the influence of online sales promotion and online...

The Influence of Online Sales Promotion and Online Service Quality

toward Youth Customer Satisfaction that impacts

on Online Customer Loyalty at Lazada.com

By :

Siti Nurma Faujiah

1113081100010

MANAGEMENT DEPARTEMENT

INTERNATIONAL CLASS PROGRAM

THE FACULTY OF ECONOMICS AND BUSINESS

SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY

JAKARTA

1438H/2017M

i

THE INFLUENCE OF ONLINE SALES PROMOTION AND

ONLINE SERVICE QUALITY TOWARD YOUTH CUSTOMER

SATISFACTION THAT IMPACTS ON ONLINE CUSTOMER

LOYALTY AT LAZADA.COM

Undergraduate Thesis

Submitted to Faculty of Economics and Business in Partial Fulfilment of the

Requirements

For Acquiring Bachelor Degree of Economics

By:

Siti Nurma Faujiah

1113081100010

Under the supervision of

Cut Erika Ananda Fatimah, S.E., MBA

NIDN: 0318107403

DEPARTMENT OF MANAGEMENT

INTERNATIONAL CLASS PROGRAM

FACULTY OF ECONOMICS AND BUSINESS

SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY

JAKARTA

1438H/2017M

iii

SHEET STATEMENT

AUTHENTICITY SCIENTIFIC WORKS

Signature below:

Name : Siti Nurma Faujiah

Student ID : 1113081100010

Faculty : Economic and Business

Department : Management

Hereby declare that in the writing of this thesis, I;

1. Do not use other people‟s ideas without being able to develop and

accountable

2. Do not plagiarism of other people‟s work manuscript

3. Do not use other people‟s work without mentioning the original source

or without the owner‟s permissions

4. Do not manipulate and falsify the data

5. Own work and able to work responsible for this work

If in the future there is a demand from the other side of my work, and have been

accountably proved, is indeed found evidence that I have violated the above

statement, then I am already to be sanctioned according to rules applicable in the

Faculty of Economics and Business Syarif Hidayatullah State Islamic University

Jakarta.

Thus, this statement is truly made with sincerity.

Jakarta, Juli 2017

Siti Nurma Faujiah

iv

CURRICULUM VITAE

Personal Identities

Name : Siti Nurma Faujiah

Gender : Female

Place of Birth : Tangerang

Date of Birth : September 3rd

1995

Address : Pamulang 2 Benda Barat 13 c32 no.13

Phone/Mobile : 081297692099/083805565249

E-mail Address : [email protected]

Format Education

College : UIN Syarif Hidayatullah Jakarta

Senior High School : MAN 1 Serpong - Serpong

Junior High School : SMP AL-Amanah - Pocis

Elementary School : SDN Pondok Benda 4 – Pamulang 2

Work Experience

*Gerai Blackberry Asyahra Phone Mart

Position Financial department and customer services

Period 12 June- 22 November 2012

Length of work 6 months

Job Specification 1.calculating cash flows of department per day and per months

2.operated Ms.Excel and Ms.Word

v

3. sent email of income per months to the owner

4.conducting data collection of incoming and outgoing goods

5.to respond the complaints, suggestions and purchases by phone

*private teacher for elementary school student

places Jl.Babakan Pocis

Position Guru bimbel UN kelas 6 SDN Babakan Pocis

Period Januari- Mei 2015

Length of work 5 months

Job Specification Teaching for Math, english, social, religion

*Private teacher for senior high school student

Place Benda timur 13

Position Guru bimbingan belajar kelas 1 SMA Nipam

Period 7 Oktober- Februari 2017

Job Specification Teaching for Math, english, economic

vi

ABSTRACT

The purpose of this research is to analyze the influence of online sales

promotion and online service quality toward youth customer satisfaction that

impacts on online customer loyalty at Lazada.com. The data that have been used

for this research are primary data and it has been collected from 100 respondents

and the respondent is youth customer who ever shopping at Lazada.com more

than one. The technique sampling used in this research is purposive sampling.

The data obtained are further analyzed using path analysis on SPSS 24.0 for

windows. The results shows that online sales promotion has significant influence

partially on youth customer satisfaction, online service quality has no significant

influence partially on youth customer satisfaction, online sales promotion and

online service quality has no influence simultaneously on youth customer

satisfaction, online sales promotion has noinfluence partially toward online

customer loyalty, online service quality has influence partially toward online

customer loyalty, youth customer satisfaction has no influence partially toward

online customer loyalty, online sales promotion, online service quality, and youth

customer satisfaction have no influence simultaneously toward online customer

loyalty, online sales promotion and online service quality have no influence

simultaneously on online customer loyalty mediated by youth customer

satisfaction.

Keyword: Online Sales Promotion, Online Service Quality, Youth Customer

Satisfaction, Online Customer Loyalty.

vii

ABSTRAK

Tujuan dari penelitian ini adalah untuk menganalisa pengaruh promosi

penjualan online dan kualitas pelayanan online terhadap kepuasan pelanggan

remaja yang berdampak pada pembelian ulang online di Lazada.com. Data yang

telah di gunakan dalam penelitian ini adalah data primer dan data tersebut telah

dikumpulkan dari 100 responden yang melakukan pembelian online di

Lazada.com lebih dari satu kali. Teknik pengambilan sampel yang digunakan

dalam penelitian ini adalah metode purposive sampling. Data yang telah

didapatkan, selanjutnya dianalisa menggunakan analisis jalur pada SPSS 24.0.

Hasil dari penelitian ini menunjukan promosi penjualan online tidak berpengaruh

terhadap kepuasan pelanggan remaja, kualitas pelayanan online tidak

berpengaruh terhadap kepuasan pelanggan remaja, promosi penjualan online

dan kualitas pelayanan online tidak berpengaruh terhadap kepuasan pelanggan

remaja, promosi penjualan online tidak berpengaruh terhadap loyalitas

pelanggan online, kualitas pelayanan online berpengaruh terhadap loyalitas

pelanggan online, kepuasan pelanggan remajatidak berpengaruh terhadap

loyalitas pelanggan online , promosi penjualan online, kualitas pelayanan online,

dan kepuasan pelanggan remaja tidak berpengaruh terhadap loyalitas pelanggan

online, promosi penjualan online dan kualitas pelayanan online tidak

berpengaruh terhadap loyalitas pelanggan online melalui kepuasan pelanggan

remaja.

Kata Kunci: Promosi Penjualan Online, Kualitas Pelayanan Online, Kepuasan

Pelanggan Remaja, Loyalitas Pelanggan Online

viii

PREFACE

Assalamu’alaikum Wr. Wb

All praise to Allah SWT, the Most Gracious and the Most Merciful, the

Cherisher and Sustainer of the words; who always gives the writer all the best of

this life and there is no doubt about it. Shalawat and Salaam to the Prophet

Muhammad SAW and his family. With blessing and mercy from Allah SWT, the

writer can complete this thesis to fulfill one of the requirements in accomplishing

bachelor degree.

The writer is also well-aware that without advice and support from various

parties, this thesis will not be realized properly. Therefore, the writer would like to

take this opportunity to express his deep and sincere gratitude to the following:

1. God Allah SWT because without his guidance, I will be nothing and

misguided.

2. Thank you so much to my mother Wati Susanti and my father Ardiana

that always give me support and prayers that never stop during this

time. Thank you Mama and Papa for always beside me , thanks for

reminder me, helping me, caring me, advising me, and teach me how

to be patient. Without prayers and support you are, I was nothing in

this world. Thanks for everything I love you forever.

3. Thanks to my best friend ever Rachmatia Firda Adhana who help me

and support me in build this research also Jovanka Ardiansyah who

ix

never stop to always cheer up me and Ismi Ainul Yaqqin also always

support me thanks for you guys become my mood booster.

4. Dr. Amilin.., SE, Ak., M.Si, CA, QIA, BKP as the Dean of Economic

and Business Faculty.

5. Titi Dewi Warninda, SE, M.Si.., as the Vice Dean of Economic and

Business Faculty.

6. Cut Erika Ananda Fatimah, S.E., MBA as the thesis supervisor and as

the Led of Perbankan Syariah Department. By her advice, direction,

and guidance I can write this thesis properly. Thank you so much for

your time and kindness to help me in finishing this thesis.

7. All the lectures who have taught me many things patiently. Thank you

for all the knowledge that will lead me to a better future. May your

charity and deeds are always recorded by ALLAH SWT.

8. All the staffs in Economic and Business Faculty who always helps me

to provide me all the procedures I needs in making this thesis.

9. Ira, Ida, Anin, Azmi and Sahila my friends of arms in making research

and all my dear friends in Management International Program 2013.

Success for all you guys. I will never forget all the moment when we

spent together.

10. My Senior in international management program Ka Azka, Ka

Maulidan and Ka Azka thanks for helping me to complete this thesis,

thanks for recommendation, time, and teach me.

x

Finally, the author expect for any critics and suggestion that could

improve the content of this thesis, the author hopes to that the thought

provoking contributions can give benefit to the reader, hopefully this

thesis could be worthwhile for all of us. Amin

Wassalamualaikum Wr. Wb

Jakarta 4 July 2017

Siti Nurma Faujiah

xi

LIST OF CONTENTS

Certification of Comprehensive Exam Sheet ................................................. ii

Sheet Statement Authenticity Scientific Works ............................................ iii

Curriculum Vitae ........................................................................................... iv

Abstract ......................................................................................................... vi

Abstrak ......................................................................................................... vii

Preface ......................................................................................................... viii

List of Contents ............................................................................................. xi

List of Tables............................................................................................... xvi

List of Figures .............................................................................................. xx

List of Appendix ........................................................................................ xxi

