The Influence of Trust and Satisfaction on Loyalty of Online Shop Customers (In Toko Jequeleen, Medan)
Journal Title: International Journal of Research and Review - Year 2018, Vol 5, Issue 10
Abstract
Industrial Revolution 4.0 has given birth to various businesses; one of which is online shop which offers facilities to shop online and brings impacts on purchase patterns and item sales making it a new model in the shopping world and the most leading shopping lifestyle for modern society. E-commerce transaction in Indonesia has always been growing; that was 44% in 2014, 35% in 2015, 66% in 2016, and 22% in 2017. It is projected to keep growing at 15% - 21% in 2018-2022 and is the opportunity for online business in Indonesia including for UMKM (Small and Medium Scale Micro Business). One of small scale businesses in Medan which offers product online is “Toko Jequeleen”. It offers a variety of fashion products such as watches, bags, dresses, clothes, belts, shoes, trousers, and the others for customers ranging from teenagers until adults, particularly the female ones. The phenomenon of online sale of Toko Jequeleen for the last 4 years has not showed any growth. It decreased for 1% - 2% in 2015 and 2016 and it slightly increased for 1% in 2017. Its profit from 2014 until 2017 has not achieved the expectation because its revenue is approximately 85% - 96% of the target and there was deviation for 4%-16%. The objective of the research was to find out and analyze the influence of trust and satisfaction on the loyalty of online shop customers in Toko Jequeleen, Medan. The population was 75 customers of Toko Jequeleen online shop, and all of them were taken as the samples (saturated sampling). The data were analyzed by descriptive analysis and inferential statistical analysis method. Inferential statistical analysis method applied multiple linear regression analysis. The results of the research demonstrated that partially, the significance level of Trust (X1) was 0.675 > ɑ (0.05), indicating that there was not significant influence of Trust (X1) on loyalty. The significance level of satisfaction was 0.000 < ɑ (0.05), indicating that there was a significant influence on loyalty (X2). Hence, partially, only the variable of satisfaction had a significant influence on loyalty (Y). The simultaneous test analysis showed the significance level of 0.000 < ɑ, (0.05), indicating that the variable of Trust (X1) and Satisfaction (X2) simultaneously had significant influence on the variable of loyalty (Y).
Authors and Affiliations
August Halomoan Siregar
Keywords
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