THE EFFECT OF PERCEIVED EASE OF USE AND PERCEIVED SECURITY TOWARD SATISFACTION AND REPURCHASE INTENTION
Article Sidebar
Main Article Content
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.
Article Details
References
Amin, M., Rezaei, S., & Abolghasemi, M. (2014). User satisfaction with mobile websites: the impact of perceived usefulness (PU), perceived ease of use (PEOU) and trust. Nankai Business Review International, 5(3), 258–274. http://dx.doi.org/10.1108/NBRI-01-2014-0005
Anugrah, F. T. (2020). Effect of Promotion and Ease of Use on Customer Satisfaction and Loyalty on OVO Application Users. Quantitative Economics and Management Studies, 1(1), 44-50. https://doi.org/10.35877/454RI.qems1177
Aren, S., Güzel, M., Kabaday?, E., & Alpkan, L. (2013). Factors Affecting Repurchase Intention to Shop at the Same Website. Procedia - Social and Behavioral Sciences, 99, 536–544. https://doi.org/10.1016/j.sbspro.2013.10.523
Baccarella, C.V., Wagner, T.F., Scheiner, C.W., Maier, L. and Voigt, K.-I. (2020), "Investigating consumer acceptance of autonomous technologies: the case of self-driving automobiles", European Journal of Innovation Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/EJIM-09-2019-0245
Barclay, D., Higgins, C., and Thompson, R. (1995), The partial least squares (PLS) approach to casual modeling: Personal computer adoption and use as an illustration, Technology Studies, 2(2), 285–309
Carlos Roca, J., José García, J. and José de la Vega, J. (2009), "The importance of perceived trust, security and privacy in online trading systems", Information Management & Computer Security, 17(2), 96-113. https://doi.org/10.1108/09685220910963983
Chellappa, R.K. and Pavlou, P.A. (2002), "Perceived information security, financial liability and consumer trust in electronic commerce transactions", Logistics Information Management, 15(5/6), 358-368. https://doi.org/10.1108/09576050210447046
Chiu, W. and Cho, H. (2019), "E-commerce brand: The effect of perceived brand leadership on consumers’ satisfaction and repurchase intention on e-commerce websites", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-10-2018-0403
Cui, F., Lin, D, & Huang, Y. (2015). The Impact of Perceived Security on Consumer E-Loyalty: A Study of Online Tourism Purchasing, 2015 IEEE First International Conference on Big Data Computing Service and Applications, Redwood City, CA, 2015, pp. 314-322, doi: 10.1109/BigDataService.2015.41.
Falk, T., Kunz, W.H., Schepers, J. and Mrozek, A.J. (2016), “How mobile payment influences the overall store price image”, Journal of Business Research, 69(7), 2417-2423
Filieri, R., Chen, W. and Lal Dey, B. (2017), "The importance of enhancing, maintaining and saving face in smartphone repurchase intentions of Chinese early adopters: An exploratory study", Information Technology & People, 30(3), 629-652. https://doi.org/10.1108/ITP-09-2015-0230
Garcia, J.M., Freire, O.B.D.L., Santos, E.B.A. and Andrade, J. (2020), "Factors affecting satisfaction and loyalty to online group buying", Revista de Gestão, 27(3), 211-228. https://doi.org/10.1108/REGE-02-2018-0037
Gefen, D., Karahanna, E. & Straub, D.W. (2003). Trust and TAM in online shopping: an integrated model, MIS Quarterly, 27(1), 51-90
Ha, H.-Y. and Pan, H. (2018), "The evolution of perceived security: the temporal role of SNS information perceptions", Internet Research, 28(4), 1055-1078. https://doi.org/10.1108/IntR-02-2017-0047
Henseler, J., Hubona, G. and Ray, P.A. (2016), "Using PLS path modeling in new technology research: updated guidelines", Industrial Management & Data Systems, 116(1), 2-20. https://doi.org/10.1108/IMDS-09-2015-0382
Hoogland, J. J., & Boomsma, A. (1998). Robustness studies in covariance structure modeling - An overview and a meta-analysis. Sociological Methods & Research, 26(3), 329-367. https://doi.org/10.1177%2F0049124198026003003
Keni, K. (2020). How Perceived Usefulness and Perceived Ease of Use Affecting Intent to Repurchase? Jurnal Manajemen, 24(3), 481-496. http://dx.doi.org/10.24912/jm.v24i3.680
