FAKTOR-FAKTOR PENYEBAB LOYALITAS BELANJA ONLINE DI LAZADA
DOI:
https://doi.org/10.36085/pbc.v1i1.3187Abstract
This study aimed to determine the effect of price, product review, convenience and security toward consumers’ loyalty online shopping at Lazada. The population of this study were residents of the panoramic village, which amounted to 100 people. The sample of this study was taken by using the purposive sampling techniques. The data was collected by using questionnaire. The data was analyzed by using a test instrument(test validity and reliability), analysis of classical assumptions (normality, multicollinearity, and heteroscedasticity), multiple linear regression, t test and f test. Based on the results of multiple linear regression, the regression equation form Y = 3.698 -0.568 (X_1) + 0.242 (X2) + 0.724 (X3) + 0.489 (X4). Which means if the variable price (Xl), product reviews (X2), convenience (X3), security (X4) consumers’ loyalty (Y) are equal to zero, then the variable consumer loyalty will remain at 3.698. The results of the analysis of the coefficient of determination obtained a value of 0.582 or 58.2% which means that together the variables of price, product reviews, convenience and security give effect toward consumers’ loyalty, while the remaining 0.418 or 41.8% is influenced by other variables that are not included. in the research model. The results of the t-test for the price variable show the value (X2) t_hit>t_(α/2) (5.227 > 1.984) and (sig = 0.000 < 0.050). It states that the price has a negative effect toward consumers’ loyalty (Y). The review variable product (X2) shows the value of t_hit> t_(α/2) (2.045 > 1.984) and (sig = 0.044 < 0.050). It states that there is an effect of Product Reviews on Consumers’ Loyalty (Y), the convenience variable (X3) shows the value of t_hit>t_(α/2) (7.280 > 1.984) and (sig = 0.000 < 0.050). It states that there is an effect of convenience on consumer loyalty (Y), the security variable (X4) shows the value of t_hit>t_(α /2) (4.228 > 1.984) and (sig = 0.000 < 0.050). It states that there is an influence of convenience on consumer loyalty (Y). So H5 is accepted meaning price (X1), product reviews (X2), convenience (X3) and security (X2) have a positive and significant effect on consumers’ loyalty (Y) online shopping at Lazada.
Â
Keywords : Product Review, Convenience, Security, Consumers’ Loyalty.
References
Adityo, Benito. 2011. Analisis Pengaruh Kepercayaan, Kemudahan dan Kualitas Informasi Terhadap Keputusan Pembelian Secara Online di Situs Kaskus. Skripsi.Semarang: Program Sarjana Fakultas Ekonomi Universitas Diponegoro.
Ahmad, B. 2014. Pengaruh Persepsi Manfaat PersepsiKemudahan Keamanan dan Ketersediaan Fitur Terhadap Minat UlangNasabah dalam MenggunakanInternet Banking Studi pada ProgramLayanan I-Banking BRI. Jurnal Studi Manajemen, Vol.8, No. 1, April2014.
Aladwani, A., & Palvia, P. (2002).Developing and Validating an Instrumentfor Measuring User Perceived Web Quality. Information andManagement, 39(6), 467-476.
Alastair M. (2010). Hospitality & Travel Marketing.Usa : Delmar Cengange Learning.
Annisa, N. A., dan L. Kurniasih. 2012. Pengaruh Corporate Governance Terhadap TaxAvoidance. Jurnal Akuntansi & Auditing, Volume 8, No. 2,95-189.
Aryandi, J., & Onsardi, O. (2020). Pengaruh Kualitas Pelayanan Dan Lokasi Terhadap Keputusan Pembelian Konsumen Pada Cafe Wareg Bengkulu. Jurnal Manajemen Modal Insani Dan Bisnis (Jmmib), 1(1), 117-127.
Assael, 2010 Consumer Behavior and Marketing Action.Fifth Edition. Cincinnati
Ohio: South-Western College Publishing.
Basu Swastha dan Irawan. 2003. “Manajemen Pemasaran Modernâ€. (Edisikedua).Cetakan kesebelas.Yogyakarta: LibertyOffset.
Chevalier, J.A. & Mayzlin, D. (2006).The Effect of Word of Mouth on Sales:Online Book Reviews. Journal of Marketing Research, Vol.43 No.3, pp.345-354.
Fandy, Tjiptono, 2000. Manajemen Jasa, Edisi Kedua. Andy offset, Yogyakarta
Fiske, John.2012. Pengantar Ilmu Komunikasi, Jakarta : PT Rajagrafindo Persada
Griffin, Jill. 2009. Customer Loyalty: How to Learn It, How to Keep It. Jakarta.Erlangga.
Hurriyati, Ratih. (2010). Bauran Pemasaran dan Loyalitas Konsumen. Bandung:ALFABETHA.
Kotler, dan Keller.(2012). Manajemen Pemasaran.Edisi 12. Jakarta: Erlangga Maulina Hardiyanti, 2012, “Kepercayaan Pada Penjual dan Persepsi Akan Risiko Pada KeputusanPembelian Melalui Internet (Online)â€, Skripsi.
Kotler, Philip; Armstrong, Garry, 2008.Prinsip-prinsip Pemasaran,Jilid 1,Erlangga, Jakarta
Malik, Muhammad., et al. (2013), “Impact of Brand Image and Advertisement on Consumer Buying Behaviorâ€.World Applied Sciences Journal.VolumeIssue 1.
Munandar, J. A., & Onsardi, O. (2021). Faktor-Faktor Yang Mempengaruhi Minat Nasabah Menabung Di Bank Sumsel Babel Kcp Tanjung Sakti. (Jems) Jurnal Entrepreneur Dan Manajemen Sains, 2(1), 43-52.
Nusier et. al. 2010.Transaction security and customer data safety are main concerns of online Customerspurchasingproduct and services.
Onsardi, O., Wulandari, K., Finthariasari, M., & Yulinda, A. T. (2021). Impact Of Service Marketing On Student Decisions. JBMP (Jurnal Bisnis, Manajemen dan Perbankan), 7(2), 234-254.
Philip Kotler & Kevin Lane Keller (2008).Manajemen Pemasaran Edisi 13 Jilid 2. Jakarta: Penerbit Erlangga.
Sonatasia, D., Onsardi, O., & Arini, E. (2020). Strategi Meningkatkan Loyalitas Konsumen Makanan Khas Kota Curup Kabupaten Rejang Lebong. (Jmmib) Jurnal Manajemen Modal Insani Dan Bisnis, 1(1).
Tandjung, 2004.Marketing Management: Pendekatan Pada Nilai-Nilai Pelanggan,Edisi Kedua. Penerbit Bayumedia, Malang.
Toyib, R., Onsardi, O., & Muntahanah, M. (2020). Promosi Produk Pertanian Dan Kerajinan Menggunakan Website Serta Pembukuan Sederhana di Desa Sido Dadi Kecamatan Arma Jaya Kabupaten Bengkulu Utara. Jurnal Pengabdian Masyarakat Bumi Raflesia, 3(1).
Wijayanti, Martina P.. 2010. "Analisis Hubungan Auditor-Klien: Faktor-Faktor Yang Mempengaruhi Auditor Switching di Indonesia". Skripsi S1 Fakultas Ekonomi Universita
