Analisis Pengaruh Quality, Image, Brand Equity, dan Value terhadap Loyalitas Seller sebagai Salah Satu Partner E marketplace di Lazada Indonesia
Penelitian ini bertujuan untuk mengetahui pengaruh dari beberapa faktor yaitu quality, image, brand equity dan value terhadap loyalitas seller sebagai salah satu partner e marketplace di Lazada Indonesia. Sampel diambil dengan menggunakan metode purposive sampling, dengan jumlah sampel sebanyak 82 responden. Teknik pengumpulan data menggunakan kuesioner dan literatur. Metode analisis yang digunakan adalah metode analisis regresi berganda untuk mengetahui pengaruh antara variabel variabel bebas terhadap variabel terikat. Hasil penelitian ini menunjukkan bahwa; 1) Kualitas e marketplace tidak berpengaruh positif dan siginifikan terhadap loyalitas seller 2) Citra perusahaan penyedia e marketplace berpengaruh positif dan signifikan terhadap loyalitas seller 3) Ekuitas brand perusahaan e marketplace berpengaruh positif dan signifikan terhadap loyalitas seller 4) Nilai yang dimiliki oleh perusahaan e marketplace berpengaruh positif dan signifikan terhadap loyalitas seller 5) Kualitas Pelayanan, citra perusahaan, ekuitas brand dan nilai perusahaan secara bersama sama berpengaruh positif dan signifikan terhadap loyalitas seller sebagai salah satu partner e marketplace di Lazada Indonesia. Loyalitas seller sebagai salah satu partner e marketplace di Lazada Indonesia terbukti dipengaruhi oleh keempat variabel yang diteliti yaitu sebesar 74% dan sisanya 26% dipengaruhi oleh faktor atau variabel variabel lainnya. Kata Kunci: Quality, Image, Brand Equity, Value, Loyalitas Seller 2 This study aims to determine the effect of e service quality, image, brand equity, and value to seller's loyalty as a partner in Lazada Indonesia e marketplace. Samples were taken by using purposive sampling method, with the total number of sample is 82 respondents. The technique of collecting data is using questionnaires and literatures. The analytical method that used in this research is multiple regression analysis to determine the effect of independent variables on the dependent variable. The results of this study indicate that; 1) E service quality does not affect significantly on seller's loyalty. 2) Image has a possitive and significant effect on seller's loyalty. 3) Brand Equity has a possitive and significant effect on seller's loyalty. 4) Value has a possitive and significant effect on seller's loyalty. 5) E Service quality, value, brand equity, and value jointly has a positive and significant effect on seller's loyalty as a partner in Lazada Indonesia e marketplace. The seller's loyalty shown to be affected by the independent variables in this study at 74% and 26% is influenced by other factors or variables. Keywords: Quality, Image, Brand Equity, Value, Seller's Loyalty DAFTAR PUSTAKA Arikunto, Suharsimi. 2006. Prosedur Penelitian Suatu Pendekatan Praktik. Jakarta: Rineka Cipta. Aydin Erdal, and Savrul Burcu Kilinc, 2014. The Relationship between Globalization and E Commerce Turkish Case, Procedia Social and Behavioral Sciences 150 1267 1276 Bresolles Gregory, Durrieu Francois, Senecal Sylvain. 2014. A consumer typology based on e service quality and e satisfaction. Journal of Retailing and Consumer Services 21, 889 896 Brunn Peter, Jensen Martin, Skovgaard Jakob. 2002. e Marketplaces: Crafting A Winning Strategy. European Management Journal Vol. 20, No. 3, pp. 286 298 Cunha. 2012. An E marketplace of Healthcare and Social Care Services: the perceived interest. Procedia Technology 5, 959 966 Chi Hsin Kuang, Yeh Huery Ren, Yang Ya Ting. 2009. The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty. The Journal of International Management Studies, Volume 4, Number 1 Chien Shu Hua, Chen Ying Hueih, Hsu Chin Yen. 2012. Exploring the impact of trust and relational embeddedness in e marketplaces: An empirical study in Taiwan. Industrial Marketing Management 41, 460 468 Chircu Alina.M. Mahajan Vijay. 2006. Managing electronic commerce retail transaction costs for customer value. Decision Support Systems 42, 898 914 D'ambra John, Ramburuth, Prem. Vatanasakdakul, Savanid. 2010. IT Doesn't Fit! The Influence of Culture on B2B in Thailand. Journal of Global Information Technology Management (Ivy League Publishing) 10 38 Ghozali, Imam. 2006. Aplikasi Analisis Multivariate dengan Sess. Cetakan Keempat. Semarang: Badan Penerbit Universitas Diponogoro 2011. Aplikasi Analisis Multivariate dengan Program IBM SPSS19, Badan Penerbit Universitas Diponegoro, Semarang. 