Keni, K., Tjoe, H., Wilson, N., and Negara, E.S. (2020). The Effect of Perceived Security, Ease of Use and Perceived Usefulness on Intention to Use Towards Mobile Payment Services in Indonesia, Proceedings of the 2nd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2020), https://dx.doi.org/10.2991/assehr.k.201209.010
Kim, C., Galliers, R. D., Shin, N., Ryoo, J.-H., & Kim, J. (2012). Factors influencing Internet shopping value and customer repurchase intention. Electronic Commerce Research and Applications, 11(4), 374–387. https://doi.org/10.1016/j.elerap.2012.04.002
Kline, R. B. (2016). Principles and practice of structural equation modeling (4th ed.). Guilford Press
Laforet, S. and Li, X. (2005), “Consumers’ attitudes towards online and mobile banking in China”, International Journal of Bank Marketing, 23(5), 362-380
Langga, A., Kusumawati, A. and Alhabsji, T. (2020), "Intensive distribution and sales promotion for improving customer-based brand equity (CBBE), re-purchase intention and word-of-mouth (WOM)", Journal of Economic and Administrative Sciences, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JEAS-03-2019-0041
Lee, L., and Charles, V. (2021). The impact of consumers’ perceptions regarding the ethics of online retailers and promotional strategy on their repurchase intention, International Journal of Information Management, 57, 102264. https://doi.org/10.1016/j.ijinfomgt.2020.102264
Meilatinova, N. (2021). Social commerce: Factors affecting customer repurchase and word-of-mouth intentions, International Journal of Information Management, 57, 102300. https://doi.org/10.1016/j.ijinfomgt.2020.102300
Nadeem, M.A., Liu, Z., Pitafi, A.H., Younis, A. and Xu, Y. (2020), "Investigating the repurchase intention of Bitcoin: empirical evidence from China", Data Technologies and Applications, 54(5), 625-642. https://doi.org/10.1108/DTA-10-2019-0182
Oyedele, A., Saldivar, R., Hernandez, M.D. and Goenner, E. (2018), "Modeling satisfaction and repurchase intentions of mobile smart wristbands: the role of social mindfulness and perceived value", Young Consumers, 19(3), 237-250. https://doi.org/10.1108/YC-09-2017-00737
Pipitwanichakarn, T. and Wongtada, N. (2020). The role online review on mobile commerce adoption: an inclusive growth context, Journal of Asia Business Studies, 14(5), 759-778. https://doi.org/10.1108/JABS-02-2019-0060
Shams, G., Rather, R., Abdur Rehman, M. and Lodhi, R.N. (2020), "Hospitality-based service recovery, outcome favourability, satisfaction with service recovery and consequent customer loyalty: an empirical analysis", International Journal of Culture, Tourism and Hospitality Research, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJCTHR-04-2020-0079
Singh, S., Sahni, M.M. and Kovid, R.K. (2020), "What drives FinTech adoption? A multi-method evaluation using an adapted technology acceptance model", Management Decision, 58(8), 1675-1697. https://doi.org/10.1108/MD-09-2019-1318
Slack, N., Singh, G. and Sharma, S. (2020), "The effect of supermarket service quality dimensions and customer satisfaction on customer loyalty and disloyalty dimensions", International Journal of Quality and Service Sciences, 12(3), 297-318. https://doi.org/10.1108/IJQSS-10-2019-0114
Tren dan Peluang Industri E-Commerce di Indonesia 2020. (2020, February 06). Retrieved January 08, 2021, from https://www.cnnindonesia.com/teknologi/20200205204206-206-472064/tren-dan-peluang-industri-e-commerce-di-indonesia-2020
Trinh, H.N., Tran, H.H. and Vuong, D.H.Q. (2020), "Determinants of consumers’ intention to use credit card: a perspective of multifaceted perceived risk", Asian Journal of Economics and Banking, 4(3), 105-120. https://doi.org/10.1108/AJEB-06-2020-0018
Trivedi, S.K. and Yadav, M. (2020), "Repurchase intentions in Y generation: mediation of trust and e-satisfaction", Marketing Intelligence & Planning, 38(4), 401-415. https://doi.org/10.1108/MIP-02-2019-0072
Tu, C-C., Fang, K., & Lin, C-Y. (2012). Perceived Ease of Use, Trust, and Satisfaction as Determinants of Loyalty in e-Auction Marketplace. Journal of Computers, 7(3), 645-652.
