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Analysis of Influence of Internet Retail Service Quality (IRSQ) to Consumer Online Shopping Satisfaction at www.kebanaran.com

Analysis of Influence of Internet Retail Service Quality (IRSQ) to Consumer Online Shopping Satisfaction at www.kebanaran.com

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Published by ijcsis
The purpose of this research was to determine the influence of Internet Retail Service Quality (IRSQ) (website performance, access, security, sensation, and information) to the satisfaction www.kebanaran.com online shoppers. The method of analysis used was path analysis. Based on the research results influence IRSQ variables (performance, access, sensation, and information security), performance variables (X1), access (X2) and sensation (X3) had no significant effect on satisfaction (Y). It showsthat the online shopping website www.kebanaran.com already apply standard terms online stores in general, such as membership, has a return policy, a unique craft product offerings, the choice of language, the choice of currency, the chatroom facility, the product ctalogue about images from different angles and so forth, so that consumers be sure to purchase products through the online shopping website www.kebanaran.com. Security variable (X4) and information (X5) has a significant effect on satisfaction (Y). This shows that security is applied and the importance of information for consumers such as information availability, quality productsinformation, accurate product information is essential so that consumers do not hesitate to deal transaction use online shopping website www.kebanaran.com.
The purpose of this research was to determine the influence of Internet Retail Service Quality (IRSQ) (website performance, access, security, sensation, and information) to the satisfaction www.kebanaran.com online shoppers. The method of analysis used was path analysis. Based on the research results influence IRSQ variables (performance, access, sensation, and information security), performance variables (X1), access (X2) and sensation (X3) had no significant effect on satisfaction (Y). It showsthat the online shopping website www.kebanaran.com already apply standard terms online stores in general, such as membership, has a return policy, a unique craft product offerings, the choice of language, the choice of currency, the chatroom facility, the product ctalogue about images from different angles and so forth, so that consumers be sure to purchase products through the online shopping website www.kebanaran.com. Security variable (X4) and information (X5) has a significant effect on satisfaction (Y). This shows that security is applied and the importance of information for consumers such as information availability, quality productsinformation, accurate product information is essential so that consumers do not hesitate to deal transaction use online shopping website www.kebanaran.com.

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(IJCSIS) International Journal of Computer Science and Information Security,Vol. 10, No. 12, 2012
Analysis of Influence of Internet Retail Service Quality (IRSQ) toConsumer Online Shopping Satisfaction at www.kebanaran.com
Imam TahyudinDepartment of Information SystemSTMIK AMIKOM PURWOKERTOPurwokerto, Indonesia
.
 
 Abstract
 
 – 
 
The purpose of this research was todetermine the influence of Internet Retail ServiceQuality (IRSQ) (website performance, access,security, sensation, and information) to thesatisfaction www.kebanaran.com online shoppers.The method of analysis used was path analysis.Based on the research results influence IRSQvariables (performance, access, sensation, andinformation security), performance variables (X1),access (X2) and sensation (X3) had no significanteffect on satisfaction (Y). It showsthat the onlineshopping website www.kebanaran.com alreadyapply standard terms online stores in general, suchas membership, has a return policy, a unique craftproduct offerings, the choice of language, thechoice of currency, the chatroom facility, theproduct ctalogue about images from differentangles and so forth, so that consumers be sure topurchase products through the online shoppingwebsite www.kebanaran.com. Security variable(X4) and information (X5) has a significant effecton satisfaction (Y). This shows that security isapplied and the importance of information forconsumers such as information availability, qualityproductsinformation, accurate product informationis essential so that consumers do not hesitate todeal transaction use online shopping websitewww.kebanaran.com.
Keyword: Service Quality, Satisfaction, OnlineShop
I.
 
INTRODUCTION
There are some experts who definesconsumer satisfaction, satisfaction is the level of feelings after comparing the performance or resultswith the expectations [7]. According to Tse andWilton, consumer satisfaction or dissatisfaction isthe consumer response to the evaluation of theperceived discrepancy between prior expectationsand actual performance of the product that is feltafter consumption [15]. Wilkie define it as anemotional response to the evaluation of theexperience of the product or service consumption[15]. Engel states that satisfaction is an evaluationafter purchase as the chosen alternative at leastequal or exceed consumer expectations, whiledissatisfaction arise if the results do not meetexpectations [15]. This suggests that to meetconsumers' satisfaction are necessary to identify theconsumers' expectations and then realize theseexpectations, so that consumers feel satisfied.Among the companies are selling theirproducts online. Higher internet penetration and thegrowing retail business that markets products andservices by online demand the differencesmeasurement of service quality between electronicretail services and the conventional services.Measuring the quality of services is intended tosatisfy the consumer.Quality of services centered on addressingthe needs and wants of the consumer and deliveryaccuracy to offset consumer expectations [14].According to Janda, Trocchia, and Gwinner [16]conducted research on consumer perceptions of Internet retail service quality and developmeasurement scale that examined the quality of services from the perspective of the consumer.Measurement scale is organized into five maindimensions, namely: website performance, access,security of online shopping, shopping sensation,and information. The purpose of this research wasto determine the influence of internet retail servicequality (performance website, access, security,sensation, and information) to the consumer onlineshopping satisfaction at www.kebanaran.com.
II.
 
