INFLUENCE OF E-SERVICE QUALITY ON E-SATISFACTION
IN ADORABLE PROJECT
Atika Hidayati
Department of Business Administration, Faculty of Social and Political Sciences
Universitas Padjadjaran
Arianis Chan
Department of Business Administration, Faculty of Social and Political Sciences
Universitas Padjadjaran
ABSTRACT
This study aims to understand, to know, and to analyze the influence of e-service quality on e-satisfaction on Adorable Projects. Discussion on this research covers the condition of e-service quality on Adorable Projects and e-satisfaction conditions on consumers of Adorable Projects.
The method used in this research is descriptive verification analysis with quantitative approach. The sampling technique was done by accidental sampling technique by using iteration sampling technique where the minimum sample quantity that must be taken in this research is 63 respondents. The object of research studied is e-service quality and e-satisfaction. Data analysis technique used in this research is simple linear regression analysis, classical assumption test, coefficient of determination, and t test of hypothesis.
The condition of e-service quality based on the responses of respondents is in the high category and the condition of e-satisfaction is also in the high category. The results obtained by t test indicate that there is influence of e-service quality to e-satisfaction. In addition, the e-service quality variable contributes 55.7% to the e-satisfaction variable.
Suggestions from the authors are, Adorable Projects can further improve the updating of an information about product availability, multiply variants of its products, speed up the time to restock the product, improve the quality of its website, increase the promo and discount and make the card member for its customers. This is done in an effort to increase the e-satisfaction of Adorable Projects consumers.
Keywords: E-Service Quality, E-Satisfaction, E Commerce, Digital Marketing
I. BACKGROUND
The fashion industry in Indonesia is currently experiencing rapid growth. Launched from kemenperin.go.id/ website, that in 2014 - 2015 the fashion industry is the second highest contributor of value added from 16 sectors of the creative economy with 7.12 percent growth. With the development of this fashion industry, causing competition from business actors engaged in this industry will also be more stringent. This resulted in the business of the fashion industry needs to implement strategies - strategies to win the competition and maintain the sustainability of his company. One effort that can be done is to take advantage of technological developments, especially the Internet.
With the internet, business world especially in Indonesia is no longer limited by space and time. High human mobility requires every business to be able to provide services and goods instantly in accordance with consumer demand. To overcome these problems then now emerging transactions that use the internet media to connect between seller and consumer. Internet transactions are known as e-commerce.
E-commerce itself in Indonesia is currently experiencing rapid growth. According to data analysis Ernst & Young quoted from biz.kompas.com/, the growth of the value of online business sales in Indonesia increases 40 percent every year The development of e-commerce trends in Indonesia can be a promising business opportunity to be used by business people in Indonesia including those engaged in the fashion industry. In Indonesia alone, until the year 2016 the perpetrators of e-commerce fashion increasingly enliven the market. Competition between start-up e-commerce fashion is increasingly stringent show that the e-commerce fashion industry in Indonesia increased dramatically.
E-commerce is now an alternative business in the modern era in line with the increasingly dynamic market conditions and competitive competition that resulted in changes in consumer behavior. Consumers have many alternative options to the online store that they will choose to make a product purchase transaction. This makes every online shop should always strive to keep customers from moving to competitors by continuing to keep customer satisfaction (e-satisfaction).
To maintain e-satisfaction from consumers, any company engaged in the e-commerce industry must provide more value to consumers by providing the best quality of service (e-service quality). Even the most experienced and successful e-commerce companies today realize that the main determinant of success or failure is not only in terms of availability of websites and low price offerings, but is how to provide the best e-service quality (Wang, 2003). In addition, according to Li and Suomi (2009), the thing that makes online customers back to the company's website is a loyal feeling caused by the good service provided by the company.