2005. Aplikasi Analisis Multivariate Dengan Program SPSS. Semarang: UNDIP Goes Paulo, Tu Yanbin, Tung Y.Alex. 2013. Seller heterogeneity in electronic marketplaces: A study of new and experienced sellers in eBay. Decision Support Systems 56, 247 258 Gunasekaran, A. Marri, H. B. McGaughey, R. E. Nebhwani, M. D. 2002. E Commerce and its impact on operations management. International Journal of Production Economics, 75,185 197. Hashemi Malayeri, B dan Bastani, F.2000. An introduction to the Internet and the World Wide Web, Part I, Journal of Medical Sciences, TarbiatModarres University, Summer 77, Issue 1, pp. 111. Ho Shu Chun, and Kauffman Robert.J. 2010. Internet based selling technology and e commerce growth: a hybrid growth theory approach with cross model inference. Inf Technol Manag, 12:409 429 Hong Ilyoo B. 2015. Understanding the consumer's online merchant selection process: The roles of product involvement, perceived risk, and trust expectation. International Journal of Information Management 35, 322 336 Janita M.Soledad, and Miranda F.Javier. 2013. The antecedents of client loyalty in business to business (B2B) electronic marketplaces. Industrial Marketing Management 42 814 823 Juntunen Mari, Juntunen Jouni, Juga Jari. 2010. Corporate brand equity and loyalty in B2B markets: A study amonglogistics service purchasers. Macmillan Publishers Ltd. Brand Management Vol. 18, 4/5, 300 311 Malhotra, Naresh, dan Birks, David, 2007. Marketing Research: An Applied Orientation 3 rd Edition. London: Practice Hall Nam Janghyeon, Ekinci Yuksel, Whyatt Georgina. 2011. Brand Equity, Brand Loyalty and Consumer Satisfaction. Annals of Tourism Research, Vol. 38, No. 3, pp. 1009 1030 Parasuraman, A. Zeithaml, V. A. Malhotra, A. (2005) E S QUAL a multiple item scale for assessing electronic service quality. Journal of Service Research, 7(3) 213 233. Pradiani, Theresia. 2014. Pengaruh Trait Competitiveness Terhadap Sales Performance (Studi Kasus di PT Allianz Life Indonesia) Jurnal JIBEKA, volume 8, 55 62. Rauyruen Papassapa, Miller Kenneth.E, Groth Markus. 2009. B2B services: linking service loyalty and brand equity, Journal of Service Marketing 23/3 175 186 Rayport, Jeffrey F and Jaworski, Bernard J. 2002. Introduction to E commerce. Mcgraw Hill Rong Huang and Emine Sarigollu. 2011. How Brand Awareness Relates to Market Outcome, Brand Equity and the Marketing Mix. Journal of Business Research, vol.65, pp.92 99. S. Muylle, A. Basu, 2008. Online support for business processes by electronic intermediaries, Decision Support Systems 45 (4) 845 857. Savrul Mesut, Incekara Ahmet, Sener Sefer. 2014. The Potential of E Commerce for SMEs in a Globalizing Business Environment, Procedia Social and Behavioral Sciences 150 35 45 Sekaran, Uma, Bougie, Roger, 2010. Research methods for business: a skill building approach. Bandung: Alfabeta Severi Erfan, and Ling Kwek Choon. 2013. The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity, Asian Social Science; Vol. 9, No. 3; 2013 Sugiyono. 2002. Metode Penelitian Administrasi. Bandung: CV Alfabeta 2008. Metode Penelitian Bisnis Cetakan Keduabelas. Bandung: Alfabeta 2010. Metode Penelitian Kuantitatif Kualitatif RND. Bandung: Alfabeta Syuhada Ahmad Anshorimuslim, dan Gambetta Windy. 2013. Online Marketplace for Indonesian Micro Small and Medium Enterprises Based on Social Media. Procedia Technology 11, 446 454 Tabachnick BG dan Fidel L.S, 2007. "Using Multivariate Statistic" (Fifth Edition) USA: Pearson Eduction Inc. Umar, Husein. 200. Metodologi Penelitian Untuk Skripsi dan Tesis Bisnis, Jakarta: PT. Gramedia Pustaka. White, A. Daniel, E. Ward, J. Wilson, H. 2007. The adoption of consortium B2B e market places: An exploratory study. Journal of Strategic Information Systems, 16, 71 103. Wu, Jen Her. Hisa, Tzyh lih. 2004. Analysis of E commerce innovation and impact: a hypercube model, Electronic Commerce Research and Applications Volume 3, Issue 4, Pages 389 404 Wang Shan, and Archer Norm. 2007. Business to business collaboration through electronic marketplaces: An exploratory study. Journal of Purchasing Supply Management 13 113 126 Zhao Jing, Wang Shan, Huang Wilfred.V. 2008. A study of B2B e market in China: E commerce process perspective. Information Management 45, 242 248 Zhao Kexin, Xia Mu, Shaw Michael.J. Subramaniam Chandrasekar. 2009. The sustainability of B2B e marketplaces: Ownership structure, market competition, and prior buyer seller connections. Decision Support Systems 47, 105 114 Zikmund, William G. 2003. Customer Relationship Management: Integrating Marketing Strategy and Information Technology. New Jersey: John Wiley and Sons Zuo Wenming, Huang Qiuping, Fan Chang, Zhang Zhenpeng. 2013. Quality management of B2C e commerce service based on human factors engineering, Electronic Commerce Research and Applications 12, 309 320