PERSEPSI KONSUMEN TERKAIT ETIKA, KEPUASAN  DAN LOYALITAS PELANGGAN DI SEKTOR RETAIL ONLINE

Muthia Agnisa Halim; Lola Fitria Sari; Willy Nofranita

doi:10.31869/me.v9i2.4302

PERSEPSI KONSUMEN TERKAIT ETIKA, KEPUASAN DAN LOYALITAS PELANGGAN DI SEKTOR RETAIL ONLINE

Muthia Agnisa Halim, Lola Fitria Sari, Willy Nofranita

Sari

Penelitian ini bertujuan untuk menguji pengaruh persepsi konsumen terkait etika pengecer online (CPEOR), e-satisfaction terhadap e-loyalty pelanggan di sektor retail online. Jenis penelitian ini adalah kuantitatif, metode penelitian menekankan pada pengukuran hasil yang objektif dengan menggunakan analisis Structural Equation Model (SEM). Populasi dalam penelitian ini adalah Tenaga Kerja Wanita yang bekerja di sektor formal Kota Padang. Adapun jumlah sampel dalam penelitian ini sebanyak 170 orang yang didapat dengan menggunakan estimasi interpretasi dengan rumus penentuan jumlah sampel maksimum untuk SEM. Jenis data yang digunakan dalam penelitian ini adalah data kuantitatif.Sedangkan sumber datanya adalah sumber data primer.Teknik analisis data dengan teknik statistik Structural Equation Model (SEM) dengan menggunakan bantuan program STATA 14.0. Hasil penelitian ini menunjukan bahwa CPEOR dan e-satisfaction berpengaruh signifikan dan positif terhadap e-loyalty pelanggan di sektor retail online.

Kata Kunci : Persepsi Konsumen Terkait Etika Pengecer Online (CPEOR), (E-Satisfaction) Dan Loyalitas Pelanggan (E-Loyalty).

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Referensi

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DOI: https://doi.org/10.31869/me.v9i2.4302