Pengembangan Model Customer Satisfaction Dalam E-Commerce Kecantikan Dan Kosmetik: Structural Equation Modeling

Rike Selviasari, Dewi Wungkus Antasari, Srikalimah Srikalimah

Abstract


Latar belakang: Kepuasan pelanggan dianggap sebagai faktor penting yang dapat mempengaruhi keberhasilan pemasaran dan memainkan peran penting dalam mendorong pelanggan untuk membeli kembali produk yang ditawarkan, termasuk produk kecantikan dan kosmetik yang sangat kompetitif. Penelitian ini bertujuan untuk mengetahui keandalan external incentives, online shopping experience, seller services, dan security and privacy dalam memprediksi customer satisfaction. Metode: Penelitian ini menggunakan model pendekatan kuantitatif untuk mengukur hubungan antar variabel. Penelitian ini dilakukan kepada 150 sampel pelanggan produk kecantikan dan kosmetik yang dipilih secara acak. Data penelitian berupa angka yang dikumpulkan menggunakan instrumen kuesioner. Data dianalisis menggunakan teknik SEM (Structural Equation Modelling) dengan bantuan software smartPLS versi 4. Hasil: External incentives, online shopping experience, seller services, security and privacy mempunyai pengaruh terhadap customer satisfaction (T-statistik > 1,96). Seluruh indikator dalam model ini dinyatakan valid untuk menjelaskan masing-masing variabel latennya (loading factor > 0,7). Keseluruhan variabel dalam model ini juga memiliki tingkat reliabilitas yang tinggi (composite reliability > 0.70; AVE > 0.50). Penelitian juga ini menemukan bahwa 87,2% tinggi atau rendahnya customer satisfaction dapat dijelaskan oleh external incentives, online shopping experience, seller services, dan security and privacy. Kesimpulan: Seluruh konstruk varibel dalam model ini mampu menjelaskan tentang bagaimana kepuasan pelanggan pada e-commerce kecantikan dan kosmetik. Model customer satisfaction yang dikembangkan dalam penelitian ini dapat digunakan sebagai dasar studi masa depan di bidang e-commerce kecantikan dan kosmetik. Peneliti selanjutnya disarankan untuk memperluas setting penelitian dengan menguji model ini di pasar dan sektor yang lainnya.

Kata kunci: Kepuasan pelanggan, e-commerce, kecantikan dan kosmetik

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DOI: https://doi.org/10.37531/sejaman.v6i2.5559

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