LOYALITAS CUSTOMER DALAM MOBILE COMMERCE ZALORA

Karina Dwi Pramesti

Abstract


Saat ini smartphone menjadi instrumen yang sangat penting dalam dunia bisnis dan pemasaran. Penggunaan smartphone juga memicu tumbuhnya berbagai mobile commerce (m-commerce) di Indonesia. Hal ini disebabkan karena smartphone dapat menjadi sarana periklanan, promosi, dan transaksi jual beli. Salah satu perusahaan yang memanfaatkan hal ini adalah Zalora. Zalora merupakan salah satu perusahaan m-commerce dalam bidang fashion dengan pengunjung tertinggi di Indonesia. Namun, saat ini belum diketahui apakah terdapat hubungan antara kecenderungan penggunaan teknologi informasi dan komunikasi, kepuasan, serta kepercayaan terhadap loyalitas pelanggan pada Zalora. Metode pengumpulan data yang digunakan dalam penelitian ini adalah metode survei terhadap mobile buyers dari aplikasi zalora. Data yang dikumpulkan dianalisis dengan teknik analisis Structural Equation Modeling (SEM). Hasil penelitian ini menunjukan bahwa, kepuasan dan kepercayaan memiliki pengaruh positif terhadap loyalitas pelanggan E-Commerce Zalora.

Kata Kunci: Kepercayaan, Kepuasan, Loyalitas,  Mobile Commerce, Zalora

 

 

Smartphones are becoming very important instruments in the business and marketing world today. The use of smartphones also trigger the growth of various mobile commerce (m-commerce) in Indonesia. This is because smartphones can be a means of advertising, promotion, and buying and selling transactions. One company that utilizes this is Zalora. Zalora is one of the m-commerce companies in the field of fashion with the highest visitors in Indonesia. However, it is not currently known whether there is a relationship between trends in use of information and communication technology, satisfaction, and trust in customer loyalty to Zalora. Data collection method used in this research is survey method to mobile buyers from zalora application. The data collected were analyzed by Structural Equation Modeling (SEM) analysis technique. The results of this study indicate that, satisfaction and trust have a positive influence on customer loyalty E-Commerce Zalora.


Keywords


Trust, Satisfaction, Loyalty, Mobile Commerce, Zalora

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DOI: https://doi.org/10.14421/pjk.v11i1.1360

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