Adorable Projects is an online store in Indonesia that sells a variety of women's fashion products ranging from shoes, clothing, accessories, bags, and various other products. Adorable Projects itself as one of the users of e-commerce technology realizes that competition in the e-commerce industry today is getting tighter and every company should be able to keep e-satisfaction of its customers so as not to move to competitors. Realizing that, to keep the consumer e-satisfaction Adorable Projects continue to strive to maintain its quality from all aspects ranging from quality products to quality service to consumers who make purchases online. This is in accordance with the slogan of Adorable Projects: It's all about quality, not quantity. Customer satisfaction is our goal. We offer 24/7 services, you can shop with us anytime!.
In maintaining e-satisfaction from its customers, Adorable Projects continues to provide the best e-service quality to its customers. As one of the fashion brands that market their products online, Adorabe Projects implements different services compared to offline stores. With so many competitors moving in the industry, Adorable Projects realizes that consumers have a big role to play in their company's progress. In making consumers feel e-satisfaction, Adorabe Projects realizes that giving good e-service quality is one of the important points to note. Therefore, Adorable Projects continues to make innovations and developments in terms of quality so that customer satisfaction can be maintained.
II. LITERATURE REVIEW
E-Service Quality
Definition of E-Service Quality
Zeithaml et al (2002) states that "the quality of service in e-commerce or e-service quality is defined as how much the ability of the website to provide the shopping experience, payment and delivery of products effectively and efficiently." In addition, e-service quality is defined as an overall customer evaluation and an assessment of the superiority and quality of service delivery in the virtual market "(Santos, J. 2003: 235).
Dimension of E-Service Quality
According to Hongxiu Li, Reima Suomi (2009) there are eight dimensions of E-Service Quality:
- Website Design
The tangible or tangible elements on the servqual scale refer to the physical facilities, equipment and staff appearance. In the virtual environment of e-services, the real elements are focused only on website design as it is the consumer's main access in the successful purchasing process. Disadvantages of website design can result in a negative impression on the quality of the website for customers, and customers can get out of the buying process. Websites are a starting point for customers to gain confidence.
- Reliability
Based on some empirical studies, reliability or reliability is the most important dimension of e-service quality, which is also an important dimension of the SERVQUAL scale. In a virtual environment, it is important to make customers believe in what the organization or company promises.
- Responsiveness
Compared with responsiveness or responses in SERVQUAL, the concept of response scales in e-servqual is narrower and smaller. In e-services, companies provide customers with fast service through digital media when customers have questions or problems, so they can make customers feel more comfortable during their purchase and are constantly buying without interruption.
- Security
Security is related to free from danger, threat or doubt during service process. This dimension plays an important role in electronic service. Customers perceive enormous risks in the virtual environment of e-services such as the use of financial data and personal data. This is an important obstacle for customers to want to make online purchases.
- Fulfillment
In e-service, it is important to provide customers with information about the products or services provided when the consumer makes a purchase. Misinformation may adversely affect the intensity of consumer purchases. In addition, flexibility in purchases can increase consumer confidence in the company.
- Personalization
In e-service, the interaction between the customer and the company provides an opportunity for the company to collect information about the customer, such as customer buying habits, customer needs, customer preferences and so on which enables the company to offer customer personalization services. Customer personalization can increase customer satisfaction, so customers are reluctant to try other companies and become loyal.
- Information
Information is important for customer purchasing decisions because they can not physically see what they will buy and what their company looks like. Customers need comprehensive information to help them make purchasing decisions.
- Emphaty
Although there is no direct human interaction in the e-service process, there are some human interactions that involve e-services such as e-mail communication. The response of the company to the customer must always be in accordance with the needs and visible to understand the needs of customers. In a virtual environment, empathy is very important and affects customer perceptions of service, although not face-to-face.
