Pengaruh E-Commerce Development Dan Financial Technology Terhadap Loyalitas Pelanggan Dengan Keputusan Pembelian Online Pada Market Place Shopee Sebagai Variabel Moderating

Abstract

ABSTRAKTujuan penelitian ini untuk mengetahui pengaruh e-commerce development dan financial technology terhadap loyalitas pelanggan dengan keputusan pembelian online pada Market place shopee sebagai variabel moderasi. Adapun jenis data yang digunakan dalam penelitian ini adalah data primer yang berasal dari pelanggan shopee di Kelurahan Warakas Jakarta Utara. Sampel yang di ambil yaitu 76 responden. Pengambilan sampel penelitian ini teknik sampling Random Sampling. Penelitian ini menganalisis hubungan antara pengaruh E-commerce development dan financial technology terhadap loyalitas pelanggandengan keputusan pembelian online pada marketplace shopee sebagai variabel moderasi . Penelitian ini menggunakan metode analisis data Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa e-commerce  development berpengaruh signifikan terhadap loyalitas pelanggan pada market place shopee. Financial technology berpengaruh signifikan terhadap loyalitas pelanggan pada market place shopee. Variabel  moderasi keputusan pembelian online berpengaruh signifikan terhadap loyalitas pelanggan pada market place shopee. E-commerce development berpengaruh positif dan signifikan terhadap loyalitas pelanggan dengan keputusan pembelian online sebagai variabel moderasi. Financial technology tidak berpengaruh positif dan signifikan terhadap loyalitas pelanggan dengan keputusan pembelian online sebagai variabel moderasi.Kata kunci : E-Commerce Development , Financial Technology , Loyalitas Pelanggan , Keputusan Pembelian Online ABSTRACTThe purpose of this study was to determine the effect of e-commerce development and financial technology on customer loyalty with online purchasing decisions on the Shopee Marketplace as a moderating variable. The type of data used in this study is primary data derived from shopee customers in Warakas Village, North Jakarta, the sample taken was 76 respondents. The sample of this research is random sampling technique. This study analyzes the relationship between the influence of E-Commerce development and financial technology on customer loyalty with online purchasing decisions at the shopee marketplace as a moderating variable. This research uses data analysis method Partial Least Square (PLS). The results showed that e-commerce development has a significant effect on customer loyalty in the shopee market place. And financial technology has a significant effect on customer loyalty at the shopee market place. The moderating variable of online purchasing decisions has a significant effect on customer loyalty in the shopee market place. E-Commerce development has a positive and significant effect on customer loyalty with online purchasing decisions as a moderating variable. Financial technology has no positive and significant effect on customer loyalty with online purchasing decisions as a moderating variable.Key word : E-Commerce Development, Financial Technology, Customer Loyalty, Online Purchasing Decisions