Chapter I INTRODUCTION

A. Research Background....................................................... 1

B. Problem Formulation ....................................................... 9

C. Purpose Research ........................................................... 10

D. Benefit of Research ........................................................ 11

Chapter II LITERATURE REVIEW

A. Theoretical Basis ............................................................ 13

1. E-Commerce/Internet Marketing ............................. 13

2. Online Sales Promotion............................................ 14

xii

a. Understanding of Online Sales Promotion ......... 14

b. Dimension of Online Sales Promotion .............. 14

3. Online Service Quality ............................................. 16

a. Understanding of Online Service Quality .......... 16

b. Dimension of Online Service Quality ............... 17

4. Youth Customer Satisfaction ................................... 19

a. Understanding Customer Satisfaction ................ 19

b. Measurement of Customer Satisfaction ............. 19

5. Online Customer Loyalty ......................................... 20

a. Understanding Online Customer Loyalty .......... 20

b. Characteristic of Online Customer Loyalty ....... 21

B. Previous Research .......................................................... 22

C. Relationship among Variable ......................................... 29

D. Conceptual Framework .................................................. 30

E. Hypothesis ...................................................................... 32

Chapter III RESEARCH METHODOLODY

A. Scope of Research .......................................................... 35

B. Determine of Sample Method ........................................ 35

1. Population ................................................................ 35

2. Sample technique ..................................................... 36

C. Data Collection Method ................................................. 38

1. Types of Data ........................................................... 38

xiii

a. Primary Data ...................................................... 38

b. Secondary Data .................................................. 40

D. Data Analysis Methods .................................................. 41

1. Quality Data Testing ................................................ 41

a. Validity Test ....................................................... 41

b. Reliability Test ................................................... 42

c. Normality Test ................................................... 43

2. Descriptive Analysis ................................................ 43

3. Path Analysis ............................................................ 44

a. Hypothesis Test .................................................. 47

b. Correlation Analysis........................................... 49

c. Direct Effect, Indirect Effect and Total Effect ... 50

d. Trimming Test .................................................... 51

E. Operational Variable ..................................................... 52

Chapter IV RESULT AND ANALYSIS

A. General of Research Object ........................................... 55

1. Companies Profile of Lazada.com ........................... 55

2. History of Lazada.com ............................................. 55

B. Analysis and Discussion ................................................ 56

1. General Description and Respondent Data .............. 56

2. Quality Data Testing ................................................. 59

a. Validity Test ....................................................... 59

xiv

b. Reliability Test ................................................... 62

c. Normality Test .................................................... 65

3. Descriptive Analysis ................................................. 67

4. Path Analysis ............................................................ 79

a. Hypothesis Testing ............................................ 79

b. Correlation Analysis .......................................... 96

c. Direct, Indirect and Total Effects ...................... 97

d. Trimming Test ................................................. 100

Chapter V RESULT AND ANALYSIS

A. Conclusions .................................................................. 106

B. Suggestions ................................................................. 107

REFERENCE LIST ................................................................................. 109

xv

LIST OF TABLE

1.1 E-commerce Growth in 2014 & 2015 2

1.2 Rank of the Best e-Commerce and m-Commerce Indonesia 6

1.3 Distribution of the youth population in Indonesia 7

2.1 Previous Research 22

3.1 Agreement Scales of Five Levels 40

3.2 The Level of Coefficient Correlation 50

3.3 Operational Variable 52

4.1 Respondent based on Gender 57

4.2 Respondent based on Age 57

4.3 Respondent based on Province 58

4.4 Validity Test: Online Sales Promotion 59

4.5 Validity Test: Online Service Quality 60

4.6 Validity Test: Youth Customer Satisfaction 61

4.7 Validity Test: Online Customer Loyalty 61

xvi

4.8 Reliability Test: Online Sales Promotion 62

4.9 Reliability Test: Online Service Quality 63

4.10 Reliability Test: Youth Customer Satisfaction 64

4.11 Reliability Test: Online Customer Loyalty 64

4.12 The reduction of original price in Lazada.com already appropriate

with consumer desired 67

4.13 Lazada.com gave favorable code voucher 67

4.14 Free Shipping promotion make consumer wants to shop in

Lazada.com 68

4.15 Lazada.com helped consumer to fulfill consumer needed 69

4.16 Lazada.com keeping my personal information 69

4.17 Lazada.com provide accurately services already appropriate with my

desired 70

4.18 Lazada.com provide efficient services such as energy, money and

time that Lazada.com gave already appropriate with my desired 71

4.19 Lazada.com giving prompt services for me 71

4.20 Lazada.com gave comparable cost if there is damage in the

Produt 73

4.21 Live chat services that owned by Lazada.com could help my

Needed 73

xvii

4.22 The phone number that provided by Lazada.com is useful for me

when I get trouble 73

4.23 Email address that provided by Lazada.com is useful for consumer

when consumer get trouble 74

4.24 I am using Lazada.com because of overall evaluation product 79

4.25 I am using Lazada.com because of service based on the my past

experience 79

4.26 I intent to repurchase another product in Lazada.com 76

4.27 I intent to recommended Lazada.com to the others 77

4.28 I have done repurchase Lazada.com product 77

4.29 I have done repurchase another product in Lazada.com 78

4.30 I have recommended Lazada.com to the others 78

4.31 Model Summary Sub Structure I 80

4.32 ANOVA 81

4.33 Correlation Coefficient Sub Structure I 83

4.34 Model Summary Sub Structure II 88

4.35 ANOVA 89

xviii

4.36 Correlation Coefficient Sub Structure II 91

4.37 Correlation Analysis 97

4.38 Trimming Test: Model Summary Sub Structure I model 1 and 2 102

4.39 Trimming Test: ANOVA model 1 and 2 102

4.40 Trimming Test: Correlation Coefficient Substructure II model 1

and 103

4.41 Trimming Test: Model Summary Sub Structure II 104

4.42 Trimming Test: ANOVA Sub Structural II model 1 and 2 104

4.43 Trimming Test: Correlation Coefficient Substructure II model 1

and 2 105

xix

LIST OF FIGURE

2.1 Framework Model 31

2.2 Conceptual Framework 32

3.1 Path Analysis Model 45

3.2 Sub Structural I 46

3.3 Sub Structural II 47

4.1 The result of Normality Test Sub Structure I 65

4.2 The result of Normality Test Sub Structure II 66

4.3 Hypothesis Test: Model Sub Structure I 87

4.4 Hypothesis Test: Model Sub Structure II 96

4.5 Path Analysis Structure Model 101

4.6 Trimming Model: Sub Structure I 103

4.6 Trimming Model: Sub Structure I 106

4.7 Path Analysis Model after Trimming Test 106

xx

LIST OF APPENDIX

Appendix I : Research Questionnaire 115

Appendix II : Distribution Answer of Respondents 120

Appendix III : Results of Output SPSS 24 for Windows 135

1

CHAPTER I

INTRODUCTION

A. Research Background

As marketers, e-commerce is one of something important tool have to be

analyzing and understanding in marketing activity. E-commerce has focused on

using internet in trading the product or services.

In our daily activity, e-commerce gave so many changes toward people,

everything become easier and has advantages. E-commerce has gave influence to

several parties there are citizen, organization and also customers will feel the

`advantages such as cheap cost or affordability and efficiency (Shahriari, Shahriari

& Gheiji, 2015).

According to Khan (2016) electronic commerce is between customer and

seller use transaction by online channel on the buying a product of goods or

services. Then, use online channel also as the easier way to get some information

about the product and prices.

Now a days a majority of the people knowing e-commerce as a part of their

daily activity and changes their life style. Almost all country around the world has

use the e-commerce as a tool to sell the product or services. So many of market

has changes from traditional market to e-commerce market because every year e-

commerce was growth.

According to (Ecommerce Foundation 2016, „Global B2C E-commerce

report 2016‟ pp.11), the growth of e-commerce who had first ranked in the world

2

is Asia Pacific here, the number of data e-commerce growth around the world are

as follows:

Table 1.1

E-commerce Growth in 2014 & 2015

The data we can comparing from the previous data 2014 to 2015 are as follows:

Region 2014 2015 Growth

World $1,895.3bn $2,272.7bn +19.9%

Asia Pacific $822.8bn $1,056.8bn +28.4%

North America $572.5bn $644.0bn +12.5%

Europe $446.0bn $505.1bn +13.3%

Latin America $25.8bn $33.0bn +28.0%

MENA $21.7bn $26.8bn +18.6%

Source: e-commerce foundation/ www.ecommercefoundation.org

From the data above, it shows that the total number of the e-commerce

growth in the world every year was increasing, even it could be decreasing

anytime but it depend on online sales promotion, online service quality, youth

customer satisfaction and the online customer loyalty. These thing becomes main

discussion that will be described in this research.

To fulfill needs and wants the customer, marketing becomes important tool

for success in all organization and company, every single company or

organization have to understand how to satisfy the customer through create

promotion, planning etc. marketing as the process of planning that develop

strategy for promotion, conception, pricing and distribution of ideas, goods and

services to create exchanges that satisfy individual and organizational objectives.

(Belch and Belch 2009, p.8).

http://www.ecommercefoundation.org/

3

In this globalization era,e-commerce industry not only common in Indonesia

but also in foreign country. Zalora and Lazada are one of several big online

companies which are famous in Indonesia. (Widyastuti, 2013)

So many e-commerce markets gave modern fashion, to get a customer

satisfaction but not only fashion we have to consider the availability product

because it useless we have trend fashion without the availability product.

At the end the blow of e-commerce fashion industry it was depend on the

availability product. Based on BPS data, the export number of fashion product at

2015 achieve US$ 12.11 billion with the main market are United State, Europe,

and Japan. And then the contribution fashion toward national GDP amount 1.21%.

While, as labor-intensive sector, fashion industry able to hired the work force

amount two million people or 14.7% from total of work force in industry sector.

(Triwijanarko, 2017)

The e-commerce company which run a system efficiently and effectively

marketing will get more revenue. One of the element marketing in e-commerce

that can be used is online sales promotion, online service quality, youth customer

satisfaction and online customer satisfaction.

Promotion is one of elements marketing. E-commerce company never stop

give a good and effectively online promotion to customer, because promotion one

of stimuli the customers wants to buy the product. Effective online promotion will

create more revenue for company especially for e-commerce companies. Online

sales promotion is online price promotion in form of online discount, online

rebate, or free offer. (Himawan & Abduh, 2015)

4

In other side, e-commerce company never stop make revenue, it important

for their make sure they have a effectively online sales promotion. It can be

dangerous if e-commerce companies only think how to get revenue as much as

they can and they are forgot how to organize effectively online sales promotion. A

effective online sales promotion is how the e-commerce company create online

promotion based on need and wants the customer. A effective online sales

promotion will create a good online service quality.

Service is the one of important element in selling the product. E-commerce

company always try to increase their performance through service quality. A good

online service quality will create a good image of company. Online service quality

is includes in the step of a customer interactions with a web site such as website

facilitates, efficient and effective shopping, purchasing and delivery. (Yulianto et

al. 2014).

After the e-commerce company provides good online service quality,

consumers will feel the level of satisfaction. It refers to the customer satisfaction

and how far the excellent service quality of e-commerce companies we can see

from the satisfaction of young customer.

Young generation has dominate e-commerce industry around the world. So

many article and data shows that youth population is higher than another age

group in adopting technology and shop online.

For example, a majority of adopting technology and online shopping in

India is young generation. Youth population in India is more prefer to use online

channel for buy the product than traditional market. They have a data internet

5

users depend on age group. The data shows that 35% online shoppers in the age

group 18-25 years old, 55 % in the age group 26-35 years old, and then 8 % in the

age group of 36-45 years old and the last one is 2 % are in the age group of 45-60

years old. (Sanwal, Avasthi & Saxena 2016, p. 113).

According to („E-Commerce market Indonesia‟ 2016) said that young

population in Indonesia change their lifestyle become online customer , young

generation have penetration of internet amount 50 percent from 100 million

smartphones in use from the population in Indonesia.

In fact, another statement about the phenomenon between e-commerce and

young generation from the article and expert also there is coming from the

newsletter for example:

Sugiharto (2016) referred specifically to young generation in the age range

of 20-24 years old and 25-29 years old have a number of the penetration until

more than 80 percent internet users in Indonesia. The number is relatively higher

than the others age group according to the new research released organize internet

services association in Indonesia or (APJII). In the age group of 20-24 years old

found 22.3 million or equal to 82 percent from the total of population in that age

group. Whereas, in the age group 25-29 years old, found 24 million internet users

or equal to 80 percent in that age group.

The e-commerce is a tool of effective and efficient marketing will get more

revenue. One of element that can be used is online sales promotion, online service

quality, youth customer satisfaction and online customer loyalty. Youth

population was take effect to evaluate the strategy content of e-commerce because

6

as the data said in the above that the majority internet users are from young

generation.

In the other hand, the relationship from the data of age group online users

above in Indonesia have an impact to marketing tool of e-commerce industry, for

example online sales promotion, online service quality and online customer

loyalty, because the majority of online users coming from youth population so the

online customer satisfaction of young generation is important to considered.

In this research the object is Lazada.com. As we know Lazada is one of

popular marketplace in Indonesia. They had good reputation among another e-

commerce and they provide online sales promotion and online service quality to

maintenance good image and consumer will feel satisfaction and become loyal.

In fact, a few years ago started from 2015 and 2016 Lazada had decreased

ranked of the best brand e-commerce Indonesia. Here is the data from 2015 to

2016 according to brandindex.com:

Table 1.2

Rank of the Best e-Commerce and m-Commerce Indonesia

Rank Brand 2015

Score

Brand 2016

Score

1 Lazada 43.5 Tokopedia 45.2

2 Traveloka 41.4 Traveloka 39.5

3 Tokopedia 30.5 Bukalapak 36.9

4 Olx 24.3 Lazada 30.9

5 Zalora 23.1 Olx 20.4

Source: www.brandindex.com

From the data above, it shows that the total score of Lazada.com in 2015 get

score amount 43.5 and in 2016 get score 30.4 there is decreasing top brand rank

from the first rank to fourth rank.

7

Research needed to know what the factor of influence decreasing number of

top brand ranked. Several factor of variable it could be happened and will affect to

the satisfaction of online consumer.

The location and object survey in this research are located in DKI Jakarta,

West Java and Banten Province. Because the majority of youth population in

Indonesia coming from DKI Jakarta, West Java and Banten province, they are

included the biggest number of youth population in Indonesia if we comparing

with 33 another province in Indonesia (Adloetomo, Posselt, Utomo 2014, p. 28),

here are as follows:

Table 1.3

Distribution of the youth population in Indonesia

No

Province

Youth aged 15-29 Total Population Youth as

% of total

population Census

counts

Percentage

distribution

Census

counts

Percentage

distribution

1 Aceh 1,298.7 2.1 4,494.4 1.9 28.9

2 North

Sumatra

3,479.9 5.6 12,982.2 5.5 28.9

3 West

Sumatra

1,205.1 1.9 4,846.9 2.0 24.9

4 Riau 1,573.2 2.5 5,538.4 2.3 28.4

5 Jambi 862.5 1.4 3,092.3 1.3 27.9

6 South

Sumatra

2,106.4 3.4 7,450.4 3.1 28.3

7 Bengkulu 477.6 0.8 1,715.5 0.7 27.8

8 Lampung 2,022.4 3.3 7,608.4 3.2 26.6

9 Bangka

Belitung

350.4 0.6 1,223.3 0.5 28.6

10 Riau Island 525.6 0.8 1,679.2 0.7 31.3

11 DKI Jakarta 2,971.1 4.8 9,607.8 4.0 30.9

12 West Java 11,392.

7

18.4 43,053.7 18.1 26.5

13 Central Java 7,647.0 12.3 32,382.7 13.6

23.6

8

No

Province

Youth aged 15-29 Total Population Youth as

% of total

population Census

counts

Percentage

distribution

Census

counts

Percentage

distribution

14 DIYogyakart

a

860.3 1.4 3,457.5 1.5 24.9

15 Banten 3,125.1 5.0 10,632.2 4.5 29.6

16 East Java 8,911.3 14.4 37,476.8 15.8 23.8

17 Bali 900.3 1.5 3,890.8 1.6 23.1

18 West Nusa

Tenggara

1,219.6 2.0 4,500.2 1.9 27.1

19 East Nusa

Tenggara

1,112.7 1.8 4,683.8 2.0 24.0

20 West

Kalimantan

1,203.7 1.9 4,396.0 1.8 27.4

21 Central

Kalimantan

633.9 1.0 2,212.1 0.9 28.7

22 South

Kalimantan

994.1 1.6 3,626.6 1.5 27.4

23 East

Kalimantan

997.8 1.6 3,553.1 1.5 28.1

24 North

Sulawesi

535.3 0.9 2,270.6 1.0 23.6

25 Central

Sulawesi

681.6 1.1 2,635.0 1.1 25.9

26 South

Sulawesi

2,080.6 3.4 8,034.8 3.4 25.9

27 Southeast

Sulawesi

609.2 1.0 2,232.6 0.9 27.3

28 Gorontalo 270.0 0.4 1,040.2 0.4 26.0

29 West

Sulawesi

298.3 0.5 1,158.7 0.5 25.7

30 Maluku 402.6 0.6 1,533.5 0.6 26.3

31 North

Maluku

283.9 0.5 1,038.1 0.4 27.3

32 West Papua 226.8 0.4 760.4 0.3 29.8

33 Papua 813.2 1.3 2,833.4 1.2 28.7

Indonesia 62,082.