E-Satisfaction
Definition of E-Satisfaction
According to Ranjbarian et al., (2012: 1498) e-satisfaction or online customer satisfaction is the result of consumer perceptions of trading convenience / online transaction mode, site design, security, and service ". Szymanski and Hise (2000: 316) in his study conceptualized e-satisfaction as a consumer assessment of their experience with retail internet compared to their experience with traditional retail stores
E-Satisfaction Indicators
According to Ranjbarian et al., (2012: 1507), in measuring e-satisfaction, can be used several indicators as follows:
- Willingness to re-purchase
Consumers who feel satisfied when shopping on an online site tend to make repurchase on the same site in the future. This is because consumers already have the confidence and confidence in the performance of the site where they get a good experience when shopping there before.
- Increased frequency of visiting sites
In addition to the willingness to make repeat purchases, satisfied customers after shopping on an online site will also tend to visit the site more often. Consumers will re-visit the site to see the latest products offered or even do the desired product search.
- Make recommendations to other parties
Satisfied customers will also be encouraged to inform others of their satisfying and enjoyable experiences when shopping on a site and also recommend to others to shop on the site.
- A satisfying shopping experience
This is related to consumer perceptions of the experience he felt when shopping on an online site. Shopping experience is fun and in accordance with what is expected oeh consumer will lead to feelings of satisfaction in the consumer self.
- Feelings of satisfaction with the service given in its entirety
Every consumer of course expects that the online shop where they shop can meet their needs and provide the best service. When the services provided in accordance or even exceed the expectations of consumers, it will emerge a sense of satisfaction in the consumer self.
III. METHODS
The research method used in this research is descriptive verivikatif method. Descriptive research aims to obtain a condition of E Service Quality and E Satisfaction on Adorable Project. Verification research basically wants to test the truth of data collection in the field. In this study tested about the influence of E Service Quality on E satisfaction on Adorable Project. Given this research is descriptive verivikatif implemented through data collection field, then the research method that will be used is explanatory survey method.
IV. RESEARCH RESULT AND DISCUSSION
From the results of research conducted by researchers, E-Service Quality applied by Adorable Projects are in good condition. E-service quality consists of eight dimensions of website design, reliability, responsiveness, security, fulfillment, personalization, information, emphaty.
The highest score on the e-service quality variable is the security dimension. Safety in shopping is one of the most important factors in online shopping today. With so many criminal and criminal acts right now, every online store including Adorable Projects continues to strive to maintain its company's image in terms of security to its customers.
While dimensions that have the lowest score is on the dimensions of website design as well as on one indicator of fulfillment that is information about product availability. From the results of the distribution of questionnaires conducted by the authors, consumers of Adorable Projects feel Adorable Projects website still has some drawbacks in terms of menu display that is still considered less organized and organized as well as the process to conduct shopping transactions that are considered easier and efficient for consumers by relating in directly to customer service than through the website. In addition, in terms of information on the availability of less updated products on social media and websites from Adorable Projects and the process of restocking products that are sometimes still a long time, also be some things that should be the focus of Adorable Projects to be improved.
The quality of a website will affect the satisfaction of consumers who shop online. The higher the quality of a website including in terms of its design, it will increasingly attract the attention of users to access the website. This is consistent with the results of research by Cho and Park in Lee and Lin (2005: 164) who examined the e-commerce consumer satisfaction index (ECUSI) for internet shopping, where they found that customer satisfaction can be assessed using the quality of website design. Wolfinbarger and Gilly in Lee and Lin (2005: 164) also suggested that website design can be a powerful predictor of customer quality assessment, satisfaction, and loyalty to internet retailers. In addition, the dimension of fulfillment refers to the success of the website in delivering its products or services and its ability to correct errors that occur during the transaction process (Ho and Lee, 2007: 1437). According to Wolfinbarger and Gilly in Ho and Lee (2007: 1438) websites that seek to minimize dissatisfaction with the services provided will reach a higher level than a quality evaluation provided by its customers.
In addition to the e-satisfaction of consumers Adorable Projects are also in high condition. This is evident from the intensity of consumers for high repeat purchases, increased frequency of site visits made by consumers after first shopping at Adorable Projects, customer willingness to provide recommendations to others to shop at Adorable Projects, high satisfaction felt by consumers over experience of shopping, and overall satisfaction with the services provided by Adorable Projects.
