PENGARUH E-TRUST DAN E-SATISFACTION TERHADAP E-LOYALTY PADA PENGGUNA BUKALAPAK DI KOTA SEMARANG

Abstract

Bukalapak is one of the e-commerce companies in Indonesia. However, in its development, the Bukalapak application competes with other e-commerce platforms. Based on the years 2020-2022, several consumer complaints were received through the Indonesian Consumer Institution Foundation. Additionally, many negative reviews were given by Bukalapak users on Google Play. The factors suspected to affect e-loyalty are e-trust and e-satisfaction. This study aims to determine the influence of e-trust and e-satisfaction on e-loyalty towards the Bukalapak application in the city of Semarang. The type of research conducted is explanatory research. The sample used consists of 100 respondents, using nonprobability sampling techniques for sampling. The analysis carried out in this research includes validity testing, reliability testing, classical assumption testing, correlation coefficient, determination coefficient, simple and multiple regression, as well as the significance testing using t-test and F-test with the assistance of IBM SPSS version 26 program. The results of this study indicate that the variables of e-trust and e-satisfaction have an influence on the e-loyalty towards the Bukalapak application. Based on these findings, it is recommended that Bukalapak directs users towards e-wallet payments rather than credit cards, offers attractive deals to users, and introduces more of its available services.