8

100.0 237,641.

3

100.0 26.1

Source: Derived from Population Census 2010, BPS [web]

http://sp10.bps.go.id.

9

From the data above it shows youth population in Indonesia in the age group

15-29 there are coming from DKI Jakarta amount 30.9%, West Java 26.5% and

Banten amount 29.6% if we comparing with 33 another province in Indonesia.

From the background above, the author took some of several variables

relating the background research to investigate the online sales promotion and

online service quality as exogenous variables (X), youth customer satisfaction and

online customer loyalty as a endogenous variable (Y). Based on these

descriptions, the author makes a research with title.

“THE INFLUENCE OF ONLINE SALES PROMOTION AND

ONLINE SERVICE QUALITY TOWARD YOUTH CUSTOMER

SATISFACTION THAT IMPACTS ON ONLINE CUSTOMER

LOYALTY”

B. Problem Formulation

Based on the background described above, so the formulation of the

problem that will be explained in this research are:

1. Does online sales promotion have influence youth customer satisfaction?

2. Does online service quality have influence youth customer satisfaction?

3. Do online sales promotion and online service quality have influence youth

customer satisfaction?

4. Does online sales promotion has influence online customer loyalty?

10

5. Does online service quality have influence online customer loyalty?

6. Does youth customer satisfaction have influence online customer loyalty?

7. Do online sales promotion, online service quality and youth customer

satisfaction influence online customer loyalty?

8. Does online sales promotion indirectly influence online customer loyalty

which is mediated by youth customer satisfaction?

9. Does online service quality indirectly influence online customer loyalty

which is mediated by youth customer satisfaction?

C. Purpose of Research

Every research had a purpose. There are:

1. To analyze the influence of online sales promotion on youth customer

satisfaction.

2. To analyze the influence of online service quality on youth customer

satisfaction.

3. To analyze the influence of online sales promotion and online service

quality on youth customer satisfaction.

4. To analyze the influence on online sales promotion on online customer

loyalty.

5. To analyze the influence of online service quality on online customer

loyalty

6. To analyze the influence of youth customer satisfaction on online

customer loyalty.

11

7. To analyze the influence of online sales promotion, online service quality

and youth customer satisfaction on online customer loyalty.

8. To analyze the indirect influence of online sales promotion on online

customer loyalty which is mediated by youth customer satisfaction

9. To analyze the indirect influence of online service quality on online

customer loyalty which is mediated by youth customer satisfaction

D. Benefit of Research

Given this research, the researcher hope that the result of this research has

benefits for all parties, there are:

1. For Author

Through this research the purpose of the author are to get more

knowledge and experience in conducting research, train the ability that

have been learned in lecture or class into scientific forms and compare

between the theory obtained by the fact that happen in the field.

2. For Lazada.com

Lazada.com will see the dominant factors among online shop promotion,

online service quality, youth customer satisfaction and online customer

loyalty. Therefore, based on these factors can help Lazada.com to repair

their performance become better than before and can increase their ranking

of the top brand or best e-commerce in Indonesia.

3. For Readers

Through this research the readers may use this research as the material for

comparing the factors that influence among online shop promotion, online

12

service quality, youth customer satisfaction and online customer loyalty.

So, the information can be used in future research and development

13

CHAPTER II

LITERATURE REVIEW

A. Theoretical Basis

1. E-Commerce / Internet Marketing

E-commerce is one of important tool in marketing activity, if

marketing has given advertising and selling product by manual but e-

commerce by online channel.

Definition of e-commerce has a lot of explanation by the expert. From

several experts there are have different explanation about the e-commerce

but all of them have similar understanding between each other. Here are,

definition of e-commerce from several expert:

According to Grandona & Pearson (2004) in Lie & Xie (2012), e-

commerce is the process of buying and selling products or services using

electronic data transmission via the Internet and the www.

According to Jelassi & Enders (2005) in Torres, Lisboa, & Yasin

(2015) Electronic commerce – or e-commerce – deals with the facilitation

of transactions and selling of products and services online, i.e. via the

Internet or any other telecommunication network

According to Shahriari, Shahriari, & Gheiji (2016) E-commerce is

trading in products or services using computer networks, such as the

Internet.

According from the definition above the conclusion about e-commerce

relates several expert that e-commerce is the process of transaction, buying

14

and selling the product or services via online channel. So many a strategies

for trading in e-commerce to get online customer satisfaction and become

loyal to our online product or services including depend on online sales

promotion.

2. Online Sales Promotion

a. Understanding of Online Sales Promotion

According to Neha & Manoj (2013) Sales promotion has been

considered as most stimulating technique of promotion for influencing.

purchase decision.

According to Strauss & Frost (2012) in Himawan & Abduh (2015)

sales promotions were short term incentives of gifts or money that

facilitated the movement of product from producer to end user.

According to Shamout (2016) is a technique which mainly used by

marketer on a temporary basis to create an attractive goods or services

to encourage the customers to purchase goods or services in a specific

time period by providing more benefits.

According from the definition above the conclusion of online sales

promotion is a technique used by marketer to stimulating the customer

to purchase a product.

b. Dimension of Online Sales Promotion

To create good online sales promotion to customer, we have to

determine various type of online sales promotion. In this case, there are

15

seven dimension online sales promotion based on Neha and Manoj

(2013) as follows:

1. Coupons

Offer a certificate that provides a price reduction at point of

purchase.

2. Rebates

Are cash back on product from the manufacturer on a purchase.

3. Free Trial

Provides the consumer with the opportunity to use the product by

giving a free small portion of the product for the consumer to test

4. Premium

Offer an increased quantity of the product without an increase in

normal price.

5. Contest

Provide a chance to win a large prize through skill.

6. Sweep takes

Provide a chance to win a large prize based on chance.

7. Price Packs

Offer a reduction in normal price of a product.

According to Huang (2012) in Himawan & Abduh (2015) to implement

online sales promotion activities, there are some popular online promotion

strategies that have been used such as online price discount, online coupon,

and free shipping that influence customer to buy.

16

So, according to the various experts, dimension of sales promotion is

usually consist of coupons, rebates, free trial, premium, contest, sweep

takes, and price but, for online sales promotion according to Huang (2012)

in Himawan & Abduh (2015) consist of:

1. Online price discount

Price discounts are the reduction of an original sale by a certain

percentage while bonus packs are deals in which the consumer receives

more for the original price. (Yin, Jin & Huang, 2014)

2. Online coupon

is that a coupon will need a special code to be entered during the

checkout phase for it to be applicable. („Discount, Coupon & Quantity

pricing‟, 2002-2017)

3. Free shipping

Free shipping can be offered as a promotion, either with, or without a

coupon.(„free shipping promotion‟, 2017)

In the other hand, online service quality is importance to be analysis in

marketing strategy, customer buy the product in e-commerce/online also

consider the service quality itself.

3. Online Service Quality

a. Understanding of Online Service Quality/E-Service Quality

According to Wen et al. (2014) Electronic service or e-service

quality is defined as overall customer evaluations and judgments

http://docs.magento.com/m1/ce/user_guide/marketing/price-rules-shopping-cart-coupon.html

17

regarding the excellence and quality of e-service delivery in the virtual

marketplace.

According to Lin & Wu (2002) in Yulianto et al. (2014) define

online service quality (OSQ) as the difference between customer

expectations and perceptions of the online services offered.

According to Parasurahman et al. (2005), in Yen et al. (2017) e-

service quality is not the same as the website quality. E-service quality

addresses quality issues revolving around the service processes and

flows, while website quality is more concerned with the overall design

factors of the website.

According to the definition above, so the conclusion about online

service quality is depend on overall customer evaluation of e-service

quality when they serve online customer with the overall design factors

of the website. Very important for marketers to consider the

improvement of e-service quality when they want customer feel

satisfaction and become loyal.

b. Dimension of Online Service Quality

According to Yang & Fang (2004) there are seven online service

quality dimensions its, efficiency, reliability, fulfillment, privacy,

responsiveness, compensation, and contact.

Definition of each dimension:

1. Efficiency: The ability to do task well and correctly (no wasting

time, energy and cost). (Maulana 1995, p. 250)

18

2. Reliability: ability to perform the promised service dependably

and accurately (Lovelock and Wright 2007, p. 407)

3. Fulfillment: willingness to help cunsumer (Lovelock and Wright

2007, p. 407)

4. Privacy: privacy in terms of expected flows of personal

information, modeled with the construct of context-relative

informational norms (Nissenbaum, 2011)

5. Responsiveness: willingness to help customers and provide

prompt service (Lovelock and Wright 2007, p. 407)

6. Compensation: something that must be considered or calculate

balance and as something comparable (Andrew 1981, p.283)

7. Contact: communicate with (someone), typically in order to give

or receive specific information or to communicate with someone

by calling or sending them a letter, email,etc („Contact‟, 2017)

The conclusion from both of experts, online service quality

dimensions is all about the way how the customer revisit retail website

and comfort on the online service quality for example service quality

of fulfillment, information, system, reliability, efficiency,

responsiveness, compensation and contact.

http://dictionary.cambridge.org/dictionary/english/communicate

http://dictionary.cambridge.org/dictionary/english/calling

http://dictionary.cambridge.org/dictionary/english/send

http://dictionary.cambridge.org/dictionary/english/letter

http://dictionary.cambridge.org/dictionary/english/email

19

4. Definition of Customer Satisfaction

a. Understanding Customer Satisfaction

According to Ludin & Cheng (2014) customer satisfaction is

commonly viewed as a result of comparison between the consumption

expectation and experience.

According to Caner & Banu (2015) customer satisfaction as an

important element of e-service quality is investigated from the

marketing and technical perspectives in an online retailing business

context.

The conclusion from the definition above that have been explained

by expert so, customer satisfaction is comparison between customer

expectation and customer experience.

b. Measurement of Customer Satisfaction

Lin (2007) in Lin (2011) indicated that an enterprise providing a

good service quality could really satisfy the diverse needs of customers

and customer satisfaction was the overall evaluation of the product and

the service based on the customers past experience.

defined that customer satisfaction coming from the measurement

product and services based on previous experience of customer also

based on overall evaluation of consumption experience.

Zeithaml dan Bitner (2000) in Tjahjaningsih (2013) explained that

customer satisfaction assumed as overall evaluation of the real

product and intagible product.

20

5. Definition of Online Customer Loyalty

a. Understanding of Online Customer Loyalty

Actually, between customer loyalty and online customer loyalty

have different perspectives of definition from the expert. There are:

According to Ludin and Cheng (2014) defined e-loyalty as

customer preferable attitude towards an e-commerce that leads to a

repeat buying behavior.

According to Winnie (2014), online customer loyalty is around

consumers who are likely to rebuy from the same website and e-

retailers, rather than switch to other websites.

According to Chi, Jiun & Lin (2015) is a commitment to

consistently revisit a website because of a preference for shopping on

that website without switching to other websites.

So, the conclusion from the definition above online customer

loyalty is buying the online product repeatedly in the same brand or

same website e-retailers.

b. Characteristic of Online Customer Loyalty

Wan dan Huang (2010) in Tjahjaningsih (2013) shows that

customer loyalty can be seen through attitude and behaviour. Attitude

include intent to repurchase another product in the company and intent

to recomeded to the others. Behaviour include repurchase the product,

purchase another product from the company and recommended to the

others.

21

According to Bowen and Chen (2005) there are two measures of

customer loyalty it is respondent‟s intent to return and their willingness

to perform marketing activities, such as recommending the product to

others.

22

B. Previous Research

No

Title, Researcher,

Journal Research Method Result Similarity Differences

1 Title: Analysis of

Online Sales

Promotion toward

Youth Purchase

Intention in

Indonesia (Case

study of apparel

industry)

Researcher:

Leonardus

Himawan and Dibia

Method: the study

used is a descriptive

research with

quantitative

methods of data

collection

Respondent: the

respondents of this

research gathered

for random

sampling are youth

The result of the study is that

there is a positive response

toward online pricing

promotion, and online coupon

promotion among youth online

consumers with the highest

positive respond is the online

pricing promotion

Online sales promotion as

independent variable

Different dependent

variable

Use descriptive

method

23

No

Title, Researcher,


Abduh

Journal: Ijaber, Vol.

13, No. 7 (2015):

4677-4690

students high school

and university students

resides in Jakarta and

Tangerang are who

have exposed to any

type of online

promotion form, and

have experienced in

buying apparel product

online.

