Date: 13-11-2018 Digital Publication Services : OSREL | JABM | JAM | ABMR | ABMCS

PENGARUH WEBSITE QUALITY DAN KEPERCAYAAN WEBSITE TERHADAP LOYALITAS KONSUMEN MELALUI PERSEPSI KONSUMEN SEBAGAI VARIABEL INTERVENING PADA SHOPEE

Detail
Author Ayu Krisna Dewanti
Category Manajemen Pemasaran

Abstract

In online shop, website are important things that must be considered. The quality of the website (website quality) is one of the factors that can cause trust then will produce online shop customerloyalty. A high level of trust in a website (website quality) can change satisfied customers into loyal customers. One of benchmark in business success is how consumer perception can increase trust in a product so they want to buy the product. If the perception is high, consumer will be interested then buy it. To create a right perception for consumer, the company should pay attention to the quality of the product or service offered continuously, because people will tend to remember information that supports their views and beliefs to buy the product. The purpose of this research is : (1) to analyze the effect of Website Quality and Website Trust on Consumer Perception. (2) To analyze the effect of Website Quality and Website Trust on Customer Loyalty directly. (3) To analyze the effect of Website Quality and Website Trust on consumer loyalty indirectly through Consumer Perception. (4) To analyze the effect of Consumer Perception on Consumer Loyalty. The population in this study were students of STIE Malangçewara Malang in 2014 as many as 505 people who had or were doing online shop transactions. The number of samples in this study was 83 respondents. The sampling technique is quota sampling technique. This research uses classical assumption test analysis, inferential statistical analysis, and descriptive statistical analysis. The results of inferential statistical analysis: (1) Website Quality (X1) and Website Trust (X2) have a significant effect on Consumer Perception (Z). (2) There is a significant effect of Website Quality (X1) and Website Trust (X2) on Consumer Loyalty (Y) directly. (3) There is a significant effect of Website Quality (X1) and Website Trust (X2) on Consumer Loyalty (Y) indirectly through Consumer Perception (Z). (4) There is a significant effect of Consumer Perception (Z) on Consumer Loyalty (Y). (5) Total effect from the effect of Website Quality (X1) on Consumer Loyalty (Y) is equal to (0.218 + 0.149) = 0.367. (5) Total effect from the effect of Website Trust (X2) on Consumer Loyalty (Y) is equal to (0.379 + 0.078) = 0.457. (6) Total effect from the effect of Website Quality (X1) on Consumer Loyalty (Y) and Website Trust (X2) on Consumer Loyalty (Y) is 0.367 + 0.457 = 0.824.