Faktor-Faktor yang Berpengaruh terhadap Customer Trust pada Online Shop
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Abstract
Kepercayaan pelanggan menjadi faktor penting dalam keberhasilan bisnis e-commerce. Namun, tingkat kepercayaan tersebut dipengaruhi oleh berbagai aspek layanan yang diberikan, termasuk layanan setelah pengiriman, kepuasan pelanggan, dan nilai yang dirasakan pelanggan. Tujuan dari penelitian adalah menganalisis pengaruh after delivery service, customer satisfaction, dan customer perceived value terhadap customer trust pada platform e-commerce marketplace. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif dan melibatkan 200 responden pengguna e-commerce di wilayah Jakarta, yang dipilih menggunakan teknik purposive sampling. Data bdikumpulkan menggunakan google form. Metode analisis data menggunakan analisis statistical dengan bantuan SPSS dan dengan model regresi linear. Hasil penelitian menunjukkan bahwa after delivery service dan customer satisfaction berpengaruh positif signifikan terhadap customer trust, sedangkan customer perceived value tidak berpengaruh signifikan. Secara simultan, ketiga variabel tersebut berpengaruh positif terhadap customer trust. Implikasi dari penelitian ini diharapkan dapat membantu pelaku bisnis e-commerce dalam meningkatkan kepercayaan pelanggan melalui peningkatan layanan setelah pengiriman, kepuasan pelanggan dan nilai yang dipersepsikan pelanggan.
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