THE EFFECT OF PERCEIVED EASE OF USE AND PERCEIVED SECURITY TOWARD SATISFACTION AND REPURCHASE INTENTION

Abstract

Penelitian ini dilakukan guna mengetahui bagaimana pengaruh Perceived Ease of Use dan Perceived Security terhadap Customer Satisfaction dan Repurchase Intention pada sektor B2C E-Commerce di Indonesia. Penelitian ini menggunakan metode survei, dimana, kuesioner dipilih sebagai metode untuk mengumpulkan data yang diperlukan pada penelitian ini. Sebanyak 250 responden berpartisipasi pada penelitian ini, dimana, dari 250 data yang terkumpul, sebanyak 226 data dinyatakan Valid dan Reliable, sehingga dapat digunakan untuk selanjutnya diproses pada penelitian ini. Data yang telah dinyatakan Valid dan Reliable selanjutnya akan dianalisa dengan metode PLS-SEM. Berdasarkan hasil analisis data yang telah dilakukan, peneliti dapat menyimpulkan bahwa Perceived Ease of Use dan Perceived Security terhadap Customer Satisfaction dan Repurchase Intention pada sektor B2C E-Commerce di Indonesia. Adapun hasil dari penelitian ini menunjukkan bahwa penting bagi setiap perusahaan B2C E-Commerce di Indonesia di dalam menciptakan suatu sistem e-commerce yang aman yang mampu melindungi para pembeli serta penjual dari kemungkinan akan munculnya kasus pencurian data ketika kedua belah pihak melakukan transaksi pembelian dan penjualan pada laman e-commerce yang dikembangkan oleh perusahaan. Selain itu juga, hasil yang diperoleh pada penelitian ini juga menunjukkan bahwa penting bagi perusahaan B2C E-Commerce di Indonesia untuk dapat mengembangkan serta menciptakan serta mengimplementasikan sistem yang bukan hanya akan membuat konsumen dapat secara cepat mempelajari sistem tersebut, namun juga guna mengurangi ataupun menghilangkan kemungkinan dari munculnya kebingungan ataupun kesulitan yang konsumen alami ketika mengakses laman E-Commerce yang dikembangkan oleh pihak perusahaan. This study was commenced in order to assess whether or not both Perceived Ease of Use and Perceived Security positively affect Customer Satisfaction and Repurchase Intention in the B2C E-Commerce sector in Indonesia. This research implement survey method, in which questionnaires were chose as the tools which will be used to collect all of the data needed for the completion of this study. A total of 250 respondents participated in this study, in which a total of 226 valid, reliable and usable data were further analyzed using PLS-SEM method in order to generate the results and findings required to complete this study. Based on the results of the data analyses, authors would like to conclude that both Perceived Ease of Use and Perceived Security have a significant and positive impact toward Customer Satisfaction and Repurchase Intention both in a direct and indirect manner in the B2C E-Commerce sector in Indonesia. The results obtained in this study underlined the importance of building a safe and secure system by any B2C E-Commerce companies in Indonesia, in which such system will protect both the buyers and the sellers from the possibility of getting their data stolen by irresponsible parties while both the buyers and the sellers are conducting business transacations through the website. Furthermore, the results generated in this study also underline the importance of establishing and developing a user-friendly and effective e-commerce system, which not only will make it easier and faster for the users to learn about the new system installed or implemented on the website, but also will reduce or eliminate any difficulties or confusion which consumers might felt while using the systems implemented by the companies.