Analisis Pengaruh E-Service Quality terhadap E-Satisfaction Konsumen Lotte Mart Grosir Medan

Abstract

Kualitas pelayanan elektronik (e-service quality) menjadi suatu hal yang penting dalam memasarkan produk melalui media online. Kualitas pelayanan elektronik (E-servqual) adalah harapan sebagai keinginan para pelanggan melalui media online ketimbang layanan yang mungkin diberikan oleh perusahaan. E-satisfaction menggambarkan bagaimana mutu dari E-service Quality tersebut dapat diterima dan memberikan manfaat kepada pengguna situs perusahaan online. Penelitian ini merupakan penelitian survey dengan pendekatan kuantitatif asosiatif yang bertujuan untuk mengetahui pengaruh variabel Efisiency, fulfillment System availability dan Privacy terhadap E-satisfaction (Y). Populasi penelitian adalah seluruh konsumen Lotte Mart Grosir Medan yang telah menggunakan aplikasi belanja online Lotte Mart Grosir selama tahun 2019 berjumlah 2174. Penentuan sampel menggunakan rumus Slovin sehingga diperoleh 96 sampel penelitian. Metode pengumpulan data menggunakan kuesioner. Analisis data menggunakan regresi linier berganda. Hasil penelitian dan analisis data menunjukkan bahwa faktor efficiency, fulfillment, system availability dan privacy berpengaruh positif dan signifikan terhadap E-satisfaction. Efficiency secara parsial berpengaruh positif dan signifikan terhadap E-satisfaction.. Fulfillment secara parsial berpengaruh positif dan signifikan terhadap E-satisfaction. System availability secara parsial memberi pengaruh signifikan terhadap E-satisfaction.. Privacy secara parsial memberi pengaruh signifikan terhadap E-satisfaction. Kepada Dinas Kesehatan Kotamadya Medan disarankan untuk lebih meningkatkan kontrol dan pengawasan terhadap perusahaan yang bergerak dibidang bisnis bahan makanan seperti Lotte Mart Medan.

E-service quality is an important factor of marketing products by using online media. It is an expectation as what customers want by online media rather than services that may be provided by the company. E-satisfaction describes how the quality of E-service Quality can be received and provides benefits to users of online company sites. The present study is a survey research using an associative quantitative approach inendeding to determine the effect of the Efisiency, fulfillment System availability dan Privacy on E-satisfaction. The population of the study included all Lotte Mart Grosir Medan consumers who have used the Lotte Mart Grosir online shopping application during 2019 as of 2174. The sampling method using the Slovin formula so that there were 96 samples of the study. The data collection method used a questionnaire and The collected data were then analyzed by using a multiple linear regression. The result of the study and data analysis shown that the factors of efficiency, fulfillment, system availability and privacy had a positive and significant effect on E-satisfaction. Efficiency partially had a positive and significant effect on E-satisfaction. Fulfillment partially had a positive and significant effect on E-satisfaction. System availability partially had a significant effect on E-satisfaction. Privacy partially had a significant effect on E-satisfaction. It is suggested to the Municipal Health Department of Medan to improve the control and supervisory for any corporate engaged in food such as Lotte Mart Medan.