| dc.description.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. | en_US |
