An Analysis of the Effect of Utilitarian Values on Shopee E-Commerce Satisfaction and Loyalty with SEM-PLS

https://doi.org/10.24042/djm.v3i2.5939

Nina Valentika

Abstract


This research examines Shopee consumers who have shopped at least once and are students in the Department of Accounting, Faculty of Economics, Pamulang University. The method used was the Structural Equation Modeling-Partial Least Square (SEM-PLS). The purpose of this research was to examine the direct effect of utilitarian values on satisfaction, examine the direct effect of satisfaction on loyalty, and examine the indirect effect of utilitarian values on loyalty. Based on the results of the research, it can be concluded that there was a significant influence on satisfaction and loyalty, utilitarian values, and satisfaction, as well as utilitarian values and loyalty. There was a significant influence of Utilitarian values and loyalty with satisfaction as an intervening variable.


Keywords


Hedonic Values; Satisfaction; Loyalty; SEM-PLS

Full Text:

PDF

References


Latan, H. & Ghozali, I. (2012). Partial Least Squares: Konsep, Teknik dan Aplikasi SmartPLS 2.0 M3. Semarang: Badan Penerbit Universitas Diponegoro.

Hu, F.L. & Chuang, C.C. (2012). A Study of the Relationship Between The Value Perception And Loyalty Intention Toward An E-Retailer Website. Journal of Internet Banking and Commerce, 17(1), 1-18.

Krisnanda, S. & Rulirianto. (2019). Pengaruh Nilai Hedonik dan Nilai Utilitarian terhadap Minat Beli Ulang Online Shop Shopee (studi pada mahasiswa D-IV Manajemen Pemasaran Angkatan 2015 – 2018 Politeknik Negeri Malang. Jurnal Aplikasi Bisnis, 5(1), 214-218.

Kotler, P. & Keller, K. L. (2016). Marketing Management. 15th Global Edition. Boston: Pearson Education, Inc.

Lien, C.H., Wen, M.J. & Wu, C.C. (2011). Investigating the Relationships among E-Service Quality, Perceived Value, Satisfaction, and Behavioral Intentions in Taiwanese Online Shopping. Asia Pacific Management Review, 16(3), 211-223.

Nurmala S. (2016). Pengaruh Utilitarian Value dan Hedonic Value terhadap kepuasan konsumen toserba, 3(1), 183-185.

Rinaldi A. (2019). Model Persamaan Struktural untuk Menganalisis Indikator Kesejahteraan Rumah Tangga. Desimal: Jurnal Matematika, 2(3), 281-288.

Sharma, G. & Wang, L. (2015). The effects of online service quality of e-commerce Websites on user satisfaction. The Electronic Library, 33(3), 468-485.

Tankovic, A. C. & Benazic, D. (2018). The Perception of E-servicescape and Its Influence on Perceived E-shopping Value and Customer Loyalty. Online Informa-tion Review, 42(7), 1124-1145.

Vinzi et al. (2010). Handbook of Partial Least Squares: Concepts, Methods and Applications. Newyork: Springer-Verlag Berlin Heidelberg.

Wu, J.F. & Chang, Y.P. (2016). Multichannel integration quality, online perceived value and online purchase intention: A perspective of land-based retailers. Internet Research, 26(5), 1228-1248.




DOI: https://doi.org/10.24042/djm.v3i2.5939

Article Metrics

Abstract views : 79 | PDF downloads : 46

Refbacks

  • There are currently no refbacks.


Copyright (c) 2020 Desimal: Jurnal Matematika

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

  Creative Commons License
Desimal: Jurnal Matematika is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.