An Empirical Research of Factors Affecting Customer Satisfaction: A Case of the Indonesian E-Commerce Industry

Nicholas Wilson, Regina Christella

Abstract


The purpose of this study is to analyze the effect of website design, reliability, time saved, product variety, and delivery performance towards customer satisfaction in the Indonesian e-commerce industry. The instrument for collecting the data is using the questionnaire. The number of samples that obtained in this study is 200 samples, in which, 15 of them should be omitted since those questionnaires weren’t filled properly, resulted in a total of 185 samples being deemed usable and used for this study. The data were analyzed using PLS-SEM Method. The results of this study found reliability, time saved, product variety, and delivery performance has positive and significant effect toward customer satisfaction, in which product variety has the highest effect toward customer satisfaction among the other variables. However, this study also found out that there is no significant effect between website design and customer satisfaction. This study further suggests that company specializing in the e-commerce industry should always enhance their product and services to their customer, in which customers will be satisfied, thus increasing their likeliness to repeat their purchasing experience on the company in the future.

Bahasa Indonesia Asbtrak: Penelitian ini dilakukan guna mengetahui secara mendalam pengaruh desain website,keandalan, penghematan waktu, variasi produk, dan kinerja pengiriman terhadap kepuasan pelanggan pada industri e-commerce di Indonesia. Penelitian ini menggunakan metode survei, dimana, kuesioner digunakan sebagai instrumen untuk mengumpulkan data. Sebanyak 200 responden berpartisipasi pada penelitian ini, dimana, 15 kuesioner harus dibuang karena pengisian yang tidak lengkap. Dengan demikian, sebanyak 185 data yang valid dan reliabel digunakan untuk selanjutnya digunakan dan diproses pada penelitian ini. Seluruh data diolah dengan menggunakan metode partial least squares-structural equation modelling (PLS-SEM). Berdasarkan hasil pengolahan data, diperoleh hasil bahwa reliability, time saved, product variety, and delivery performance memiliki pengaruh yang positif dan signifikan terhadap kepuasan pelanggan, dimana, variabel product variety memiliki pengaruh yang paling besar terhadap kepuasan pelanggan dibandingkan dengan beberapa variabel yang lain. Sementara itu, hasil pengolahan data pada penelitian ini juga menemukan bahwa website design tidak memiliki pengaruh yang signifikan terhadap kepuasan pelanggan. Berdasarkan hasil ini, maka peneliti ingin merekomendasikan kepada seluruh perusahaan Indoesia yangn bergerak di bidang e-commerce untuk dapat terus meningkatkan performa perusahaan berkaitan dengan kualitas produk dan jasanya kepada pelanggan, dengan harapan bahwa hal ini dapat meningkatkan kepuasan pelanggan serta meningkatkan intensi pelanggan untuk dapat mengulangi aktivitas pembelian terhadap perusahaan tersebut di masa mendatang.


Keywords


electronic commerce; satisfaction; website design; reliability; time saved; product variety; delivery performance



DOI: http://dx.doi.org/10.19166/derema.v14i1.1108

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References


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