Dimensi online customer experience (OCE) pada website dalam kaitannya dengan intensi membeli pada hubungan bisnis B2B
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Abstract
This research was conducted to analyze online customer experience (OCE) whether information quality, website credibility, customer support, and web personalization affect client buying intentions and customer trust in the context of B2B relationships and carry out a comparative analysis of 3 websites that are the object of research in the human resources industry (company A, B, and C). The study used 77 respondents from various corporations operating in Jakarta who were selected by simple random technique and then analyzed using PLS-SEM ANOVA and Duncan analysis for website comparison analysis. The results showed that the quality of information on websites, customer support, and web personalization had a positive influence on purchase intentions and customer trust. Website credibility does not have a positive effect on purchase intention and customer trust. These findings imply that offline networking and business development still play an important role in B2B business relationships. Further research is needed regarding other variables in OCE in the B2B context considering that most of the research on OCE is still in the B2C context.
Penelitian ini dilakukan untuk menganalisis online customer experience (OCE) apakah kualitas informasi, kredibilitas website, dukungan pelanggan, dan personalisasi web memengaruhi intensi membeli client dan kepercayaan pelanggan dalam konteks hubungan B2B dan melakukan analisa perbandingan 3 website yang menjadi obyek penelitian di industri Sumber Daya Manusia (Perusahaan A, B, dan C). Penelitian menggunakan 77 responden dari berbagai korporasi yang beroperasi di Jakarta yang dipilih dengan teknik acak sederhana kemudian dianalisis dengan PLS-SEM serta analisa ANOVA dan Duncan untuk analisa perbandingan website. Hasil penelitian menunjukkan bahwa kualitas informasi pada website, dukungan pelanggan dan personalisasi web memberikan pengaruh positif kepada intensi membeli dan kepercayaan pelanggan. Kredibilitas website ternyata tidak memberi pengaruh positif kepada intensi membeli dan kepercayaan pelanggan. Temuan ini menyiratkan bahwa offline networking dan business development masih tetap memegang peranan penting dalam hubungan bisnis B2B. Diperlukan penelitian lebih jauh terkait variabel lain dalam OCE dalam konteks B2B mengingat sebagian besar penelitian tentang OCE masih dalam konteks B2C.
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