THE INFLUENCE OF ELECTRONIC COMMERCE WEBSITE ON CUSTOMER SATISFACTION AND LOYALTY IN INDONESIA

• Main Author: Alif Randih - 29116041, Ghazza
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27499
• Institution: Institut Teknologi Bandung

Online shopping has become new trend in Indonesia. Instead of going to a marketplace, ecommerce <br /> <br /> can bring the process of buying and selling to the user’s home. The ease of e-commerce <br /> <br /> offered makes e-commerce business in Indonesia grows more and more. Indonesian e-commerce <br /> <br /> industry in the last ten years grew about 17% with a total of e-commerce business reaching 26.2 <br /> <br /> million units. With so much competition in this e-commerce business, every company will <br /> <br /> compete to find ways to satisfy their customer. Start from maintaining their delivery service, make <br /> <br /> a promotion, and especially developing a better e-commerce website. <br /> <br /> Therefore, this research aims to find the component of e-commerce website that can influence <br /> <br /> customer satisfaction and customer loyalty in e-commerce business among Y generation in <br /> <br /> Indonesia. The sampling for this research is 207 responses in Bandung, Indonesia and collected <br /> <br /> for two months start from December 2017. All the data gained were analyzed by various statistical <br /> <br /> methods in Statistical Package for the Social Science (SPSS). The main data analysis is done <br /> <br /> using Multiple Regression Test Analysis method. This method was used to determine direction <br /> <br /> between each variable relation. <br /> <br /> This research found time efficiency variable is has the biggest positive and significant influence <br /> <br /> on customer satisfaction, followed by interactivity variable, and ease to use variable. For visual <br /> <br /> variable, there are positive influence on customer satisfaction but insignificant way. It also found <br /> <br /> customer satisfaction has very positive and significant influence towards e-commerce customer <br /> <br /> loyalty. Findings in this research can help e-commerce companies to improve their e-commerce <br /> <br /> website.