24

No

Title, Researcher,


2 Title: The Effect of

Online Service

Quality toward

Perceived Risk,

Customer Attitudes,

Realtionship

Quality, Online

Purchase Intention,

E-Loyalty and

Purchasing

Behaviour

Method: the

analytical tool used

was the Generalized

Structured

Component

Analysis (GSCA) to

test the hypothesis

The study was

conducted on

consumers who

made online

The result showed that eight

hypothesis with significant

effect were online service

quality toward perceived risk,

online service quality toward

customer attitudes, online

service quality toward online

relationship quality, perceive

risk toward online relationship

quality, customer attitudes

toward online purchase

Online customer

loyalty as independent

variable

Use SPSS GSCA

(Generalized

Structured Component

Analysis)

Use E-Loyalty as

Independent Variable

Different dependent

variable

25

No

Title, Researcher,


Researcher:

Yulianto, Edy, Sri

Astuti, Endang,

Suyadi, Imam,

Nayati Utami,

Hamidah

Journal: European

Journal of Business

and Management

ISSN2222-

purchasing SMEs who

were members of the

world‟s Top 50 SMEs

in the online version of

the Marketer magazine.

The unit of analysis

consist of 123

consumers

intention, online purchase

intention toward e-customer

loyalty, and e-loyalty toward

customer behaviors

The hypotheses with non-

significant effect were online

service quality toward online

purchase intention, perceived

risk toward customer attitude,

perceived risk toward online

purchase intention, and online

purchase intention toward

26

No

Title, Researcher,


2839 (online) Vol.6,

No.22, 2014

online purchase intention,

perceived risk toward customer

attitude, perceived risk toward

online purchase intention, and

online purchase intention

toward online purchasing

behavior.

3 Title: Factors

Influencing

Customer

Satisfaction and E-

Method: statistical

Methods in

Statistical Package

for the Social

Findings show that only e-

service quality and information

quality have effects on

customer satisfaction. It was

Online customer loyalty as

independent variable

Use path analysis (SPSS)

Different dependent

variable

27

No Title, Researcher,

Journal

Research Method Result Similarity Differences

Loyalty: Online

Shopping Environment

among the Young

Adults

Researcher: Izyan

Hizza Bt. HILA

LUDIN, Boon Liat

CHENG

Journal:

Management

Dynamics in the

Science (SPSS).

Respondent: A

Convenience

sampling of 193

Responses were

collected

throughout the

Klang Valley And it

took about three

months to complete

the whole process

also found that customer

satisfaction does positively

impact e-loyalty.

On the other hand, the findings

reveal that website design and

security were insignificant

toward customer satisfaction

28

No Title, Researcher,

Journal

Research Method Result Similarity Differences

Knowledge Economy

Volume 2 (2014) no. 3,

pp. 462471

of data collection and

analyses

29

C. Relationship among Variable

1. The Relationship Online Sales Promotion and Online Serivice Quality

toward Online Customer Satisfaction

Relationship between online sales promotion and online service

quality toward customer satissfaction there was have significant effect

between variables either partially or simultaneously. Because online

consumer satisfaction is seen as one of the dimensions of market

performance, increase customer satisfaction tends to lead to long-term

sales growth. In addition to providing some benefits, it also provides a

good basis for the purchase and creation of customer loyalty, as well as

forming a recommendation by word of mouth that is profitable for the

company. (Susanti, 2016).

2. The Relationship Sales Promotion on Customer Loyalty

Relationship-orientated promotion can retain customer loyalty by

increasing their satisfaction, trust and commitment, and conflicts with

the view that promotion has short-term effects only. Promotion has

significantly positive effects on satisfaction and trust. Besides,

satisfaction, trust, and commitment are powerful and illustrative

components for explaining customer loyalty. (Pi and Huang 2011).

3. The Relationship customer satisfaction and customer loyalty

There is has positive influence among customer satisfaction and

customer loyalty. The result coming from two measures of customer

loyalty there are intent to return and willingness to perform marketing

30

activities such as recomending the hotel to others. and also was

measured by seven point Likert scale. (Bowen and Chen, 2005).

4. The Relationship promotion toward customer satisfaction that impact

on customer loyalty

Customer satisfaction, and promotion have affect positively

towards customer satisfaction. Image, promotion, and customer

satisfaction affect positively towards customer loyalty. Furthermore,

mediating effect of customer satisfaction apply to image effects on

customer loyalty. Customer satisfaction serves as a mediating variable

on customer loyalty. Mediating effect of customer satisfaction apply

for promotion effect on customer loyalty. Customer satisfaction serves

as a mediating variable between promotional variables on customer

loyalty. (Tjahjaningsih, 2013).

D. Conceptual Framework

Conceptual framework as a network, or “a plane” of interlinked

concepts that together provide a comprehensive understanding of a

phenomenon or phenomena. The concepts that constitute a conceptual

framework support one another, articulate their respective phenomena, and

establish a framework-specific philosophy. Conceptual frameworks possess

ontological, epistemological, and methodological assumptions, and each

concept within a conceptual framework plays an ontological or

epistemological role. The ontological assumptions relate to knowledge of the

“way things are,” “the nature of reality,” “real” existence, and “real” action.

31

(Jabareen, 2009). Based on the theory above so, it can be developed a

framework model and conceptual framework in figure 2.1 and 2.2 as follows:

Figure 2.1

Framework Model

Online Sales

Promotion (X1) Online Service

Quality (X2)

Youth Customer

Satisfaction (Y1)

Online Customer

Loyalty (Y2)

1.Quality Data Testing:

a. Validity Test

b. Reliability Test

c. Normality test

2.Descriptive Analysis

3.Path Analysis:

a. Hypothesis testing

b. Correlation Analysis

c. Direct, Indirect & Total effect

d. Trimming Test

Conclusion and Suggestion

32

In specific conceptual framework, there are two variables exogenous

such as online sales promotion and online service quality and two variables

endogenous such as youth customer satisfaction and online customer loyalty.

The purpose of this research is to analyze the influence of online sales

promotion and online service quality toward youth customer satisfaction that

impacts on online customer loyalty at Lazada.com. Here for the picture of

conceptual framework.

Figure 2.2

Conceptual Framework

Ɛ1 Ɛ2

py2x1

pyx1

rx1x2 py2y1

pyx2

py2x2

E. Hypothesis

According to (Cooper & Schindler 2006, p.756) hypothesis is a

proposition formulated for empirical testing; a tentative descriptive

statement that describes the relationship between two or more variables.

According to (Flick 2011, p. 249) hypothesis is assumption that is

formulated for study purposes (mostly coming from the literature or an

Online Sales

Promotion

(X1)

Online Service

Quality

(X2)

Youth

Customer

Satisfaction

(Y)

Online

Customer

Loyalty

(Z)

33

existing theory) in order to test it empirically in the course of the study.

The assumption should be based on marketing theory or previous research.

The assumption is called hypothesis. (Hair, Bush, & Ortinau 2003, p.537).

1. Sub Structural I

Hypothesis 1:

H0 = Online sales promotion doesn‟t have influence on youth customer

satisfaction

H1 = Online sales promotion has influence on youth customer satisfaction

Hypothesis 2:

H0 = Online service quality doesn‟t have influence on youth customer

satisfaction

H1 = Online service quality has influence on youth customer satisfaction

Hypothesis 3:

H0 = Online sales promotion and online service quality don‟t have

influence on youth customer satisfaction

H1 = Online sales promotion and online service quality have influence on

youth customer satisfaction

2. Sub Structural II

Hypothesis 4:

H0 = Online sales promotion doesn‟t have influence on online customer

loyalty

H1 = Online sales promotion has influence on online customer loyalty

Hypothesis 5:

34

H0 = Online service quality doesn‟t have influence on online customer

loyalty

H1 = Online service quality has influence on online customer loyalty

Hypothesis 6:

H0= Online customer satisfaction doesn‟t have influence on online

customer loyalty

H1= Online customer satisfaction has influence on online customer loyalty

Hypothesis 7:

H0 = Online sales promotion, online service quality and online customer

satisfaction don‟t have influence simultaneously on online customer

loyalty

H1 = Online sales promotion, online service quality and online customer

satisfaction have influence simultaneously on online customer loyalty

Hypothesis 8:

H0 = Online sales promotion has not influence on online customer loyalty

mediated by youth customer satisfaction

H1 = Online sales promotion has influence on online customer loyalty


Hypothesis 9:

H0 = Online service quality has not influence on online customer loyalty


H1 = online service quality has influence on online customer loyalty

mediated by youth customer satisfaction.

35

CHAPTER III

RESEARCH METHODOLOGY

A. Scope of Research

This research wants to test hypothesis about online sales promotion,

online service quality, online customer satisfaction, and online customer

loyalty of Lazada.com. Scope of research for this studies, are as follows:

1. The focus of the author in this study is the influence of online sales

promotion and online service quality toward online customer

satisfaction that impacts on online customer loyalty.

2. The location and object survey the customer of Lazada.com that

located in JABODETABEK (Jakarta, Bogor, Depok, Tangerang,

Bekasi).

3. In this study consisted used two variables are exogenous variables and

endogenous variable. Exogenous variable in this research is online

sales promotion given symbol (X1) and online service quality (X2).

Endogenous variable in this research is online customer satisfaction

given symbol (Y1) and online customer loyalty given symbol (Y2).

B. Determine of Sample Method

1. Population

The population in this research study is the customers of

Lazada.com, here the researcher wants to get the respondent based on

age group that is online youth population who ever shopping in

36

Lazada.com website. Population is the entire group of people about

whom the researcher needs to obtain information (Daniel and Gates,

2004, p.270).

According to Cooper & Schindler (2006, p.434) a population is

the total collection of elements about which we wish to make some

inferences. A population consists of all the items or individuals about

which you want to draw a conclusion (Levine et.al 2008, p.5).

2. Sample technique

According to Cooper & Schindler (2006, p.434) sample is the

process of selecting some elements from a population to represent that

population. The portion of a population selected for analysis also

called sample (Levine et.al 2008, p.5). Sample technique is technique/

style/ model of selecting sample from available population until fulfill

the standard of the research. The sample technique will be used is non-

probability sampling or sampling purposive because this research put

youth population as the sample, its more specific.

According to Cooper & Schindler (2006, p.439) non-

probability sampling is an arbitrary and subjective sampling procedure

where each population element does not have a known, nonzero

chance of being included. Sampling purposive is the process of

selecting sample technique from population based on specific

considerations (Seputra 2013, p.14). The researcher use Slovin formula

to determine sample size of non-probability sample.

37

The researcher takes 100 samples respondent, because the

researcher got the result sample size with the formula:

n = Z2 (1- P) e

2

Notes:

n = Sample

z = Confidence Level (100% = 1)

= Research Group Proportion (50% = 0,5)

= Failure rate, from 0,01until 0,05 (0,05)

With calculating:

n = Z2 (1- P)

e2

n = 12 . 0,5 (1 – 0,5)

0.052

n = 100

Then, according to (Supriyadi 2014, p.18) guidelines to determine

sample are as follows:

a. Sample size should be more than 30 and less than 500 is a good

for research

b. Generally, determine sample size depend on the existing budget

you have

Then, according to Sugiyono (2010, p.74) guidelines to determining

sample are as follows:

a. Sample size should be between 30-500 elements

38

b. If the sample is broken down further into sub-sample

(Male/Female, Elementary/Junior/High School, etc.) must be a

minimum number sub until 30

c. In the multivariate research (multiple linear regressions) the sample

size should be several times larger (10 times) than the number of

variables to be analyzed.

d. A simple experiment for research, with strict controls, sample size

between 10-20 elements.

C. Data Collection Methods

1. Types of Data

According to Seputra (2013, p.10) data is something knew or

assumed, it can be representing events or case happened and the case

would be happening.

a. Primary Data

According to Malhotra (2009, p.67) primary data is are

originated by the researcher for the specific problem under study

such as survey data. When the data collector is the one using the

data for analysis, the source is primary (Levine et.al 2008, p.6)

Primary data was collected through questioner methods.

According to Hair, Bush, and Ortinau (2004, p.448) questionnaire

is a formalized set of questions for obtaining information from

respondents. Questioner method is technique data collections that

39

had been done with give a set of questions or written statement to

the respondent to be answered (Sugiyono 2009, p.199). The data

will be processed using SPSS 24 for windows.

Data collection will be collecting through questionnaire obtained

from several respondents by Google form feature (google.doc

survey).

According to Betts (2017) The Google Forms feature in Google

Drive is an extremely powerful tool capable of creating the most

complex surveys. What lifts it above other survey creation tools is

the way it fully integrates with Google Docs and the rest of it

Google services. This means we can collaborate with others on

creating the surveys, or share the finished product with select

people, and then use the power of a spreadsheet to analyze for

responses.

This study used agreement scale that is consists of five levels.

Agreement scale is widely used a rating scale that requires the

respondents to indicate agreement and disagreement with each of a

series statement about the stimulus object. Typically, each scale

item has five response categories, ranging from “strongly disagree”

to “strongly agree” (Maholtra 20011, p.58)

Agreement scales are most often used with attitude statements or

factual type statements. (Malhotra 2011, p.58). Agreement scales

40

of five levels to express the attitude or the respondents answer are

as follows:

Table 3.1

Agreement Scales of Five Levels

(Malhotra 2011, p.58)

No Range Weight

1 Strongly Agree (SA) 5

2 Agree (A) 4

3 Neutral (N) 3

4 Disagree (D) 2

5 Strongly Disagree (SD) 1

b. Secondary Data

Secondary data are data collected for some purpose other

than the problem at hand, including data available on the

internet, from trade organization and etc. (Maholtra 2008,

p.67). In the development of this study research, technique for

take a secondary data will be used are:

1) Library study, done for collecting the data with information

through reference books, journals, internet and other

information which suitable according to this study.

