ABSTRAK
Zaskya Ansiya Ahha (66160084), Upaya Meningkatkan E-Satisfaction
Melalui E-Trust dan E-Service Quality Pada Pengguna E-Commerce C2C
Shopee di Kota Bandung.
Perkembangan internet saat ini semakin pesat memberikan perubahan
besar kepada gaya hidup online masyarakat, hal ini juga berdampak kepada
perkembangan e-commerce. C2C merupakan jenis e-commerce yang paling
diminati, Shopee merupakan e-commerce yang termasuk jenis C2C. Berdasarkan
Data Ketidakpuasan Aplikasi Online Shop, Shopee masih mendapatkan penilaian
yang termasuk tinggi pada tingkat ketidakpuasan, sehingga perlu untuk
memperhatikan aspek kepuasan konsumen, kepuasan konsumen dalam konteks ecommerce dikenal dengan e-satisfaction. Ada beberapa faktor yang bisa
mempengaruhi e-satisfaction yaitu e-trust dan e-service quality. Tujuan dari
penelitian ini untuk mengetahui seberapa besar pengaruh e-trust dan e-service
quality terhadap e-satisfaction secara parsial maupun simultan. Metode yang
digunakan dalam penelitian ini adalah metode penelitian kuantitatif berbentuk
survei, dan pengumpulan data diperoleh dari penyebaran kuesioner kepada
pengguna e-commerce C2C Shopee dengan jumlah sampel sebanyak 100
responden di Kota Bandung dengan menggunakan rumus RaoPurba dengan
pengukuran skala likert. Hasil penelitian menunjukkan e-trust berpengaruh positif
dan signifikan terhadap e-satisfaction, e-service quality berpangaruh positif dan
signifikan terhadap e-satisfaction. e-trust dan e-service quality secara simultan
berpangaruh positif dan signifikan terhadap e-satisfaction, maka e-trust dan eservice quality terbukti dapat menjadi upaya untuk meningkatkan tingkat esatisfaction.


ABSTRACT
Zaskya Ansiya Ahha (66160084), Efforts to Increase E-Satisfaction Through
E-Trust and E-Service Quality in C2C Shopee E-Commerce Users in The City
Of Bandung.
The development of the Internet today is rapidly giving big changes to the
community's online lifestyle, it also affects the development of e-commerce. C2C
is the most desirable type of e-commerce, Shopee is an e-commerce that includes
the type of C2C. Based on the Online Shop application dissatisfaction Data,
Shopee is still gaining ratings that include high on the level of dissatisfaction, so
it is necessary to pay attention to the aspect of consumer satisfaction, consumer
satisfaction in an e-commerce context known as e-satisfaction. There are several
factors that can affect e-satisfaction of e-trust and e-service quality. The purpose
of this research is to know how much influence e-trust and e-service quality to Esatisfaction partially or simultaneously. The methods used in this research are
quantitative research methods in the form of surveys, and data collection is
derived from the dissemination of questionnaires to C2C Shopee e-commerce
users with a sample amount of 100 respondents in the city of Bandung using the
RaoPurba formula with a measurement of Likert scale. The results showed the etrust to influence positive and significant e-satisfaction, e-service quality had a
positive and significant effect to e-satisfaction. E-trust and e-service quality are
simultaneously positive and significant to e-satisfaction, so e-trust and e-service
quality proved to be an effort to increase e-satisfaction level.