Hubungan Kepercayaan dan Persepsi Risiko dengan Loyalitas Pelanggan, Dimediasi oleh Kepuasan Pelanggan pada Marketplace Lazada pada Kalangan Mahasiswa
DOI:
https://doi.org/10.33633/jekobs.v4i3.14742Keywords:
kepercayaan, persepsi resiko, kepuasan pelanggan, lyalitas pelanggan, lazada, e-commerceAbstract
This research aims to examine the influence of trust and risk perception on customer loyalty, with customer satisfaction acting as a mediating variable, in the context of Lazada marketplace usage among students of Universitas Dian Nuswantoro (UDINUS). The study is motivated by the rapid growth of internet technology, which has accelerated the expansion of e-commerce platforms in Indonesia but also intensified competition among marketplaces. Lazada, once positioned as a leading platform, has recently experienced a decline in user visits and brand ranking, highlighting the need to investigate the factors that drive customer loyalty. The study employs a quantitative approach, collecting primary data through questionnaires distributed to 100 respondents selected using purposive sampling. Data analysis was carried out using Structural Equation Modeling with Partial Least Squares (SEM-PLS). The findings reveal that trust has a significant positive effect on both customer satisfaction and loyalty, whereas risk perception has a significant negative effect on customer satisfaction. Moreover, customer satisfaction significantly mediates the relationship between trust and loyalty, as well as between risk perception and loyalty. These results underscore the importance of fostering trust and effectively managing risk perception as strategies to enhance customer satisfaction and strengthen customer loyalty in online marketplaces. Penelitian ini bertujuan untuk mengkaji pengaruh kepercayaan dan persepsi risiko terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel mediasi, pada konteks penggunaan marketplace Lazada oleh mahasiswa Universitas Dian Nuswantoro (UDINUS). Latar belakang penelitian ini didorong oleh pesatnya perkembangan teknologi internet yang memacu pertumbuhan pesat platform e-commerce di Indonesia, namun di sisi lain juga meningkatkan intensitas persaingan antar marketplace. Lazada, yang sebelumnya menempati posisi teratas, kini mengalami penurunan jumlah kunjungan pengguna dan peringkat merek, sehingga diperlukan kajian mengenai faktor-faktor yang memengaruhi loyalitas pelanggan. Penelitian ini menggunakan pendekatan kuantitatif dengan data primer yang diperoleh melalui penyebaran kuesioner kepada 100 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan dengan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa kepercayaan berpengaruh positif dan signifikan terhadap kepuasan maupun loyalitas pelanggan. Sebaliknya, persepsi risiko berpengaruh negatif dan signifikan terhadap kepuasan pelanggan. Selain itu, kepuasan pelanggan terbukti memediasi secara signifikan hubungan antara kepercayaan dengan loyalitas, serta hubungan antara persepsi risiko dengan loyalitas. Temuan ini menegaskan bahwa membangun kepercayaan dan mengelola persepsi risiko merupakan strategi penting dalam meningkatkan kepuasan dan loyalitas pelanggan pada marketplace..References
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