Undale, S., Kulkarni, A. and Patil, H. (2020), "Perceived eWallet security: impact of COVID-19 pandemic", Vilakshan - XIMB Journal of Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/XJM-07-2020-0022
Wang, Y., Anderson, J., Joo, S.-J. and Huscroft, J.R. (2019), "The leniency of return policy and consumers’ repurchase intention in online retailing", Industrial Management & Data Systems, 120(1), 21-39. https://doi.org/10.1108/IMDS-01-2019-0016
Wilson, N. (2018). The Impact of Service Quality and Brand Image Toward Customer Loyalty in The Indonesian Airlines Industry, Jurnal Manajemen Indonesia. 18(3), 222-234. https://doi.org/10.25124/jmi.v18i3.1734
Wilson, N. (2019). The Impact of Perceived Usefulness and Perceived Ease-of-Use toward Repurchase Intention in the Indonesian E-Commerce Industry, Jurnal Manajemen Indonesia. 19(3), 241-249. https://doi.org/10.25124/jmi.v19i3.2412
Wilson, N. (2020). The Impact of Service Quality and Corporate Reputation Toward Loyalty in The Indonesian Hospitality Sector, Jurnal Muara Ilmu Ekonomi dan Bisnis, 4(1), 1-9. http://dx.doi.org/10.24912/jmieb.v4i1.6925
Wilson, N. (2020). Trust Vs Satisfaction: Which One is More Important in Mediating the Impact of Website Quality Towards Customer Loyalty in The Indonesian E-Commerce Industry? Proceedings of the International Conference on Management, Accounting, and Economy (ICMAE 2020), https://dx.doi.org/10.2991/aebmr.k.200915.003
Wilson, N., and Keni, K. (2018). Pengaruh Website Design Quality dan Kualitas Jasa Terhadap Repurchase Intention: Variabel Trust Sebagai Variabel Mediasi, Jurnal Manajemen dan Pemasaran Jasa, 11(2), 291- 310. http://dx.doi.org/10.25105/jmpj.v11i2.3006
Wilson, N., Keni, K., and Tan, P.H.P. (2019). The Effect of Website Design Quality and Service Quality on Repurchase Intention in the E-commerce Industry: A Cross-Continental Analysis, Gadjah Mada International Journal of Business, 21(2), 187-222. https://doi.org/10.22146/gamaijb.33665
Xu, H. (2013). The Effect of Perceived Security on Consumers' Intent to Use: Satisfaction and Loyalty to M-Commerce in China, Journal of Electronic Commerce in Organization, 11(4), 37-51. 10.4018/jeco.2013100103
Zhou, T., Lu, Y., & Wang, B. (2009). The relative importance of website design quality and service quality in determining consumers’ online repurchase behavior. Information Systems Management, 26(4), 327–337. https://doi.org/10.1080/10580530903245663