Faktor-Faktor yang Memengaruhi Pengalaman dan Kepuasan Pelanggan Perkotaan dalam Pembelian Melalui M-commerce

Margaretha Pink Berlianto

Abstract


Penelitian ini bertujuan untuk menginvestigasi faktor-faktor yang memengaruhi pengalaman dan kepuasan pelanggan perkotaan pada pembelanjaan melalui perangkat mobile (m-commerce). Penelitian ini mengambil populasi dari pelanggan Shopee yang bertempat tinggal di Jakarta dan pernah melakukan pembelian melalui aplikasi mobile Shopee di telepon genggam atau  tablet. Data diambil dari 188 responden. PLS SEM digunakan untuk menganalisis data dan menguji hipotesis penelitian. Hasil penelitian ini adalah kualitas layanan berpengaruh positif terhadap pengalaman dan kepuasan pelanggan, perceived risk berpengaruh negatif terhadap kepuasan pelanggan dan pengalaman pelanggan berpengaruh positif terhadap kepuasan pelanggan. Implikasi praktis dari penelitian ini adalah pelaku bisnis m-commerce harus dapat meningkatkan kualitas layanannya, mengurangi perceived risk dari m-commerce yang mereka kelola, dan juga meningkatkan pengalaman pelanggan untuk membuat pelanggan mereka puas.


Keywords


urban lifestyle, experience, satisfaction, service quality, perceived risk

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DOI: https://doi.org/10.36262/widyakala.v7i2.347

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