2) Notes of Lazada such as background company, their competitor

and the ranking between lazada and competitor.

41

D. Data Analysis Methods

1. Quality Data Testing

a. Validity Test

According to Malhotra (2009, p.316) validity of a scale can

be defined as the extent to which differences in observed scale

scores reflect true differences in what is being measured, rather

than systematic or random error.

According to Cooper and Schindler (2006, p.348) validity

is the extent to which a test measures what we actually wish to

measure. Test validity used to measure the legal valid or un-valid

of a questionnaire.

According to Ghozali (2011, p. 52-55) Validity test is

divided into three different ways to measure:

1. Correlated between question score with the total score of

variable

2. Bivariate correlation between each score indicator with the total

score of variable

3. Confirmatory Factor Analysis (CFA)

In order to determine whether an items that are to be used

to or nor, usually done on the significance correlation coefficients

test on minimum correlation 0.30, means that an item is considered

valid if the total score is greater than 0.30 (Priyatno 2010, p. 90).

42

b. Reliability Test

According to Maholtra (2009, p.315) reliability refers to the

extent to which a scale produces consistent results if repeated

measurements are made on the characteristic.

According to Sugiyono (2008, p.456) reliability is often

defined as the consistency and stability of data findings. From a

positive perspective, reliability typically is considered to be

synonymous with consistency of data produced by observation

made by different researcher at different times.

Reliability test conducted by researcher is to measure the

consistency of the questions that include in the questionnaire on the

variables. According to Malholtra (2004, p.268) a questionnaire is

considered reliable when cronbach‟s alpha test reached 0.6 or

more. Cronbach‟s alpha is the average of all possible split half

coefficients resulting from different ways of splitting the scale

items (Malhotra 2004, p. 268).

c. Normality Test

According to Ghozali (2011, p. 160), normality test have a

purpose to examine whether residual regression variable model

have normal distribution. A good regression model is the model

has normal data distribution or at least approach to normal. In this

research, the way to detect whether the residual have normal

distribution or not that is we can see in histogram graph and see in

43

normal probability plot which is compared from normal

distribution to cumulative distribution. Normal distribution will

form one diagonal straight line and plotting of residual data and

compared by diagonal line. If residua distribution data is normal

then the line will described in truth data and following the line of

diagonal.

2. Descriptive Analysis

According to Istijanto (2009) descriptive study was conducted

where the research is done to provide wider exposure which has a

purpose to change the raw data become easy to comprehended in the

form of short time. The descriptive analysis used to explain general

description about the respondent. This way is done by distributing the

100 questioners to respondent and then processed with statistical

methods using SPPS 24 and Microsoft Excel.

3. Path Analysis

According to Riduwan & Engkos (2007, p. 2) path analysis model

was used to analyze the patterns of relationships between variables

with the aim to find out directly or indirectly influence the set of

independent variables (exogenous) against the dependent variable

(endogenous). There are some benefits using path analysis based on

(Riduwan & Engkos, p. 2) are as follows:

44

a. Description of the phenomenon studied or researched the problem.

b. The prediction variable (Y) based on the value of the variable (X)

and prediction with path analysis is qualitative.

c. Determination of the determinant factor variable (X) where the

dominant influence of the related variables (Y), can be used to

search for the mechanism (line) the influence of the free variable

(X) against variables bound (Y).

d. Use model theory test trimming good test reliability and test new

concepts of development. Application of method of trimming is

used to correct a structural path analysis model by way of

removing the exogenous variables the coefficient of the coaster is

not significant.

Figure 3.1

Path Analysis Model

Ɛ1

Ɛ2

py2x1

py1x1

rx1x2

py1x2

py2x2

Online Sales

Promotion

(X1)

Online Service

Quality

(X2)

Youth

Customer

Satisfaction

(Y)

Online

Customer

Loyalty

(Z)

45

Description:

py1x1 : Standardized coefficient, path coefficient direct effect X1 towards

Y1

py1x2 : Standardized coefficient, path coefficient direct effect X2 toward

Y1


Y2


Y2

X1 : Online Sales Promotion

X2 : Online Service Quality

Y : Youth Customer Satisfaction

Y2 : Online Customer Loyalty

Path diagram in this research consist of two structural equations

where X1 and X2 are exogenous variable and Y1 also Y2 are

endogenous variable. Structural equations in (Ridwan and Kuncoro

2008, p. 129 & 136) we can see as follows:

Hypothesis for Sub Structural I

Figure 3.2

Sub Structural I

pyx1

1

pyx2

Online Sales

Promotion (X1)

Online Service

Quality (X2)

Youth Customer

Satisfaction (Y)

46

From the figure above there is endogenous variable (Y) and

exogenous variable (X1 and X2), which have structure equation

Y = PY1X1 + PY1X2 + ϵ1

Hypothesis for Sub Structural II

Figure 3.3

Sub Structural II

Ɛ1 Ɛ2

py2x1

py1x1

rx1x2

py1x2

py2x2

From the figure above there is endogenous variable (Y2) and exogenous

variable (X1, X2, Y1), which is have structure equations

Y2 = PY2X1 + PY2Y1 + 2

Quality data testing of Path Analysis:

a. Hypothesis Testing

1. Coefficient Determination

According to Ghozali (2006, p. 202) the coefficient of

determination (r2) essentially measure how far the ability of

models to explain variation in the dependent variable. The

Online Sales

Promotion

(X1)

Online Service

Quality

(X2)

Youth

Customer

Satisfaction

(Y1)

Online

Customer

Loyalty

(Y2)

47

value determination of coefficient is between zero and one. The

small means that the ability of independent variables in

explaining variations in the dependent variable is very limited.

Basic weaknesses use the coefficient of determination is

based on the number of independent variables entered into the

model. Each additional one independent variable, then R2

would increase, no matter whether these variables affect the

dependent variable is not. Therefore, in this research used is the

R square that have been adapted or adjusted R Square as

adjusted for the variables used in this research. Adjusted R

Square. A value can rise or fail if an independent variable

added into the model.

2. F-test

According to Sarwono (2007, p. 29) F test is used to see the

influence exogenous variable to endogenous variable

simultaneously. According to Sarwono (2007:30) the criteria

for testing the significant level is 5% or 0.05. Step to examine

the hypothesis with Ftest are as follow (Sarwono 2007, p. 17):

- Calculate Ftest by SPSS

- Calculate the Ftable with the criteria significant level is 0.05

- Determine the criteria of hypothesis test as follows:

48

If Ftest > Ftable, H0 is rejected and H1 is accepted, it

means exogenous variable has significant influence to

endogenous variable simultaneously.

If Ftest < Ftable , H0 is accepted and H1 is rejected, it

means exogenous variable doesn‟t have significant

influence to endogenous variable simultaneously.

3. t-test

According to Sarwono (2007, p. 19) t test is used to see the

influence exogenous variable to endogenous variable

simultaneously. According to Sarwono (2007:19) the criteria

for testing the significant level is 5% or 0.05. Step to examine

the hypothesis with t test are as follow (Sarwono 2007, p. 19):

- Calculate t test by SPSS

- Determine the hypothesis

- Calculate the t table with the criteria significant level is 0.05

- Determine the criteria of hypothesis test as follows:

If t test > t table, H0 is rejected and H1 is accepted, it

means exogenous variable has significant influence to


If t test < t table , H0 is accepted and H1 is rejected, it

means exogenous variable has no significant influence to


49


According to Sarwono (2007, p. 22) correlation of coefficient

is used to see how strong relationship and direction between one or

more variable. Coefficient of correlation can be shown by the

number of pearson correlation. Pearson correlation ranged from

zero until one. If pearson correlation is close to the number one, it

means the relationship is getting strong. Otherwise, if pearson

correlation is close to zero then the relationship is getting weak.

Table 3.2

The Level of Coefficient Correlation

(Sarwono 2007, p. 108)

Internal Coefficient Level of Relationship

0.0-0.25 Very Weak

>0.25-0.5 Weak

>0.5-0.75 Strong

>0.75-1 Very Strong

c. Direct Effect, Indirect Effect and Total Effects

Direct effect is the influence of one exogenous variable toward

endogenous variable which happen without another endogenous

variable. (Riduwan and Kuncoro 2012, p. 152).

Indirect effect is the influence of one exogenous variable

toward endogenous variable which happen through another

endogenous variable. (Riduwan and Kuncoro 2012, p. 152).

50

Total effect is the total influence of direct effect and indirect

effect. (Riduwan and Kuncoro 2012, p. 152).

d. Trimming Test

According to Riduwan & Kuncoro (2008, p.127) trimming model it

happened when path of coefficient tested in a whole if there is a variable

insignificant. Although there is one, two or more of insignificant variable,

the researcher must to correct the structure model of path analysis which is

have done hypothesize.

E. Operational Variable

According to Sugiyono (2008, p. 58) research operational are everything

that shaped whatever things which determined by researcher to learn and get

the information about those things, next make a conclusion. Here the table of

operational variable:

Table 3.3

Operational Variable

No Variable Dimensions Indicator Scale

1. Online Sales

Promotion

(X1)

(Himawan &

Abduh, 2015)

1) Online price

discount

1. Reduction

original

sales price

Agreement

2) Online coupon 2. Special

Code

voucher

3) Free shipping 3. Free

51

shipping

cost

2.

Online Service

Quality

(X2)

1) Fulfillment 4. willingness

to help

customer

Agreement

2) Privacy 5. Keeping

personal

Information of

the customer

3) Reliability 6. Give the

service

accurately

4) Efficiency 7. the ability to

do task well and

correctly (no

wasting time,

energy, and

cost)

5) Responsiveness 8. provide

prompt service

6) Compensation 8. Give

comparable

cost to the

customer if

52


(Yang & Fang,

2013)

there is a

problems

7) Contact

10.live chat

11.phone number

12.email

3. Customer

satisfaction (Lin,

2007) in

(Lin, 2011)

1) Product

and

Services

13 Overall

evaluation of

the product

14 Service based

on the

customer‟s

past

experience

Agreement

4 Online Customer

Loyalty

(Y2)

(Wan and Huang,

2010) in

(Tjahjaningsih,

2013)

13. Attitude 15 intent to

repurchase

another

product in the

company

16 intent to

recommended

to the others

Agreement

54


14. Behaviour 17 Repurchase product

18 Purchase another

product from the

same company

19 Recommending the

product to others

55

CHAPTER IV

RESULT AND ANALYSIS

A. General of Research Object

1. Companies Profile of Lazada.com

Types of business Private

Headquarters Singapore

Area served Southeast Asia

Owner Alibaba Group

Founders Alexander Samwer, Marc Samwer,

Oliver Samwer

Industry Internet

Services E-commerce (Online Shopping)

Employees 4.600

Total funding $1.75b

Founded 2012

Website Lazada.com

2. History of Lazada.com

Lazada Group operates Lazada, Southeast Asia‟s number one

online shopping and selling destination, with presence in Indonesia

(www.lazada.co.id), Malaysia (www.lazada.com.my), the Philippines

(www.lazada.com.ph), Singapore (www.lazada.sg), Thailand

56

(www.lazada.co.th) and Vietnam (www.lazada.vn). Launched in March

2012, Lazada Group has grown rapidly to approximately 7,000 FTEs. The

company has an online footprint of 5 million daily visits to its sites and

mobile apps, and the largest Facebook following in Southeast Asia with

more than 13 million fans.

Lazada is pioneering eCommerce in the region by providing

customers with an effortless shopping experience with multiple payment

methods including cash-on-delivery, extensive customer care and free

returns. Lazada features a wide product offering in categories ranging from

consumer electronics to household goods, toys, fashion and sports

equipment. Lazada offers brands and merchants a marketplace solution

with simple and direct access to about 550 million consumers in six

countries through one retail channel. Lazada Group also operates Lazada

Express, a provider of logistics services, and helloPay, an easy-to use

online payment platform that provides consumers with a secure way of

shopping online.

B. Analysis and Discussion

1. General Description and Respondent Data

The respondents in this research were the customer who ever shopping

in Lazada.com. Based on the data of 100 respondents through questioner,

the characteristic obtained based on gender, age and city.

57

a. General Description and Respondent based on Gender

From distributing the questioner to customer of lazada.com,

researcher got the description about gender from respondents as

follows:

Table 4.1

Respondent based on Gender

Gender Frequency Percentage

Male 45 45%

Female 55 55%

Total 100 100%

Source: Primary data Processed 2017

Based on the research results of 100 respondents, visible in the

table 4.1it can be seen that the percentage of female was larger than

male respondents. There were 45 respondents (45%) male and 55

respondents (55%) female from the results of gender respondents.

b. General Description and Respondent based on Age

From distributing the questioner to the Lazada customer, researcher

gets the description about age from respondents as follows:

Table 4.2

Respondent based on Age

Age Frequency Percentage

18 3 3%

19 3 3%

20 43 43%

21 27 27%

22 13 13%

58

Age Frequency Percentage

23 2 2%

24 1 1%

25 4 4%

Total 100 100%



table 4.2 there were 3 respondents (3%) 18 years old, 3 respondents

(3%) 19 years old, 43 respondents (43%) 20 years old, 27 respondents



(4%) 25 years old.

c. General Description and Respondent based on city

From distributing the questioner to customer of Lazada.com,

Researcher gets the description about city from respondents as

follows:

Table 4.3

Respondent based on province

Province Frequency Percentage

DKI Jakarta 45 45%

West Java 15 15%

Banten 40 40%

Total 100 100%



table 4.3 there were 45 respondents (45%) coming from DKI Jakarta,

59

15 respondents (15%) from West Java, 40 respondents (40%) coming

from Banten.

