PENGARUH KEMUDAHAN, KEPERCAYAAN, DAN KEAMANAN TERHADAP KEPUASAN PELANGGAN MELALUI KEPUTUSAN PEMBELIAN PADA TOKO ONLINE TOKOPEDIA

Abstrak

This study aims to determine the direct and indirect effects of convenience, trust and security on
customer satisfaction through purchasing decisions on the Tokopedia online shop. The variables
used in this research are independent, intervening, and dependent variables. The independent
variables in this study are Ease (  ), Trust (  ), and Security (  ). The intervening variable in
this study is the Purchase Decision (  ). And the closest variable in this study is Customer
Satisfaction (  ). The sample was determined by purposive sampling technique. By distributing
questionnaires with a sample of 100 respondents. Then the data were processed using SPSS 24.0
software to test the validity and reliability and to verify the answer to the research hypothesis
using the SmartPLS 3.0 software. The results of this study indicate that there is a significant
effect of convenience, trustworthiness, and security on purchasing decisions. There is a
significant effect of purchasing decisions on customer satisfaction. There is a significant effect of
convenience and security on customer satisfaction, but the variable of trust has no effect on
customer satisfaction. And there is no significant effect of convenience, trust, and security on
customer satisfaction through purchasing decisions on the Tokopedia online shop .