Web Design dan Trust: Faktor Kunci dalam Meningkatkan Customer Satisfaction, dan Customer Loyalty pada Online Shopping

Bernadeth Ivana Poandy; Siti Rahayu; Fitri Novika Widjaja

doi:10.35906/jurman.v10i2.2227

Web Design dan Trust: Faktor Kunci dalam Meningkatkan Customer Satisfaction, dan Customer Loyalty pada Online Shopping

Bernadeth Ivana Poandy, Siti Rahayu, Fitri Novika Widjaja

Abstract

Abstract

This study analyzes the impact of web design and trust as moderators in the relationship between e-service quality and customer satisfaction on online shopping platforms in Indonesia. Using a quantitative approach with an online questionnaire, the study involved 330 purposively selected respondents. Data were analyzed using SmartPLS 4.0 for validity, reliability, and structural model testing. The results show that e-service quality positively affects customer satisfaction, with web design and trust strengthening this relationship. This study provides insights for online shopping platforms to enhance customer satisfaction and loyalty through improved design and trust.

Keywords: E-service Quality, Customer Satisfaction, Web Design, Online Shopping

Abstrak

Penelitian ini menganalisis pengaruh desain web dan kepercayaan sebagai moderator dalam hubungan antara kualitas layanan elektronik dan kepuasan pelanggan pada platform belanja online di Indonesia. Menggunakan pendekatan kuantitatif dengan kuesioner online, penelitian ini melibatkan 330 responden yang dipilih secara purposive. Data dianalisis menggunakan SmartPLS 4.0 untuk validitas, reliabilitas, dan model struktural. Hasilnya menunjukkan bahwa e-service quality berpengaruh positif terhadap customer satisfaction, dengan desain web dan kepercayaan memperkuat hubungan tersebut. Penelitian ini memberikan wawasan bagi platform belanja online untuk meningkatkan kepuasan dan loyalitas pelanggan melalui desain dan kepercayaan yang lebih baik.

Kata Kunci: E-Service Quality, Customer Satisfaction, Web Design, Online Shopping

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