceived simplicity of use. This study analyzed the website's design, reliability, and perceived simplicity of use in online purchasing by collecting data from 197 e-commerce website users applying the deductive approach, quantitative analytical, and purposive sampling methodologies. The research population is users of e-commerce sites in Pangkalpinang City, Bangka Belitung. This research uses Partial least squares structural equation modelling (PLS-SEM) for data analysis via Smart-PLS software. The research's results offer some interesting new information, showing that website reliability is an essential determinant of online trust, followed by perceived simplicity of use. Customer retention, reliability, and perceived simplicity of use have been shown to have substantial mediating effects on online trust. In online purchasing, future study is advised to estimate the motivational variables that have online participation with the value of collaboration and collaborative creation experience in online purchasing.

Keywords: Customer Involvement, Customer Retention, Reliability, The Design of The Website, Perceived Simplicity of Use

Abstrak

Penelitian ini bermaksud untuk menyelidiki variabel motivasi yang berkontribusi terhadap kepercayaan online dan retensi pelanggan dalam belanja online, seperti desain situs web, reliabilitas, dan persepsi kemudahan penggunaan. Penelitian ini menganalisis desain situs web, reliabilitas, dan persepsi kemudahan penggunaan dalam belanja online dengan mengumpulkan data dari 197 pelanggan di situs web e-commerce menggunakan pendekatan deduktif, metode kuantitatif dan teknik purposive sampling. Populasi penelitian adalah para pengguna situs e-commerce di Kota Pangkalpinang, Bangka Belitung. Penelitian ini menggunakan Partial least square structural equation modeling (PLS-SEM) untuk analisis data melalui perangkat lunak Smart-PLS. Hasil dari penelitian ini menunjukkan bahwa reliabilitas situs web adalah prediktor kepercayaan online yang paling penting, diikuti dengan persepsi kemudahan penggunaan. Retensi pelanggan, reliabilitas, dan persepsi kemudahan penggunaan juga ditemukan memiliki efek mediasi yang besar terhadap kepercayaan online. Dalam konteks belanja online, penelitian selanjutnya disarankan untuk memperkirakan variabel motivasi yang memiliki keterkaitan secara online dengan nilai kreasi bersama dan pengalaman kreasi bersama dalam belanja online.

Kata Kunci: Keterlibatan Pelanggan, Retensi Pelanggan, Reliabilitas, Desain Situs Web, Persepsi Kemudahan Penggunaan

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