SERVICES QUALITY
The concept of services quality proposedby the Parasuraman et al. are relatively similar tothe expectation paradigm which developed in thesatisfaction research. In the research byParasuraman et al measure consumer expectationsfor service company, these is consumers trust andthe perception of reality regarding services received[14].According Tjiptono stated that quality of services centered on addressing the needs andwants of the consumer and delivery accuracy tooffset consumer expectations [14]. So there are twomain factors that affect the quality of services,according to Parasuraman, namely expected serviceand perceived service. If the services received orperceived as expected, the perceived service quality
30http://sites.google.com/site/ijcsis/ISSN 1947-5500
 
(IJCSIS) International Journal of Computer Science and Information Security,Vol. 10, No. 12, 2012
and satisfactory [14]. If the services receivedexceed consumer expectations, the quality of service perceived as the ideal quality. Conversely,if the services received is lower than what isexpected, then the perceived poor quality of services.According to Zeithaml, consumerexpectations for quality of a service is formed by:a
. Enduring Service Intensifiers
This factor is a factor that is stable andencourage consumers to increase theirsensitivity to services. This includesexpectations caused by others and one'spersonal philosophy towards services.b.
Personel Needs
One feels the need for fundamental welfare isalso very decisive expectations. These needsinclude the physical, social and psychological.c
. Transitory Service Intensifiers
This factor is a temporary individual factorsthat increase the sensitivity of consumers tothe service, including:1)
 
An emergency situation when aconsumer really needs the services andwants the company can help.2)
 
The consumer consumed the last servicecan also be a reference to determine themerits of subsequent services.d.
Perceived Service Alternatives
It is the consumer's perception of the level ordegree of service other similar companies. If consumers have few alternatives, the hopesfor a service tends to be greater.e.
Self Perceived Service Roles
This factor is the consumer's perception of thelevel or degree of involvement in influencingthe services it receives.f.
 
Situational
Factors
This factor consists of all the possibilities thatcould influence the performance of serviceswhich are beyond the control of the serviceprovider.g.
 
Explicit
Service Promises
This factor is the states of organization abouttheir services to consumer. This promise asadvertisment, personal selling, comunicationswith the employee.h.
 
Implicit
Service Promises
Regarding the instructions relating to servicesthat allow consumers about the service andhow it should be provided.i.
Word of Mouth
(rekomendasi/saran dari oranglain)Is a statement made by someone other thanthe organization to consumers. Word of mouth is usually more readily accepted by theconsumer, as are those that convey a credibleas experts, friends, family and mass mediapublications. j.
Past Experience
 Past experience includes the things they havelearned or known consumers from everreceived in the past. This consumerexpectations evolve over time, as more andmore consumers as well as informationreceived increasing numbers of consumerexperience [14].According Wyckof defined service qualityis the level of excellence expected and control overthe level of excellence to satisfy the consumer [13].In defining the quality of service, there are someadditional characteristics that should be considered.Garvin identified eight dimensions of quality, suchas the performance characteristics of the operationson core products, features or additional privileges,compliance with specifications durability,serviceability, aesthetics and perception of quality[13]. However, most of the dimensions are moreappropriately applied in manufacturing, thereforemodified into seven dimensions that can be appliedto service industries such as:a.
 
Function, the primary performance of theservices requiredb.
 
Characteristics or additional features, theexpected performance or complementarycharacteristics.c.
 
Conformance, a decision which is based onthe fulfillment of specified conditions.d.
 
Reliability, belief in services in relation totime.e.
 
Serviceability, the ability to make repairs if there is some mistake.f.
 
Aesthetics, consumer experience associatedwith feelings and senses.g.
 
Perception, reputation for quality.According to Janda, Trocchia, and Gwinnerconducting research on consumer perceptions of Internet Retail Service Quality and developmeasurement scale that examined the servicesquality from the perspective of the consumer.Measurement scale is organized into five maindimensions: website performance, access, securityof online shopping, shopping sensation, andinformation [16].
III.
 
