Analisis Kepuasan Pelanggan dalam Belanja Online: Sebuah Studi Tentang Penyebab (Antecedents) dan Konsekuensi (Consequents)

Abstract

Abstrak This study is aimed to analyze customer satisfaction in online shopping and its antecedents and consequences emerged. 300 consumers, who have shopped online and been selected through convenience sampling method, involved in the study. Questionnaires were adapted from the established research instrument and were tested before being spread to the respondents. Structural Equation Modeling was used to hypotheses. The results indicate that all of hypotheses are supported. This means that site characteristics of the online retailing such as the Shopping Convenience, the Site Design, the Informativeness, the Security, and the Communication drive the Customer Satisfaction which in turn affects positively the Commitment and the Word of Mouth Communication. The study also finds that the Word of Mouth Communication is not only driven by the Customer Satisfaction but also is encouraged by the Commitment. These findings strengthen and are consistent with the previous studies. The results of this study are very valuable marketers, especially who work in online retail business, in encouraging the word of mouth communications among their customers.