Faktor-Faktor yang Memengaruhi Kepuasan Konsumen Milenial pada E-Commerce Di Indonesia
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Abstract
Tujuan utama dari penelitian ini adalah menentukan faktor-faktor apa yang memengaruhi kepuasan konsumen dalam konteks transaksi e-commerce yang dilakukan oleh kaum milenial di Indonesia. Dalam penelitian ini, terdapat sejumlah 305 sampel yang dipilih dengan metode simple random sampling dan data seputar variabel-variabel terkait kepuasan konsumen diambil menggunakan instrumen penelitian berupa kuesioner online. Berikutnya, data dianalisis menggunakan regresi linear berganda dan diolah menggunakan program SPSS Versi 24 untuk menguji hipotesis yang telah dibuat. Hasil akhir dari analisis data menunjukkan bahwa variabel desain website, persepsi keamanan, pelayanan konsumen, kapabilitas pembayaran dan layanan pengiriman terbukti secara langsung memengaruhi kepuasan konsumen berusia milenial di Indonesia ketika menggunakan e-commerce. Di satu sisi, variabel kualitas informasi produk dan kenyamanan proses pembelian terbukti tidak memiliki pengaruh yang signifikan terhadap kepuasan konsumen milenial di Indonesia ketika menggunakan e-commerce.
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