The highest score on the e-satisfaction variable is the overall satisfaction indicator of the service. From this it can be concluded that overall Adorable Projects consumers have been satisfied with the services provided by Adorable Projects. Adorable Projects as one of the online shop that sells various fashion products women continue to strive in providing the best service to consumers.
While for indicators that have the lowest score of respondents is an indicator of increasing frequency in visiting the site. Adorable Projects need to take strategic steps and do some treatment as an effort to increase the frequency of consumers in visiting the website and social media, because this can affect the level of customer satisfaction and the level of sales of Adorable Projects in the future. This is in accordance with the proposed by Kim and Jackson (2009: 60) which states that customer satisfaction is the level of how satisfied / dissatisfied and happy / not happy with his experience in shopping. Customer satisfaction itself is also the best indicator to see the interest and inclination of consumers to return to the site again if they will make another purchase for the same product category.
In addition to illustrating the relationship between e-service quality score and e-satisfaction, a simple linear regression equation analysis was obtained from the calculation using SPSS version 20.0. Based on the results of these calculations, can be written a simple linear regression equation: Ŷ = 0.328 + 0.204X. The constant value a denotes the average value of the e-service quality score when the e-satisfaction is unchanged or fixed (0) is 0.328. The regression coefficient X of 0.204 shows the e-satisfaction score that will increase as e-service quality increases. The equation means that each increase of 1 score of e-service quality variable will affect the increase of e-satisfaction variable of 0.204. The equation of this study illustrates the relationship between e-service quality score and e-satisfaction as follows: Y = 0.746 X. From this equation can be interpreted that every 100% increase in e-service quality will result in increased e-satisfaction amounted to 76.4%.
And based on the output of the calculation using SPSS version 20.0 obtained coefficient of determination is 55.7%. This can be interpreted that the e-service quality variable of 55.7% is influenced by e-satisfaction and the rest is influenced by other factors not examined. The influence of e-service quality (X) on e-satisfaction (Y) of 55.7% is in medium category. It states that e-service quality is able to influence the level of e-satisfaction on the consumers indicated by good service in terms of website design, reliability, responsiveness, security, fulfillment, personalization, information and emphaty conducted by Adorable Projects.
In addition, based on calculations SPSS version 20.0, also obtained t count value of 8.754 and a significance value of 0.000. Through this calculation, we get tcount (8,754)> ttable (0,248) or significance value (0,000) <α (0,05), then H0 from this research is rejected and H1 accepted which means that there is influence between e-service quality (X) e-satisfaction (Y).
V. CONCLUSION
- The condition of e-service quality in Adorable Projects, based on research results included in the high category. This shows that the e-service quality provided by Adorable Projects is considered good by consumers who have made purchases at Adorable Projects. Dimensions that have the highest rating is in terms of security. However, in addition there are dimensions and indicators that have the lowest rating of respondents, namely the dimensions of website design as well as on one indicator of fulfillment that is information about product availability.
- Condition of e-satisfaction in Adorable Projects, based on research results included in the high category. This indicates that consumers of Adorable Projects are already getting high e-satisfaction in shopping at Adorable Projects. The highest rated indicator is from the overall satisfaction indicator of the service. While the indicators that have the lowest assessment of the respondents is an indicator of increasing frequency in visiting the site. For that Adorable Projects need to take strategic steps and do some treatment as an effort to increase the frequency of consumers in visiting the website and social media.
- Hypothesis in this research accepted that there is significant and positive influence between e-service quality (X) to e-satisfaction (Y). This indicates that if e-service quality is higher, then e-satisfaction from the company will also be higher. In addition from the calculation of the coefficient of determination where e-service quality is able to explain the e-satisfaction of 55.7%, while the rest of 44.3% comes from other unextracted constants.
VI. SUGGESTION