Customer’s Trust on Online Cosmetic Products in Bandung Area

Gusti Ayu Sisyena Ramanthy

Faculty of Economics and Business, Telkom Universisty Indonesia

Email; ayusisyena@gmail.com

ABSTRACT

In the current era of globalization, the development of technology and

software creates the possibility that people can make transactions to buy a product
that is electronically confined because the use of the internet in the current era of
globalization is increasingly varied, even the internet in the current era of
globalization is used by the public to carry out buying and selling activities goods /
services. The public can purchase a product electronically without bothering to go
to an offline store. In the current era of globalization, the role of online shop is very
important and the competition is increasingly fierce. The online shop conducts
buying and selling of goods / services can be done through social media and can be
done through a website or online application. With the ease of carrying out activities
of buying and selling goods / services, the online shop must also continue to pay
attention to satisfaction and maintain customer confidence. This study aims to find
out 1) The influence of customer’s trust in deciding to purchase products online 2)
The satisfaction of customers influential in deciding on purchasing products online
3) The trust and satisfaction of customers influence simultaneously in deciding the
purchase of products online. This research was conducted by questionnaire method,
the scope of this research was conducted to the people in the area of Bandung.

Keywords: customer, customer’s trust, customer’s satisfication, internet, product

I. INTRODUCTION

Along with the development of an increasingly advanced era and

increasingly sophisticated in the field of technology, every need and community
life requires the internet and in the internet there is mass media (online). So that
in the current era of globalization, people in meeting needs both in meeting
secondary needs and other needs through the mass media (online). With the
online buying and selling of goods / services, people use it to meet their needs
 and desires, with the online buying and selling of goods / services makes it easy
for people to buy the products needed without the hassle of coming to the store
directly and wasting even more time. But with the online buying and selling
activities, not a few customers feel disappointed because when the goods they
ordered arrived in his hands, it turned out that the product received did not
match the picture. After that, the reduction in customer confidence to conduct
online buying and selling activities again because previous experience does not
make customers feel satisfied. So maintaining customer’s trust and satisfaction
is very important because it will have an impact on the online shop's image and
also to get loyal customers to the online shop.

II. LITERATURE REVIEW

A. Customer

According to Lupiyoadi (2001: p. 43), people who buy goods and

services are called customers. And According to Hamdani (2006: p. 174), a
customer is someone who uses or enjoys an item or service and comes
repeatedly to the same place when they want an item or service because they
are satisfied. And then the customer can also be referred to as an individual
or group that enjoys a product or service based on consideration of prices
and offers that are communicated through telephone calls, letters, and
emails sent periodically (Greenberg, 2010: p 08). Another definition from
Nasution (2014: p 102), a customer can also be defined as someone who
buys and uses products or services from a company. Customers are also
defined as people who buy or use goods or services permanently (KBBI,
2008).

B. Customer’s Trust

According to Straub (2004) inferred that the higher level of customers'

trusts, the higher those levels are about customer purposeful buys. Then
according to Laely (2016: p. 63) High consumer’s confidence in a company
will give satisfaction to consumers in using products or services. Then
customer’s trust can be defined as the foundation of the business which is a
way to create and retain consumers. According to Diza (2016) Customer’s
trust has a positive and significant role on customer satisfaction variables.
And also according to Leninkumah (2017) The more dissatisfied customers
will show if customers have low trust in a company, then there is a
significant positive relationship between customer’s satisfaction and
customer’s trust. According to Kotler and Armstrong (2001: p. 9). As stated
by Ogi (2016) found that customer’s trust needs a sure further noteworthy
impact with respect to client fulfillment variables.

C. Customer’s Satisfication

According to Tjiptono (2011: p. 433), customer’s satisfaction can be

defined as a feeling or impression of the customer's experience in the use of
a product or service. Then according to Antunes (2016), customer’s
satisfaction can also create a sense of trust towards companies that offer
products or services. Then, customer’s satisfaction can also be likened to an
emotional response but in a positive way to the customer's experience in
using products or services (Wilkie, 1994: p. 541). There is a strategic bond
between the level of customer’s satisfaction with the overall appearance of
the company (Lovelock et al, 2005: p. 57) While according to Kotler and
Keller (2013: p. 194), the definition of customer’s satisfaction is the phase
in which the state of one's feelings is the result consideration between the
end product product that the customer receives and the customer's
expectation.

D. Internet

The internet is a computer network that connects between networks

widely (Sibero, 2011: p. 10). Then According to William F. Slater defines
the internet is a network that is composed of various kinds of networks and
menguhungkan some computer communication networks and form and act
as a large network for transportation of data and messages to all parts of the
world (Diana and Tjiptono, 2007: p. 3). And according to Sarwono (2012:
p. 17), the Internet is a collection of networks with global equivalents. There
is no one person or group responsible for running the internet. The internet
can also be defined as a container or a place to communicate globally that
 connects all of the world's computers even though the operating system and
machines are different (Ahmadi and Hermawan, 2013: p. 68). And also
according to Peelen (2005: p. 373), the internet is a universal computer
network and each network consists of a variety of computers and can be
used to gain access to programs, data, and information.

E. Product

Products are all things that can be offered into the market to be used,
owned, consumed so that it can satisfy a desire or all needs (Kotler and
Keller, 2007: p. 4). According to Lupiyoadi (2010: p. 28), the concept of an
object or an overall process that provides some value to consumers is called
a product (Lupiyoadi, 2010: p. 28). Products are also defined as anything
that can be offered by producers to consumers so that they can be owned,
consumed, or used to fulfill the needs or desires of consumers (Thiptono,
2008: p. 95). According to Kotler and Armstrong (2001: p. 11), everything
that includes physical objects and services that can be offered into the
market so that it can be owned, used or consumed can satisfy a desire or
need. Products can also be defined as anything that has a measure of value
in a market where its ability to provide use and satisfaction, including goods
and services (David W, 2001: p. 3).

III. CONCLUSION

The results of conducting research using a questionnaire method with the

scope of society in the area of Bandung, namely the existence of online trading
activities of goods / services greatly help customers in meeting their daily needs
without the need to waste time coming to the store. Therefore, customer trust and
satisfaction with online products is very influential on customers because it will
have an impact in deciding the online trading activities of goods / services to the
online shop.