Analysis of the Influence of Efficiency Factors, Requirement Fulfillment, System Accessibility, and Privacy in Establishing Customer Satisfaction and Customer Loyalty on Customer Shopee in Surabaya

Abstract

With the development of the era, there are more changes that occur in the market, where the name E-Commerce appears. where the understanding of E-Commerce is a future transaction model, where everything is done online and eliminates face-to-face between sellers and buyers. The industry of e-commerce has grown very rapidly in Indonesia. Some e-commerce also have applications that can be installed directly on the cell phone. One of the E-Commerce in Indonesia, which will be discussed in this research is Shopee. In 2015, Shopee was first launched in Singapore and eventually expanded to other countries, including Indonesia The purpose of this study was to determine the effect of efficiency, requirement fulfillment, system accessibility, and privacy in developing customer satisfaction and customer loyalty .The expected benefits of this research is to increase the repertoire of knowledge in the field of management, especially how large the influence of efficiency, requirement fulfillment, system accessibility, and privacy in developing customer satisfaction and customer loyalty for Shopee customers in Surabaya. This study is causal. The method used is quantitative methods of processing the data using AMOS. Data was collected by distributing questionnaires to 123 respondents with the characteristics of male and female respondents aged 18-60 years, and bought at shopee in the last six months. The results showed that efficiency with regression coefficient of 0.97 positive and not significantly affect customer satisfaction; requirement fulfillment with regression coefficient of 0.241, system accessibility with regression coefficient of 0.402, and privacy with regression coefficient of 0.437, positive and significantly affect customer satisfaction; efficiency with regression coefficient of 0.003; requirement fulfillment with regression coefficient of 0.093, system accessibility with regression coefficient of 0.013, and privacy with regression coefficient of 0.041, positive and not significantly affect customer loyalty; customer satisfaction with regression coefficient of 0.557 positive and significantly affect customer loyalty.