Analisis Convenience, Trust dan Subjective Norm terhadap Customer Satisfaction yang Dimediasi oleh User Behavior Belanja Online
DOI:
https://doi.org/10.32528/jmbi.v9i1.164Keywords:
customer satisfaction, user behavior, convenience, trust, subjective normAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh convenience, trust, dan subjective norm terhadap kepuasan pelanggan yang dimediasi oleh user behavior belanja online. Metode pendekatan yang digunakan adalah sampling melalui penyebaran kuesioner. Penelitian dilakukan terhadap 201 responden secara purposive sampling, dan dianalisis dengan menggunakan metode SEM (Structural Equation Modelling). Program yang digunakan dalam SEM ini adalah AMOS (analisis struktur momen). Makalah ini secara empiris menunjukkan bahwa ada pengaruh yang signifikan dari trust dan subjective norm terhadap user behavior belanja online. Hasil penelitian ini menunjukkan bahwa convenience tidak berpengaruh positif terhadap user behavior. User behavior memiliki efek positif pada customer satisfaction. Convenience tidak berpengaruh positif terhadap customer satisfaction dimediasi oleh user behavior, trust berpengaruh positif terhadap customer satisfaction dimediasi oleh user behavior, subjective norm berpengaruh positif terhadap customer satisfaction dimediasi oleh user behavior. Disarankan kepada pengelola untuk memastikan kualitas produk dan membuat program taktis untuk kepuasan pelanggan belanja online.
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