ANALISIS PENGARUH USER INTERFACE QUALITY, INFORMATION QUALITY, PERCEIVED SECURITY, PERCEIVED PRIVACY TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION DAN CUSTOMER TRUST PADA PENGGUNA TOKOPEDIA DI SURABAYA
Abstract
The rapid development of technology has become an opportunity for companies to develop their business. One of the most useful technological innovations is the internet. With the internet, companies can sell their products or services online, called e-commerce services. Tokopedia is one of the companies engaged in this field. The presence of Tokopedia as a market place makes it easier for consumers to sell and buy items that consumers need.
This study aims to determine how the influence of User Interface Quality, Information Quality, Perceived Security, and Perceived Privacy on Customer Loyalty through Customer Satisfaction and Customer Trust. The expected benefit of this research is to add to the repertoire of knowledge in the field of management, especially how large the influence of the Perceived Privacy and Customer Trust has to increase the Customer Loyalty which will ultimately increase customer loyalty from the Tokopedia Company.
This research is a causal study. The research method used is a quantitative method by processing data using AMOS. Data collection is done by distributing questionnaires to 125 respondents with characteristics of male and female respondents aged 18-60 years, have used and shopped directly on the Tokopedia application at least 2 times in the last 3 months.
The results showed that the User Interface Quality with a regression coefficient of 0.423 positively and does not significantly affect Customer Satisfaction; User Interface Quality with a regression coefficient of 0.247 positively and does not significantly affect Customer Trust; Information Quality with a regression coefficient of 0.149 positively and does not significantly affect Customer Satisfaction; Information Quality with a regression coefficient of 0.303 positively and does not significantly affect Customer Trust; Perceived Security with a regression coefficient of 0.313 positively and does not significantly affect Customer Satisfaction; Perceived Security with a regression coefficient of 0.23 positively and does not significantly affect Customer Trust; Perceived Privacy with a regression coefficient of 0.557 positively and significantly affects Customer Satisfaction; Perceived Privacy with a regression coefficient of 0.631 positively and significantly affects Customer Satisfaction; Customer Satisfaction with a regression coefficient of 0.125 positively and does not significantly affect Customer Loyalty; Customer Trust with a regression coefficient of 0.803 positively and significantly affects Customer Loyalty
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