KETERHUBUNGAN ANTARA KEMAMPUAN, KEBAJIKAN (BENEVOLENCE), DAN INTEGRITAS PERUSAHAAN TERHADAP KEPERCAYAAN DAN PARTISIPASI PELANGGAN: STUDI EMPIRIS PADA TOKOPEDIA

Lidya Gunarso, Jeremy Andriano, Sabrina Oktaria Sihombing
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Abstract

Penelitian ini bertujuan untuk memprediksi keterhubungan antara kemampuan, kebajikan, dan integritas Tokopedia terhadap kepercayaan dan partisipasi pelanggan Tokopedia. Sebanyak 130 responden terlibat dalam penelitian ini. Kueioner dikembangkan berdasarkan indikator-indikator penelitian sebelumnya. Skala Likert 5 poin digunakan dalam kuesioner tersebut. Sebelum data dianalisis dengan menggunakan structural equation modeling, data terlebih dahulu diuji reliabilitas dan validitasnya. Hasil analisis menunjukkan bahwa terdapat 3 dari tujuh hipotesis yang tidak didukung dalam penelitian ini. Ketiga hipotesis tersebut berkaitan dengan kebajikan dan integritas tidak mempunyai keterhubungan yang positif dengan kepercayaan konsumen. Lebih lanjut, tidak keterhubungan positif antara kebajikan perusahaan dengan tingkat partisipasi konsumen. Pembahasan serta keterbatasan penelitian juga disampaikan.

 

This study aims to predict the relationship between the ability, benevolence, and integrity of Tokopedia to the trust and participation of Tokopedia customers. A total of 130 respondents were involved in this study. The questionnaire was developed based on the indicators of previous studies. A 5-point Likert scale was used in the questionnaire. Before the data are analyzed using structural equation modeling, the data are first tested for reliability and validity. The analysis shows that there are thress of the seven hypotheses that are not supported in this study. The three hypotheses related to benevolence and integrity do not have a positive relationship with consumer confidence. Furthermore, there is no positive relationship between the benevolence of the company and the level of consumer participation. Discussion and limitations of the study were also conveyed.

Keywords

Kemampuan; Kebajikan; Integritas; Kepercayaan; Partisipasi; Ability; Benevolence; Integrity; Trust; Participation

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