PENGARUH E-SERVICESCAPE DAN E-SERVICE QUALITY TERHADAP E-SATISFACION PADA TOKOPEDIA (Studi pada Pengguna Aplikasi Tokopedia di Kota Semarang)

Abstract

Abstract: The rapid growth of the marketplace has led to intense competition between marketplaces in Indonesia. Marketplace business competition is getting tougher, making customer satisfaction one of the important factors for the company. Tokopedia is one of the local marketplaces that has managed to reach the market in Indonesia. The company tries to increase consumer satisfaction through e-servicescape packaging and e-service quality. This study aims to determine the effect of e-servicescape and e-service quality on e-satisfaction of Tokopedia application users in Semarang City. The type of research used is explanatory research. Whereas the sampling technique used non probability sampling method and purposive sampling. The sample of this study used 100 respondents who were users of Tokopedia Application in Semarang City. Data collection technique is using Google Form. This study uses the analysis of the validity test, reliability test, correlation coefficient, determination coefficient, simple linear regression, multiple linear regression, t test and f test, with the help of the SPSS software version 24. The results of this study indicate that there is an effect of e-servicescape on e-satisfcation, there is an effect of e-service quality on e-satisfaction, and there is an influence between e-servicescape and e-service quality on e-satisfaction for Tokopedia application users.

Keywords: e-servicescape, e-service quality, e-satisfaction

Abstrak: Pertumbuhan marketplace yang semakin cepat, menyebabkan adanya persaingan yang ketat antar marketplace pula di Indonesia. Persaingan bisnis marketplace yang semakin ketat, menjadikan kepuasan konsumen sebagai salah satu faktor penting bagi perusahaan. Tokopedia adalah salah satu marketplace lokal yang berhasil menjangkau pasar di Indonesia. Perusahaan mencoba meningkatkan rasa kepuasan konsumen melalui pengemasan e-servicescape dan e-service quality. Penelitian ini bertujuan untuk mengetahui pengaruh e-servicescape dan e-service quality terhadap e-satisfaction pada pengguna aplikasi Tokopedia. Tipe penelitian yang digunakan adalah explanatory research. Sedangkan teknik pengambilan sampel yang digunakan adalah metode non probability sampling dan purposive sample. Penelitian ini menggunakan 100 responden yang merupakan pengguna aplikasi Tokopedia di Kota Semarang. Pengumpulan data dilakukan secara online dengan menggunakan google form. Penelitian ini menggunakan analisis uji validitas, reliabilitas, koefisien korelasi, koefisien determinasi, regresi linear sederhana, regresi linear berganda, uji t, dan uji F dengan bantuan software SPSS versi 24. Hasil penelitian menunjukkan bahwa terdapat pengaruh e-servicescape terhadap e-satisfaction, terdapat pengaruh e-service quality terhadap e-satisfaction, dan terdapat pengaruh antara e-servicescape dan e-service quality terhadap e-satisfaction pengguna aplikasi Tokopedia.

Kata Kunci  e-servicescape, e-service quality, e-satisfaction