2. Quality Data Testing

a. Validity Test

The validity of a scale may be defined as the extent to which

differences in observed scale scores reflect true differences among on the

objects on the characteristic being measured, rather than systematic or

random eror. (Malhotra 2009, p. 269).

Test validity in determining the worth or absence of an item to be

used, usually performed significance test of correlation coefficient at 0.30

limitations minimal correlation, meaning that an item is considered valid if

the total score is greater than 0.30 (Priyatno 2010, p. 90).

The questionnaire is divided into four main factors, namely online

sales promotion (X1) with 3 questions, online service quality (X2) with 11

questions, youth customer satisfaction (Y2) with 10 questions, and online

customer loyalty (Y2) with 6 questions, so the total number of questions in

the questionnaire is 30 questions. The validity of each question can be

seen in the table below:

Table 4.4

Tryout Result

Validity Test: Online Sales Promotion (X1)

No Questions Table Value Calculated

Value

Describe

1 Online Sales

Promotion

0.30 0.766 Valid

60


Value

Describe

2 Online Sales

Promotion

0.30 0.615 Valid

3 Online Sales

Promotion

0.30 0.672 Valid

Source: Primary data Output SPSS 24

From the table above, there are three questions to test online sales

promotion. It can be seen that all of the result of online sales promotion

questions are valid, because the score of total correlation more than 0.30.

Table 4.5

Tryout Result

Validity Test: Online Service Quality (X2)


Value

Describe

1 Online Service

Quality

0.30 0.589 Valid

2 Online Service

Quality

0.30 0.561 Valid

3 Online Service

quality

0.30 0.656 Valid

4 Online Service

quality

0.30 0.516 Valid

5 Online Service

quality

0.30 0.760 Valid

6 Online Service

quality

0.30 0.762 Valid

7 Online Service

quality

0.30 0.689 Valid

8 Online Service

quality

0.30 0.706 Valid

9 Online Service

quality

0.30 0.663 Valid


61

From the data above, there are eleven questions to test online

service quality. It can be seen that all of the result of online service quality

are valid, because the score of total correlation more than 0.30.

Table 4.6

Tryout Result

Validity Test: Youth Customer Satisfaction (Y1)

No Questions Table

Value

Calculated

Value

Describe

1 Youth Customer

Satisfaction

0.30 0.779 Valid

2 Youth Customer

Satisfaction

0.30 0.745 Valid


From the data above, there are ten questions to test youth customer

satisfaction. It can be seen that all of the result of youth customer

satisfaction are valid, because the score of total correlation more than 0.30.

Table 4.7

Tryout Result

Validity Test: Online Customer Loyalty (Y2)

No Questions Table

Value

Calculated

Value

Describe

1 Online Customer

Loyalty

0.30 0.684 Valid

2 Online Customer

Loyalty

0.30 0.657 Valid

3 Online Customer

Loyalty

0.30 0.751 Valid

4 Online Customer

Loyalty

0.30 0.634 Valid

5 Online Customer

Loyalty

0.30 0.771 Valid


62

From the data above, there are six questions to test online customer

loyalty. It can be seen that all of the result of online customer loyalty are

valid, because the score of total correlation more than 0.30.

b. Reliability Test

Reliability test conducted by researcher to measures the consistency of

questions that include in the questioner on variables. According to

Malhotra (2004:268) a questioner is considered reliable when cronbach‟s

alpha test reached 0.60 or more. Cronbach‟s alpha is the average of all

possible split half coefficients resulting from different ways of splitting the

scale items. The table below shows the reliability test result as follows:

1) Online Sales Promotion

There are three questions about online sales promotion that will be

tested with using reliability test. The variable is categorizes reliable if

cronbach‟s alpha more than 0.60. Here are the results of reliability test

about online sales promotion as follows:

Table 4.8

Tryout Result

Reliability Test of Online Sales Promotion

Reliability Statistics

Croncach’s

Alpha

N of Items

.638 3


63

Based on the table above, it can be seen the number of cronbach‟s

alpha is 0.638. It means variable of online sales promotion is reliable

because the cronbach‟s alpha shows more than 0.60.

2) Online Service Quality

There are eleven questions about online service quality that will be



about online service quality as follows:

Table 4.9

Tryout Result

Reliability Test of Online Service Quality


Croncach’s

Alpha

N of Items

.835 9



alpha is 0.852. It means variable of online service quality is reliable


3) Youth Customer Satisfaction

There are ten questions about youth customer satisfaction that will be



about youth customer satisfaction as follows:

64

Table 4.10

Tryout Result

Reliability of Youth Customer Satisfaction


Croncach’s

Alpha

N of Items

.667 2



alpha is 0.667. It means variable of youth customer satisfaction is reliable


4) Online Customer Loyalty

There are six questions about online customer loyalty that will be



about online customer loyalty as follows:

Table 4.11

Tryout Result

Reliability of Online Customer Loyalty


Croncach’s

Alpha

N of Items

.736 5



alpha is 0.736. It means variable of online customer loyalty is reliable


65

c. Normality Test

According to (Ghozali 2011, p. 160), normality test have a purpose to

examine whether residual regression variable model have normal

distribution. A good regression model is the model have normal data

distribution or at least approach to normal. In this research, the way to

detect whether the residual have normal distribution or not that is we can

see in histogram graph and see in normal probability plot which is

compared from normal distribution to cumulative distribution. Normal

distribution will form one diagonal straight line and plotting of residual

data and compared by diagonal line. If residua distribution data is normal

then the line will described in truth data and following the line of diagonal.

Figure 4.1

The Result of Normality Test Sub Structure I


66

Based on the figure 4.1 above we can see the result of normality test

sub structure I showed that data or variable model have normal

distribution because the line will described in truth data and following the

line of diagonal.

d. Sub Structure II

Figure 4.2

The Result of Normality Test Sub Structure II

Based on the figure 4.2 above we can see the result of normality

test sub structure I showed that data or variable model have normal

distribution because the line will described in truth data and following the

line of diagonal.

67

3. Descriptive Analysis

a. Online Sales Promotion

There are three questions in online sales promotion, every question

have different frequency and percent. The frequency number gets from

respondent value. Here are the explanations of each question:

Table 4.12

The reduction of original price in Lazada.com already appropriate

with my desired

Answer Frequency Percent

Strongly Agree 18 18%

Agree 48 48%

Neutral 31 31%

Disagree 2 2%

Strongly Disagree 1 1%

Total 100 100%


Based on the table 4.11 showed that 18 respondent (18%) strongly

agree, 48 respondent (48%) agree, 31 respondent (31%) neutral, 2

respondent (2%) disagree, 1 respondent (1%) strongly disagree. The table

results shown the majority of respondents agree that the reduction of

original price in Lazada.com already appropriate with consumer desired.

Table 4.13

Lazada.com gave favorable code voucher



Agree 51 51%

68


Neutral 29 29%

Disagree 3 3%


Total 100 100%





results shown the majority of respondents agree that Lazada.com gave

favorable code voucher.

Table 4.14

Free shipping promotion make me wants to shop in Lazada.com



Agree 35 35%

Neutral 6 6%

Disagree 1 1%


Total 100 100%



agree, 35 respondent (35%) agree, 6 respondent (6%) neutral, 1 respondent

(1%) disagree, 0 respondent (0%) strongly disagree. The table results

shown the majority of respondents strongly agree that free shipping

promotion make consumer wants to shop in Lazada.com.

69

b. Online Service Quality

Table 4.15

Lazada.com help me to fulfill the consumer needed



Agree 63 63%

Neutral 15 15%

Disagree 2 2%


Total 100 100%





results shown the majority of respondents agree that Lazada.com help

consumer to fulfill consumer needed.

Table 4.16

Lazada.com keeping my personal information



Agree 56 55%

Neutral 24 25%

Disagree 2 2%


Total 100 100%


70




results shown the majority of respondents agree that Lazada.com keeping

consumer personal information.

Table 4.17

Lazada.com provide accurately services already appropriate with my

desired



Agree 56 56%

Neutral 21 21%

Disagree 2 2%


Total 100 100%





results shown the majority of respondents agree that Lazada.com provide

accurately services already appropriate with consumer desired.

71

Table 4.18

Lazada.com provide efficient services such as energy, money & time

that lazada.com gave already appropriate with my desired



Agree 65 65%

Neutral 23 23%

Disagree 0 0%


Total 100 100%





results shown the majority of respondents agree that Lazada.com provide

efficient services such as energy, money and time that Lazada.com gave

already appropriate with consumer desired.

Table 4.19

Lazada.com giving prompt services for me



Agree 57 57%

Neutral 23 23%

Disagree 3 3%


Total 100 100%

72





results shown the majority of respondents agree that Lazada.com giving

prompt services for me.

Table 4.20

Lazada.com gave comparable cost if there is damage in the product



Agree 48 48%

Neutral 20 19%

Disagree 8 8%


Total 100 100%





results shown the majority of respondents agree that Lazada.com gave

comparable cost if there is damage in the product.

73

Table 4.21

Live chat services that owned by Lazada.com helps my needed



Agree 55 55%

Neutral 20 20%

Disagree 5 5%


Total 100 100%





results shown the majority of respondents agree that live chat services that

owned by Lazada.com helps consumer needed.

Table 4.22

The phone number that provided by Lazada.com is useful for me

when I get trouble



Agree 41 41%

Neutral 36 36%

Disagree 6 6%


Total 100 100%


74




results shown the majority of respondents agree that the phone number

that provided by Lazada.com is usefull for me when consumer get trouble.

Table 4.23

Email address that provided by Lazada.com is useful for me when I

get trouble



Agree 42 42%

Neutral 39 39%

Disagree 2 2%


Total 100 100%





results shown the majority of respondents agree that Email address that

provided by Lazada.com is usefull for me when consumer get trouble.

75

c. Youth Customer Satisfaction

Table 4.24

I am using Lazada.com because of overall evaluation product



Agree 48 59%

Neutral 31 22%

Disagree 2 0%


Total 100 100%





results shown the majority of respondents agree that consumer using

Lazada.com because of overall evaluation product.

Table 4.25

I am using Lazada.com because of service based on the my past

experience



Agree 51 65%

Neutral 29 11%

Disagree 3 0%


Total 100 100%

76





results shown the majority of respondents agree that consumer using

Lazada.com because of service based on consumer past experience.

d. Online Customer Loyalty

Table 4.26

I intent to repurchase another product in Lazada.com



Agree 63 41%

Neutral 15 38%

Disagree 2 3%


Total 100 100%





results shown the majority of respondents agree that consumer inrent to

repurchase another product in Lazada.com.

77

Table 4.27

I intent to recommended Lazada.com to the others



Agree 55 45%

Neutral 25 37%

Disagree 2 2%


Total 100 100%





results shown the majority of respondents agree that consumer intent to

recommended Lazada.com to the others.

Table 4.28

I have repurchase Lazada.com product



Agree 56 33%

Neutral 20 41%

Disagree 2 4%


Total 100 100%




78


results shown the majority of respondents agree that consumer has

repurchase Lazada.com product.

Table 4.29

I have repurchase another product in Lazada.com



Agree 65 55%

Neutral 23 6%

Disagree 0 1%


Total 100 100%






repurchase another product in Lazada.com.

Table 4.30

I have recommended Lazada.com to the others



Agree 57 36%

Neutral 23 37%

Disagree 3 6%


Total 100 100%

79






recommended Lazada.com to the others.

4. Path Analysis

a. Hypothesis Testing

1. Testing and Understanding Sub Structural I

The formula model of the sub structural I equation here are as follows:

Y= PY1X1 + PY1X2 +ϵ1

Based on the calculation results using SPSS 24, obtained the results

with simultaneously and partial here are as follows:

a) To see The Influence Online Sales Promotion (X1) and Online Service

Quality (X2) Simultaneously toward Youth Customer Satisfaction (Y1)

To see the influence online sales promotion variable and online

service quality toward youth customer satisfaction simultaneously we

can see from the calculation in Summary Model, especially R Square

number below:

Table 4.31

Model Summary Sub Structure I

Model R R Square Adjusted R

Square

Std. Error of

the Estimate

1 .911a

.830 .827 .487

80

a. Dependent Variable: Youth Customer Satisfaction

b. Predictors: (Constant), Online Service Quality, Online Sales Promotion


The number of R Square is 0.830. The number used to see how

much the influence of online sales promotion and online service

quality toward youth customer satisfaction in a way calculating the

coefficient determination using this formula:

KD = r2 x 100%

KD = 0.830 x 100%

KD = 83.0%

The number above have means that the influence of online sales

promotion and online service quality toward youth customer

satisfaction simultaneously is 83.0% and the residue is 17% (100% -

83.0%) influenced by another factor. In other word, youth customer

satisfaction can be explain using online sales promotion and online

service quality variable amount 83.0% while the influence amount

17% caused by another variable outside this model.

