PENGARUH PERCEIVED EASE OF USE, PERCEIVED USEFULNESS, PERSONAL INNOVATIVENESS, TERHADAP KESETIAAN PELANGGAN MELALUI KEPUASAN PELANGGAN SITUS BERBELANJA ONLINE TOKOBAGUS.COM DI SURABAYA

Abstract

In the development of the internet is now not only serves as a medium of information and communication media alone. But as a means to sell or shop. In Indonesia, people are starting to make the sale and purchase products online. So the internet can also add to a person's income in the economy. Tokobagus.com is the largest online trading center in Indonesia established since 2005, currently has 3 million subscribers with 1.4 million items sold. The place to look for new and used goods such as cheap mobile products, computers, fashion, used cars, motorcycles, homes and property, household appliances, miscellaneous services and also job. This study was conducted to analyze the Effects of perceived ease of use, perceived usefulness, personal innovativeness, on customer loyalty through customer satisfaction of online shopping sites tokobagus.com in Surabaya. The results of this research can be used by tokobagus.com in developing appropriate strategies to increase customer loyalty in Surabaya. This study uses a quantitative approach to technical analysis and Structural Equation Models AMOS 16.0 program. The sample used in this study is an online shopping site tokobagus.com customers who've made a purchase totaling 100 persons, domiciled in the city of Surabaya with age range 16-60 years and never made a purchase on tokobagus.com more than once in the last 6 months. The questionnaire distributed to respondents using non-probability sampling and snowball sampling. These results indicate that perceived ease of use, perceived usefulness, and personal innovativeness has a positive and significant impact on customer satisfaction. In addition, customer satisfaction is also positively affect customer loyalty and significant.