Analisis E-Servqual dan Etika Perilaku Penjual Terhadap E-Satisfaction Shopee

Enjang Suherman, Suroso Suroso, Neni Sumarni

Abstract


Tingkat penggunaan marketplace semakin meningkat, salah satu yang terkenal di Indonesia adalah Shopee. Penyedia layanan marketplace selalu memperhatikan kualitas pelayanan elektronik yang dapat meningkatkan kepuasan konsumen elektronik. Kemudian etika perilaku penjual diperlukan sebagai upaya untuk meningkatkan kepuasan konsumen elektronik. Tujuan dari penelitian ini untuk mengetahui E-Servqual dan etika perilaku penjual secara parsial dan simultan mempengaruhi kepuasan konsumen elektronik. Metode penelitian ini dengan kuantitatif. Ukuran populasinya adalah 1.729 mahasiswa secara purposive sampling. Maka sampelnya adalah 292 berdasarkan tabel Isaac dan Michael pada taraf 5%. Sedangkan analisis yang digunakan adalah regresi linier berganda dengan data angket skala likert. Hasil penelitian menunjukan bahwa E-Servqual memilki kriteria baik dan sangat baik. Etika perilaku penjual memilki kriteria baik dan sangat baik. E-Customers Satisfaction memiliki kriteria puas dan sangat puas. Kemudian E-Servqual dan etika perilaku penjual berpengaruh signifikan terhadap E-Satisfaction secara parsial dan simultan..

The level of marketplace usage is increasing, One of the most popular marketplaces in Indonesia is Shopee. marketplace service providers always pay attention to e-Service quality which increases e-customers satisfaction. Then ethical sales behavior is needed which is an effort to increase E-Customers Satisfaction. The Purpose of this Research is to know E-Servqual and ethical sales behavior that partially and Simultaneously affects E-Customers Satisfaction. This research method with quantitative. The population size is 1,720 students In Sampling Purposive. Then the sample was 292 based on Isaac and Michael's table at the 5% level. While the analysis used is multiple linear regression with Likert scale questionnaire data. The results show that E-Servqual has good and very good criteria. Ethical Sales Behavior has good and very good Criteria. E-Customers Satisfaction has satisfied and very satisfied criteria. Then E-Servqual and Ethical Sales Behavior affect significantly E-satisfaction partially and Simultaneously.  

 


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DOI: https://doi.org/10.31294/widyacipta.v6i2.12783

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