To know whether regression model above is correct or incorrect

needed to test hypothesis. Hypothesis testing using the number of F

test here are as follows:

81

Table 4.32

ANOVAa

Model Sum of

Squares

Df Mean

Square

F Sig.

1 Regression

residual

total

112.575

22.985

135.560

2

97

99

56.288

.237

237.545 .000b




Here the hypothesis as follows:

H0: Online sales promotion and online service quality have no influence

on youth customer satisfaction

H1: Online sales promotion and online service quality have influence on

youth customer satisfaction

The test could be done in two ways:

1) Comparing the number of F test and F table on anova table, F test

obtained amount 237.545 and F table obtained amount 2.70.

If F test > F table H0 is rejected and H1 is accepted

If F test < F table H0 is accepted and H1 is rejected

From obtained results the number of F test amount 237.545 > 2.70

the results indicated that H0 is rejected and H1 is accepted , its means

Online sales promotion and online service quality have influence on

youth customer satisfaction.

82

2) Comparing the amount of the level significant with significant level

0.05

If the number of probability 0.05 smaller or equal with probability

number of significant or [0.05 ≤ Sig], so H0 is accepted and H1 is

rejected, its means insignificant.

If the number of probability 0.05 more than or equal with probability

number of significant or [0.05 ≥ Sig], so H0 is rejected and H1 is

accepted, its means significant.

Based on calculated from anova table the number of significant

(Sig.) is 0.000 the number shows that the number of significant level

0.05 more than or equal with the number of significant (Sig) [0.05 ≥

0.000] so H0 is rejected and H1 is accepted. Its means, online sales

promotion and online service quality have influence on youth customer

satisfaction.

b) To see The Influence Online Sales Promotion (X1) and Online Service

Quality (X2) Partially toward Youth Customer Satisfaction (Y)

To see the influence variable of online sales promotion and online

service quality partially with youth customer satisfaction using t test

whereas, to see magnitude of influence used the beta number or

Standardized Coefficient below here:

83

Table4.33

Correlation Coefficient Substructure I

Coefficientsa

Model

Unstandardized

Coefficient

Standardized

Coefficient

t

Sig. B Std.

Error

Beta

1 (Constant)

Online Sales

Promotion (X1)

-1.270

.679

.447

.037

.873

-2.842

18.501

.005

.000

Online Service

Quality (X2)

.019 .012 .076 1.614 .110



1. The influence between online sales promotion and youth customer

satisfaction

The hypothesis as follows:

H0: Online sales promotion has no influence on youth customer

satisfaction

H1: Online sales promotion has influence on youth customer

satisfaction


1) Comparing the number of t-test and t-table, t-test amount 18.501

and t-table obtained 1.664. With the formula degree of freedom (df)

= n – k (number of respondent – number of variable) or df = 100 - 4

or 96 the results amount 1.664. with the criteria hypothesis testing

are:

If t test > t table H0 is rejected and H1 is accepted

84

If t test < t table H0 is accepted and H1 is rejected

Based on the calculated obtained t test amount 18.501 > 1.664

so, H0 is rejected and H1 is accepted, its means online sales

promotion has influence on youth customer satisfaction.

2) Comparing the amount significant level with significant level of

0.05

If the number of the probability 0.05 smaller or equal than the

number of Sig probability or [0.05 ≤ Sig], so H0 is accepted and

H1is rejected, its means insignificant.

If the number of probability is 0.05 higher or equal with the

number of Sig probability or [0.05 ≥ Sig]. so H0 is rejected and H1

is accepted, its means significant.

Based on the results number of significant (Sig) coefficient table

for online sales promotion is 0.000 the number shown the

significant level of 0.05 smaller or equal with the number of

significant level (Sig) [0.05 ≥ 0.000] so H0 is rejected and H1 is

accepted. Its means online sales promotion has influence on youth

customer satisfaction.

2. The influence between online service quality and youth customer

satisfaction


H0: Online service quality has no influence on youth customer

satisfaction

85

H1: Online service quality has influence on youth customer

satisfaction


1) Comparing the number of t-test and t-table, t-test amount 1.614

and t-table obtained 1.664. With the formula degree of freedom

(df) = n – k (number of respondent – number of variable) or df =

100 - 4 or 96 the results amount 1.664. with the criteria

hypothesis testing are:



Based on the calculated obtained t test amount 1.614 <

1.664 so, H0 is accepted and H1 is rejected, its means online

service quality has no influence on youth customer

satisfaction.


0.05


number of Sig probability or [0.05 ≤ Sig], so H0 is accepted and





86

Based on the results number of significant (Sig) coefficient

table for online service quality is 0.110 the number shown the


significant level (Sig) [0.05 ≤ 0. 110] so H0 is accepted and H1 is

rejected. Its means online service quality has no influence on


This result appropriate with Susanti‟s journal, the title is

the influence of price, promotion, services and product quality

toward online customer satisfaction, the journal said that online

sales promotion has significant effect toward customer

satisfaction partially but there is a different also with susanti

journal that online service quality has no significant effect toward

customer satisfaction partially and online sales promotion with

online service quality has no significant effect simultaneously

toward customer satisfaction. Therefore in another words that

online sales promotion in Lazada.com has influence toward

youth customer satisfaction and online service quality in

Lazada.com has no ensure get youth customer satisfaction.

Because of online service quality has weak influence toward


The equation of sub structural I become:

Y = 0.873X1 + 0.076X2 + ϵ1

The number of residue amount 0.478ɛ1 obtained from 1-R

87

1 – 0.830= 0.170

Figure 4.3

Hypothesis Test Model Sub Structure I

2. Testing and Understanding Sub Structural II

The formula model of the sub structural II equation here are as

follows:

Y2= PY2x1X1 + PY2Y1 + ɛ2

Based on the calculation results using SPSS 24, obtained the

results with simultaneously and partial here are as follows:

a) To see The Influence Online Sales Promotion (X1) and Online

Service Quality (X2) and Youth Customer Satisfaction (Y)

Simultaneously toward Online Customer Loyalty (Y2)

To see the influence Online Sales Promotion variable, Online

Service Quality and Youth Customer Satisfaction toward Online

Customer Loyalty, we can see from the calculation in Summary

Model, especially R Square number below here:

Table 4.34

Model Summary Sub Structure II


Square

Std. Error of

the Estimate

1 .888a

.788 .782 1.135

Online Sales

Promotion (X1)

Online Service

Quality (X2)

Youth

Customer

Satisfaction

(y)

0.873

0.076

0.170

88

a. Predictors: (Constan) Online Service Quality

b. Dependent Variable: Youth Customer Satisfaction


The number of R Square is 0.788. The number used to see how

much the influence of online sales promotion, online service

quality and youth customer satisfaction toward online customer

loyalty in a way calculating the coefficient determination using this

formula:

KD = r2 x 100%

KD = 0.788 x 100%

KD = 78.8%

The number above have means that the influence of online sales

promotion, online service quality and youth customer satisfaction

toward online customer loyalty amount 78.8% and the residue is

21.2% (100% - 78.8%) influenced by another factor. In other word,

online customer loyalty can be explain using online sales

promotion, online service quality and youth customer satisfaction

variable amount 78.8% while the influence amount 21.2% caused

by another variable outside this model.

To know whether regression model above is correct or incorrect

needed to test hypothesis. Hypothesis testing using the number of F

test here are as follows:

89

Table 4.35

ANOVAa

Model Sum of

Squares

Df Mean

Square

F Sig.

1 Regression

Residual

Total

460.996

123.754

584.750

3

96

99

153.665

1.289

119.203 .000b


b. Predictors: (Constant), Online Service Quality


The hypothesis are as follows:

H0: Online sales promotion, online service quality and youth

customer satisfaction have no influence on online

customer loyalty

H1: Online sales promotion, online service quality and youth

customer satisfaction have influence on online customer

loyalty


1) Comparing the number of F test and F table on anova model,

F test obtained amount 119.203 and F table obtained amount

2.70

If F test > F table H0 is rejected and H1 is accepted

If F test < F table H0 is accepted and H1 is rejected

From obtained results the number of F test amount 106.731 >

2.70F and then H0 is rejected and H1 is accepted, its means

online sales promotion ,online service quality and youth

90

customer satisfaction have influence on online customer

loyalty

2) Comparing the amount of the level significant with

significant level 0.05

If the number of probability 0.05 smaller or equal with

probability number of significant or [0.05 ≤ Sig], so H0 is

accepted and H1 is rejected, its means insignificant.

If the number of probability 0.05 more than or equal with

probability number of significant or [0.05 ≥ Sig], so H0 is

rejected and H1 is accepted, its means significant.

Based on calculated from anova table the number of

significant (Sig.) is 0.000 the number shows that the number

of significant level 0.05 more than or equal with the number

of significant (Sig) [0.05 ≥ 0.000] so H0 is rejected and H1 is

accepted. Its means, online sales promotion and online

service quality have influence on online customer loyalty.

b) To see The Influence Online Sales Promotion (X1) and Online

Service Quality (X2) and Youth Customer Satisfaction (Y1)

Simultaneously toward Online Customer Loyalty (Y2)

To see the influence variable of online sales promotion, online

service quality and youth customer satisfaction partially with

online customer loyalty using t test whereas, to see magnitude of

91

influence used the beta number or Standardized Coefficient below

here:

Table4.36

Correlation Coefficient Substructure II

Coefficientsa

Model

Unstandardized

Coefficient

Standardized

Coefficient

T

Sig. B Std.

Error

Beta

1 (Constant)

Online

Sales

Promotion

(X1)

4.720

-.234

1.085

.182

-.145

4.352

-1.288

.000

.201

Online

Service

Quality

(X2)

.485 .028 .922 17.165 .000

Youth

Customer

Satisfaction

.125 .237 .060 .529 .598

a. Dependent Variable: Online Customer Loyalty


1. The influence online sales promotion toward online customer loyalty


H0: Online sales promotion has no influence on online customer loyalty

H1: Online sales promotion has influence on online customer loyalty


1) Comparing the number of t-test and t-table, t test amount

-1.288 and t table obtained 1.664 with the formula degree of

freedom (df) = n – k (number

92

of respondent – number of variable) or df = 100 - 4 or 96 the results

amount 1.664. with the criteria hypothesis testing are:



Based on the calculated obtained t test amount -1.288 < 1.664 so,

H0 is accepted and H1 is rejected, its means online sales promotion

has no influence on online customer loyalty


0.05

If the number of the probability 0.05 smaller or equal than

the number of Sig probability or [0.05 ≤ Sig], so H0 is accepted and






for online sales promotion is 0.201 the number shown the


significant level (Sig) [0.05 ≤ 0. 201] so H0 is accepted and H1 is

rejected. Its means online sales promotion has no influence on

online customer loyalty

93

2. The influence between online service quality and online customer

loyalty


H0: Online service quality has no influence on online customer

loyalty

H1: Online service quality has influence on online customer loyalty


1) Comparing the number of t-test and t-table, t test amount 17.165

and t-table obtained 1.664. With the formula degree of freedom (df)

= n – k (number of respondent – number of variable) or df = 100 - 4 or

96 the results amount 1.664. with the criteria hypothesis testing are:



Based on the calculated obtained t test amount 17.165 > 1.664

then, H0 is rejected and H1 is accepted, its means Online service

quality has influence on online customer loyalty.

2) Comparing the amount significant level with significant level of 0.05


number of Sig probability or [0.05 ≤ Sig], so H0 is accepted and H1is



number of Sig probability or [0.05 ≥ Sig]. So H0 is rejected and H1 is


94

Based on the results number of significant (Sig) coefficient

table for online service quality is 0.000 the number shown the

significant level of 0.05 smaller or equal with the number of significant

level (Sig) [0.05 ≥ 0.000] so H0 is rejected and H1 is accepted. Its

means online service quality has influence on online customer loyalty.

3. The influence between youth customer satisfaction and online

customer loyalty


H0: Youth customer satisfaction has no influence on online

customer loyalty

H1: Youth customer satisfaction has influence on online customer

loyalty


1) Comparing the number of t-test and t-table, t-test amount 0.529 and

t-table obtained 1.664. With the formula degree of freedom (df) = n –

k (number of respondent – number of variable) or df = 100 - 4 or 96

the results amount 1.664. with the criteria hypothesis testing are:

If t-test > t- table H0 is rejected and H1 is accepted

If t- test < t-table H0 is accepted and H1 is rejected

Based on the calculated obtained t-test amount 0.529 < 1.664 so,

H0 is accepted and H1 is rejected, its means youth customer

satisfaction has no influence on online customer loyalty

2) Comparing the amount significant level with significant level of 0.05

95


number of Sig probability or [0.05 ≤ Sig], so H0 is accepted and H1is



number of Sig probability or [0.05 ≥ Sig]. So H0 is rejected and H1 is



for youth customer satisfaction is 0.598 the number shown the

significant level of 0.05 smaller or equal with the number of significant

level (Sig) [0.05 ≤ 0. 598] so H0 is accepted and H1 is rejected. Its

means youth customer satisfaction has no influence on online customer

loyalty.

