PERAN KEPERCAYAAN DAN SATISFACTION TERHADAP CHANGING MINDS CUSTOMER SHOPEE DENGAN STRATEGI TRANSAKSI ONLINE SEBAGAI PEMODERASI

Sihar Tambun, Diansyah Diansyah, lukiyana lukiyana, Gianida Utari Gunawan

Abstract


ABSTRAK

Tujuan Penelitian ini adalah untuk mengetahui bagaimana peran kepercayaan dan satisfaction terhadap changing minds customer shopee dengan strategi transaksi online sebagai pemoderasi. Populasi dalam penelitian ini adalah berbagai customer toko online yang beralih ke shopee di Jakarta. Teknik pengambilan sampel dengan menggunakan random sampling dan dengan menggunakan rumus slovin dengan kriteria customer yang pernah berbelanja secara online pada berbagai toko online. Jumlah data sebesar 120 responden yang diambil melalui kuisioner dengan menggunakan metode analisis data partial least square. Berdasarkan uji statistik, hasil penelitian menunjukan bahwa strategi transaksi online berpengaruh signifikan positif terhadap changing minds, sedangkan peran kepercayaan tidak berpengaruh signifikan terhadap changing minds, satisfaction tidak berpengaruh terhadap changing minds. Moderasi Strategi transaksi online tidak berpengaruh pada peran kerpercayaan terhadap changing minds. Moderasi Strategi transaksi online berpengaruh tidak signifikan positif pada satisfaction terhadap changing minds.  

Kata kunci : Peran Kepercayaan, Satisfaction, Changing minds, Strategi transaksi online

 

ABSTRACT

The purpose of this study is to find out how the role of trust and satisfaction with shopee customer changing minds with online transaction strategies as moderating. The population in this study were various online store customers who switched to shopee in Jakarta. The sampling technique using random sampling and using the Slovin formula with the criteria of customers who have shopped online at various online stores. The amount of data is 120 respondents taken through questionnaires using partial least square (PLS) data analysis method. Based on statistical tests, the results of the study show that online transaction strategies have a significantly positive effect on changing minds, while the role of trust has no significant positive effect on changing minds, satisfaction has no significant positive effect on changing minds. changing minds. Moderation The online transaction strategy has a positive but not significant effect on satisfaction with changing minds.

Keywords: Role of Trust, Satisfaction, Changing minds, Online transaction strategies.


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DOI: https://doi.org/10.52447/mmj.v7i1.2447

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