PENGARUH PERSEPSI KEAMANAN, PENGALAMAN, KEANEKARAGAMAN PRODUK TERHADAP KEPERCAYAAN DAN KEPUASAN SERTA DAMPAKNYA TERHADAP LOYALITAS PADA SITUS E-COMMERCE B2C ZALORA

Abstract

This study is aimed to analyze the perceived security, experience, and product differentiation on trust and satisfaction and the impact on loyalty. This study was conducted at e-commerce B2C site called Zalora. The population of the study was all consumers who had ever done purchase transaction in Zalora. By testing 150 respondents, this study used 6 variables, 26 indicators, and 8 hypothesis. The analysis method was used quantitative method with AMOS as the analysis instrument. The result of the study show that perceived security has a positive and significant impact on trust, perceived security has a positive and significant impact on satisfaction, experience has a negative impact on trust, experience has a negative impact on satisfaction, product differentiation has a positive and significant impact on trust, product differentiation has a positive and significant impact on satisfaction, trust has a positive and significant impact on loyalty, and satisfaction has a positive and significant impact on loyalty.