PENGARUH ATRIBUT TOKO ONLINE TERHADAP KEPUASAN DAN KEPERCAYAAN KONSUMEN DI KOTA TASIKMALAYA

Alfin NF Mufreni, Agi Rosyadi, Adhitya Rahmat Taufiq

Abstract


Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pengaruh atribut toko online terhadap kepuasan dan kepercayaan konsumen di Kota Tasikmalaya. Penelitian ini bersifat deskriptif dan empiris. Penelitian deskriptif dilakukan untuk memperoleh gambaran tentang atribut toko online, kepuasan dan kepercayaan konsumen. Sedangkan penelitian empiris dilakukan untuk mengetahui hubungan antara variabel melalui perhitungan-perhitungan statistik. Teknik pengumpulan data melalui penyebaran angket kepada 150 orang responden yang merupakan konsumen onlainshop berbasis Business to Consumer (B2C) dengan menggunakan teknik judgement sampling atau purposive sampling. Serta alat analisis yang digunakan dalam penelitian ini adalah analisis Structural Equation Model (SEM) dimana atribut toko online menjadi variabel exogen dan dua variebel endogen yaitu kepuasan dan kepercayaan konsumen.

Keywords


atribut toko online; kepuasan konsumen; kepercayaan konsumen

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DOI: https://doi.org/10.37058/jem.v3i1.324

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