Pengaruh Website Aesthetics, Perceived Benefit, dan E-Satisfaction terhadap E-Trust pada Pengguna Blibli di Kota Semarang

Abstract

This study aims to analyze and examine the effects of website aesthetics and perceived benefit
on e-satisfaction and e-trust of Blibli users in Semarang City. Along with the rapid growth
of the e-commerce industry, understanding the factors that influence customer satisfaction
and trust has become increasingly important for companies to maintain competitiveness.
Website aesthetics and perceived benefit are considered key factors in shaping user
experience, which may subsequently influence users’ satisfaction and trust. This research
employs a quantitative approach using a survey method. The sample consists of 240 Blibli
users in Semarang City selected through purposive sampling. Data were collected using a
structured questionnaire and analyzed using Structural Equation Modeling (SEM) with
AMOS version 24 to examine the relationships among the variables in the research model.
The results indicate that website aesthetics has a positive and significant effect on both e
satisfaction and e-trust. Perceived benefit is found to have a positive and significant effect
on e-satisfaction but does not significantly affect e-trust. Furthermore, e-satisfaction has a
positive and significant effect on e-trust. These findings suggest that user satisfaction plays
a crucial role in building trust in e-commerce platforms and highlight the importance of
website aesthetics and perceived benefits in enhancing user experience.