CUNSOMER SATISFACTION
In the services marketing literature,according to Bolton, Cronin and Taylor describedconsumer satisfaction as the decision on the basisof a specific service encounter [14]. This isaccordance with Oliver'S [14] looked at satisfactionis an emotional reaction that affects attitude. Fromthis perspective, Cronin and Taylor said thatconsumer satisfaction should confine the servicequality and trading decisions specific to long-termattitudes. Consequently cumulative effect of servicesatisfaction needs to be directed at the evaluation of global service quality frequently [14]. Therefore,the researchers found that satisfaction was preceded
31http://sites.google.com/site/ijcsis/ISSN 1947-5500
 
(IJCSIS) International Journal of Computer Science and Information Security,Vol. 10, No. 12, 2012
by the quality of service [13]. Other researchersfound the service quality and consumer satisfactiontested both a global perspective and the specifictransaction [13]. According to Oliver and Goosesatisfaction evaluation has been linked to the value[14], according to Kasper repeat purchase as wellas consumer loyalty to the company [14]. Of course, Fornell in his study of Swedish consumers,which, although quality and consumer satisfactionis important for all companies, so satisfaction ismore important than loyalty in the industry such asbanking, insurance, postal orders, andtransportation.Many experts who provide a definition of consumer satisfaction. That consumer satisfactionor consumer dissatisfaction is the consumerresponse to the evaluation of discrepancy ordisconfirmation perceived expectations previously(or other performance norms) and perceived actualperformance of the product after its use [17].Consumer satisfaction is an after-purchaseevaluation alterantif selected where at least give theresult (outcome) equal or exceed consumerexpectations, while dissatisfaction arise if theresults do not meet consumer expectations or inother words, consumer satisfaction is the behaviorof one's feelings after comparing performance (oroutcome) that he felt compared to his expectations[17].Generally, cunsomer expectations areestimates or beliefs about what cunsomers wouldreceive if bought or consuming a product (goods orservices). While the perceived performance is theconsumer's perception of what he received afterconsuming the products purchased [17].According to Janda, Trocchia, andGwinner conducting research on consumerperceptions of Internet Retail Service Quality anddevelop measurement scale that examined thequality of services from the perspective of theconsumer [16]. Measurement scale is organizedinto five main dimensions: website performance,access, security of online shopping, shoppingsensation, and information.According to Garvin in evaluating product,service consumers satisfaction generally usemultiple factors or dimensions, include [17]:a.
 
PerformanceThat is the principal operating characteristicsof the core product being purchased.b.
 
Features or additional privilegesThat secondary or complementarycharacteristicsc.
 
ReliabilityThat is unlikely to be damaged or fail to used.
 
Conformance to specificationsThe extent to which the design and operatingcharacteristics meet predetermined standards.e.
 
DurabilityWith regard to how long the product cancontinue to be used.f.
 
ServiceabilityIncludes speed, competence, comfort, easy torepair as well as a satisfactory complainthandling.g.
 
AestheticsProduct appeal to the five sensesh.
 
Perceived qualityThat is the image and reputation of theproduct and the company's responsibility to it.
IV.
 
RESEARCH FINDINGSA.
 
Path Analysis
To determine the influence of Internetretail service quality (performance website, access,security, sensation, and information) to theconsumer online shopping satisfaction atwww.kebanaran.com used path analysis. Havingtested the validity and reliability of the data andthen performed an ordinal transformation of datainto interval data by the method of succesiveinterval (MSI). Once the data is converted intointerval data and then do the pathanalysiscalculation. The results of path analysiscalculations can be seen in table 1.Table1. The results of path analysis calculationsTotal Influence of proportionallycoefficient of determination (R²) is 0.564, itsmean that 56.40 percent of change insatisfaction can be explained by the variationof the variable performance, access, sensation,security and information services. Residualinfluence apart from the coefficient of determination is 0.4360, meaning that 43.60percent is explained by other variables notexamined.
1.
 
F Test
To examine the path coefficientsused F test to describes jointly influencethe performance variable (X1), access(X2), sensation (X3), security (X4) andinformation (X5) satisfaction (Y). Fromcalculating F test obtained F count is23.757. Using the 95% significance
No
 
Variable
 
Pathcoef.
 
t -count
 
t -table
 
Sig.1
 
RealityPerformance0,138
 
1,615
 
1,9861
 
0,1102
 
Access reality 0,003
 
0,030
 
1, 9861
 
0,9763
 
Realitysensation-0,080
 
-0,989
 
1, 9861
 
0,3254
 
Security reality 0,275
 
3,005
 
1, 9861
 
0,0035
 
Realityinformation0,529
 
5,927
 
1, 9861
 
0,000Coefficient of determination= 0,564
 
F Count = 23,757
 
F table = 2,3134
 
32http://sites.google.com/site/ijcsis/ISSN 1947-5500

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