Customer Satisfaction Evaluation on Tokopedia E-Commerce Platform under Belt and Belt and Road Initiative

Abstract

This research intended to study the Customer Satisfaction Evaluation on Tokopedia E-Commerce Platform under Belt and Road Initiative where this is based on the dimensions of performance, features, reliability, conformance, durability, serviceability, aesthetics, and perceived quality. The method used in this research is observation, questionnaires, and literature. While for the data analysis technique used is Multiple Linear Regression Analysis. The author takes an object of research in the year 2021 with a total sample of 358 respondents. Data collection technique that is adopted is convenience sampling method. The author distributed the questionnaires with 39 questions using dimensional performance, feature, reliability, conformance, durability, serviceability, aesthetics, and perceived quality. Belt and Road Initiative (BRI) through Indonesia’s E-Commerce Platform Tokopedia, Performance (X1), Reliability (X2), Feature (X3), Conformance (X4), Durability (X5), Serviceability (X6), Aesthetics (X7), Perceived Quality (X8) simultaneously affects the dependent variable Customer Satisfaction (Y). The percentage of the influence of the independent variables on the dependent variable is shown by the coefficient of simultaneous determination (R2). In this study, the magnitude of the R Square is 0.979. This means that the rise and fall of the dependent variable, namely performance (Y), is influenced by the independent variables, namely Performance (X1), Reliability (X2), Feature (X3), Conformance (X4), Durability (X5), Serviceability (X6), Aesthetics (X7), Perceived Quality (X8) by 97.9% while the remaining 2.1 percent is influenced by other variables outside of this study. There is a positive significant influence of Belt and Road Initiative (BRI) through the Product Quality towards the Customer Satisfaction Evaluation of Tokopedia Indonesia.

Keywords: Belt and Road (BRI), Customer Satisfaction, Product Quality, Tokopedia

DOI: 10.7176/JESD/12-6-02

Publication date:March 31^st 2021