Peran Mediasi Kepercayaan Pelanggan Di E-Commerce: Kepuasan Pembayaran, Kepuasan Setelah Pengiriman Dan Sikap Pelanggan
Keywords:
kepuasan pembayaran, kepuasan setelah pengiriman barang, kepercayaan pelanggan, sikap pelangganAbstract
Penelitian ini bertujuan untuk menguji peran kepercayaan pelanggan sebagai variabel mediasi dalam hubungan antara kepuasan pembayaran (checkout satisfaction) dan kepuasan setelah pengiriman (after delivery satisfaction) terhadap sikap pelanggan di platform e-commerce Tokopedia. Menggunakan metode kuantitatif dengan pendekatan Structural Equation Modeling (SEM), data dikumpulkan dari 131 responden yang telah melakukan transaksi di Tokopedia. Hasil penelitian menunjukkan bahwa kepuasan pembayaran dan kepuasan setelah pengiriman memiliki pengaruh positif dan signifikan terhadap kepercayaan pelanggan. Namun, kepuasan dalam kedua aspek tersebut tidak langsung memengaruhi sikap pelanggan, melainkan melalui kepercayaan sebagai variabel mediasi. Selain itu, kepercayaan pelanggan terbukti memiliki pengaruh positif yang signifikan terhadap sikap pelanggan. Temuan ini menegaskan bahwa kepercayaan adalah faktor kunci dalam membentuk sikap pelanggan terhadap e-commerce. Implikasi manajerial dari penelitian ini menyoroti pentingnya penyediaan sistem pembayaran yang aman dan efisien serta peningkatan layanan pengiriman untuk membangun kepercayaan pelanggan. Dari sisi teoritis, penelitian ini berkontribusi dalam memperkuat literatur mengenai peran kepercayaan sebagai mediator dalam hubungan antara kepuasan pelanggan dan sikap mereka terhadap platform digital. Studi ini juga memberikan wawasan bagi penelitian selanjutnya untuk mengeksplorasi faktor lain, seperti pengalaman pelanggan secara menyeluruh dan moderasi loyalitas dalam transaksi e-commerce.
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