This result different with Bowen and Chen‟s journal, the title is

the relationship between customer loyalty and customer satisfaction,

the journal said that there is has positive influence among customer

satisfaction and customer loyalty. Therefore in another words, that

youth customer satisfaction in Lazada.com has no ensure get online

customer loyalty. Because of youth customer satisfaction has weak

influence toward online customer loyalty.

The equation of sub structural II become:

Y2 = -0.145X1 +0.922X2+ 0.060Y1 + ɛ2

The number of residue amount 0.479ɛ1 obtained from 1-R

1 – 0.788 = 0.212

96

Figure 4.4

Hypothesis Test: Model Sub Structure II

ɛ2


Table 4.37

Correlations

Online Sales

Promotion (X1)

Online Service

Quality (X2)

Online Sales

Promotion (X1)

Pearson Correlation

1 .464**

Sig. (2-tailed)

N

100

.000

100

Online Service

Quality (X2)

Pearson Correlation .464**

1

Sig. (2-tailed)

N

.000

Sig. (2-tailed)

N

.000

100

100

**.Correlation is significant at the 0.01 level (2-tailed)


The correlations between Online Sales Promotion and Online Service Quality

Online

Sales

Promotion

(X1)

Online

Service

Quality

(X2)

Youth

Customer

Satisfaction

(Y)

Online

Customer

Loyalty

(Y2)

-0.145

0.060

0.212

0.922

97

Based on the calculation results the correlation number between online

sales promotion variable and online service quality amount 0.464, to explain the

number, we used criteria as follows:

0.0-0.25 : very weak correlation

>0.25-0.5 : weak correlation

>0.5-0.75 : strong correlation

>0.75-1 : very strong correlation

The number correlation amount 0.464, its means relationship between online

sales promotion and online service quality they have weak correlation and the

correlation coefficient indicates that the relationship between variables is

negative. Negative correlation is a relationship between two variables in which

one variable increases as the other decreases, and vice versa. Both variable is

significant because the number of significant amount 0.000 < 0.05. If the number

of significant (sig,) < 0.05 so, the relationship both variable is significant, and the

other hand if the number of significant (sig.) > 0.05 so the relationship both

variable is insignificant.

c. Direct, Indirect and Total Effect

1. Direct Effect

To calculate direct effect, used the formula as follows:

a) The influence online sales promotion toward youth customer

satisfaction

X1 Y = 0.873

98

b) The influence online service quality toward youth customer

satisfaction

X2 Y = 0. 076

c) The influence online sales promotion toward online customer loyalty

X1 Z = -0.145

d) The influence online service quality toward online customer loyalty

X2 Z = 0.922

e) The influence youth customer satisfaction toward online customer

loyalty

Y Z = 0. 060

2. Indirect Effect

a) The influence variable of online sales promotion toward online

customer loyalty mediated by youth cus

b) tomer satisfaction

X1 Y Z = (0.873x 0.060) = 0.005

c) The influence variable of online service quality toward online

customer loyalty mediated by youth customer satisfaction

X2 Y Z = (0. 076 x 0.060) = 0.0005

3. Total Effect

a) The influence variable of online sales promotion toward online


X1 Y Z = (-0.145 + 0.060) = -0.085

99

b) The influence variable of online service quality toward online


X2 Y Z = (0.922+ 0.060) = 0.982

4. Direct and Indirect Analysis

a) Online Sales Promotion

Based on the results above, we can see that direct effect of online

sales promotion toward youth customer satisfaction the number amount

87.3% (0.873) and online sales promotion toward online customer loyalty

-14.5% (-0.145) and also indirect effect of online sales promotion toward

online customer loyalty mediated by youth customer satisfaction the

number amount (0.5%) 0.005. The conclusion is, online sales promotion

has high inluence to improve youth customer satisfaction in Lazada.com

such as giving online price discount, online coupon and free shiping to

youth customer but, the results shows that online sales promotion element

such as online price discount, online coupon and free shiping can‟t make

youth customer become loyal to Lazada.com or can‟t make customer

recommended Lazada.com to others and want to repeat purchase in

Lazada.com.

b) Online Service Quality

Based on the results above, we can see that direct effect of online

service quality toward youth customer satisfaction the number amount

7.6% (0.076) and online service quality toward online customer loyalty

92.2% (0.922) and also indirect effect of online service quality toward

100

Online

Service

Quality

(X2)

Online Youth

Customer

Satisfaction

(Y)

Online

Customer

Loyalty

(Z)

Online

Sales

Promotion

(X1)

online customer loyalty mediated by youth customer satisfaction the

number amount 0.05% (0.0005).The conclusion is, online service quality

element such as Lazada.com have willingness to help customer, give the

service accurately, Lazada.com want to do task well and correctly ( no

wasting time, energy and cost, provide prompt service, give comparable

cost if there is a problem in Lazada‟s services, and live chat,phone number

& email which owned by Lazada.com is usefull when customer get

trouble. Those are all online service quality emelement directly has

significant influence toward online customer loyalty. The results shows

that Lazada‟s youth customer must not doing overall evaluation of product

and services based on the customer past experience to get online customer

loyalty but, just have good online service quality the customer will be

loyal to Lazada.com.

Figure 4.5

Path Analysis Structure Model

Ɛ1

Ɛ2

0.464

0.873

0. 076

0.170

0.145

0.922

0.060

0.212

101

d. Trimming Model

After we analysis overall path coefficient, in fact there are two

variable has no significant it is online service quality variable in

substructural I and online sales promotion variable in substructural II.

Therefore, the researcher needed to repair path analysis structure model

that have hypothesize.

1. Sub Structural I model 1 and 2

Table 4.38



Square

Std. Error of the

Estimate

1 .911a

.830 .827 .487

2 .905 .819 816 .449


b. Predictors: (Constant) Online Sales Promotion


Table 4.39

ANOVAa

Model Sum of Squares Df Mean

Square

F Sig.

1 Regression

Residual

Total

112.575

22.985

135.560

2

97

99

56.288

.237

237.545 .000b

2 Regression

Residual

Total

68.546

15.168

83.714

1

61

62

68.546

.249

275.660 .000b


b. Predictors: (Constant) Online Sales Promotion


102

Table4.40


Coefficientsa

Model

Unstandardized

Coefficient

Standardized

Coefficient

t

Sig. B Std. Error Beta

1 (Constant)

Online Sales

Promotion

(X1)

-1.270

.679

.447

.037

.873

-2.842

18.501

.005

.000

Online

Service

Quality (X2)

.019 .012 .076 1.614 .110

Model

Unstandardized

Coefficient

Standardized

Coefficient

T


2 (Constant)

Online Sales

Promotion

(X1)

-.361

.659

.479

.040

.905

-.753

16.603

.454

.000



Figure 4.3

Trimming Model Sub Structure I

Online Sales

Promotion (X1)

Youth Customer

Satisfaction 0.873 0.170

103

2. Sub Structural II model 1 and 2

Table 4.41



Square

Std. Error of the

Estimate

1 .888a

.788 .782 1.135


Square

Std. Error of the

Estimate

2 .886 .785 .780 1.139

a. Predictors: (Constan) youth customer satisfaction, online service quality

b. Dependent Variable: online customer loyalty


Table 4.42

ANOVAa


Square

F Sig.

1 Regression

Residual

Total

460.996

123.754

584.750

3

96

99

153.665

1.289

119.203 .000b


Square

F Sig.

2 Regression

Residual

Total

458.858

125.892

584.750

2

97

99

229.429

1.298

176.775 .000b

a. Dependent Variable: online customer loyalty

b. Predictors: (Constant), youth customer satisfaction, online service

quality


104

Table4.43


Coefficientsa

Model

Unstandardized

Coefficient

Standardized

Coefficient

t


1 (Constant)

Online Sales

Promotion

(X1)

4.720

-.234

1.085

.182

-.145

4.352

-1.288

.000

.201

Online

Service

Quality (X2)

.485 .028 .922 17.165 .000

Youth

Customer

Satisfaction

.125 .237 .060 .529 .598

Model

Unstandardized

Coefficient

Standardized

Coefficient

t


2 (Constant)

Online

Service

Quality (X2)

4.021

.483

.942

.028

.917

4.268

17.059

.000

.000

Youth

Customer

Satisfaction

-.144 .112 -.069 -1.289 .200

Dependent Variable: Online Customer Loyalty


105

Online

Sales

Promotion

(X1)

Online

Service

Quality

(X2)

Online Youth

Customer

Satisfaction

(Y)

Online

Customer

Loyalty

(Z)

Figure 4.6

Trimming Model Sub Structure II

ɛ2

Figure 4.7

Path Analysis Model After Trimming Test

Ɛ1

Ɛ2

Online

Service

Quality

(X2)

Youth

Customer

Satisfaction

(Y)

Online

Customer

Loyalty (Z)

0.464

0.873

0.170

0.922

0.060

0.212

Online

Sales

Promotion

(X1)

0.212

106

CHAPTER V

CONCLUSION AND SUGGESTION

A. Conclusions

Based on the results of analysis and discussion in the previous chapter then

obtained conclusion regarding, the influence of online sales promotion and

online service quality toward youth customer satisfaction that impacts on

online customer loyalty. These conclusions include are:

1. Online sales promotion has influence on youth customer satisfaction

partially 87.3%

2. Online service quality has influence on youth customer satisfaction

partially amount 7.6%

3. Online sales promotion and online service quality has influence

simultaneously on youth customer satisfaction amount 83%

4. Online sales promotion has influence partially toward online customer

loyalty -14.5%

5. Online service quality has influence toward online customer loyalty

amount 92.2%

6. Youth customer satisfaction has influence partially toward online customer

loyalty 6.0%

7. Online sales promotion, online service quality, and youth customer

satisfaction has influence toward online customer loyalty amount 78.8 %

8. Online sales promotion has influence on online customer loyalty mediated

by youth customer satisfaction amount 0.5%

107

9. Online service quality has influence on online customer loyalty mediated

by youth customer satisfaction amount 0.005%

B. Suggestion

Based on the research conclusion above, so the author recommend be in the form

of several suggestion as follows:

1. For company

Based on the research is known that online service quality variable got

assessment of responden in higher category toward online customer loyalty.

Therefore, very important for Lazada.com to repair in giving services towards its

customer. Such as:

a. Accelerate of product return and Lazada‟s services hours of customer

services more propagated

Because of several consumer experience troubles when doing product

returns. For example, when consumer has done fill the return product form

in Lazada, consumer must waiting email validation for one week

sometimes even more than one weeks, to accelerate of product return in

Lazada consumer must spend a houndred thousand rupiah to call and

posting in Lazada.com fanpage until finally accepted by Lazada.com.

things like this that will break customer loyalty of Lazada if continously

happen. Therefore, Lazada.com should be accelerate of product return at

least one week after fill return product form in Lazada.com and without

have to wait a long time to get email validation in order to consumer not

disappointed because of waiting for a certainty Lazada.com party.

108

b. Accelerate of product delivery consistently

Time inconsistency of product delivery owned by Lazada often making

consumers disappointed. Very important for Lazada to monitor the

delivery product time quickly and consistently, so that more and more the

consumer finally become loyal to Lazada and also the company get more

benefit from there.

In the other side, Based on the research is known that online sales promotion

variable got assessment of responden in lower category toward online customer

loyalty. Actually, basically online sales promotion owned by Lazada already good

and in accordance with the consumer desire so consumer feel satisfaction with the

promotion that given by Lazada. However, although Lazada.com have free

shipping in their promotion but nontheless, there is a shortage of delivery product

in Lazada which sometimes experience delays that make consumer become doubt

to loyal to Lazada.com. online sales promotion owned by Lazada.com will better

when all indicator of online service quality in Lazada.com have good performance

consistently.

2. For academics

As improvement material for next research, there are suggestion and

implication given to conduct research on other company‟s e-commerce,

because probably there is differentiation of research result. Besides that, in

conducting research, it is better to use large sample in order to get better

output.

109

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115

Lampiran I: Kuesioner Penelitian

KUESIONER PENELITIAN

PENGARUH PROMOSI PENJUALAN ONLINE DAN

KUALITAS PELAYANAN ONLINE TERHADAP KEPUASAN

PELANGGAN REMAJA YANG BERDAMPAK PADA LOYALITAS

PELANGGAN ONLINE DI LAZADA.COM

Dalam rangka menyelesaikan Program Strata Satu Fakultas Ekonomi dan Bisnis

Universitas Islam Negri Syarif Hidayatullah Jakarta, yang sedang menyusun

skripsi sebagai syarat memperoleh gelar Sarjana Ekonomi

Nama : Siti Nurma Faujiah

NIM : 1113081100010

Jurusan : International Management

Fakultas : Ekonomi dan Bisnis

Saya hendak melakukan penelitian dengan judul “Pengaruh Promosi Penjualan

Online dan Kualitas Pelayanan Online terhadap Kepuasan Pelanggan Remaja

yang berdampak pada Loyalitas Pelanggan Online di Lazada.com”. Untuk itu saya

mohon bantuan saudara/I agar sudi kiranya mengisi kuesioner ini.

116

Screening

Sebelum mengisi kuesioner mohon kesediaan Saudara/I untuk menjawab soal

dibawah ini dengan mengklik pada kotak yang disediakan di bawah ini.

1. Apakah anda pernah melakukan pembelian produk di Lazada.com?

Ya Tidak

Jika Ya, silahkan lanjut ke pertanyaan berikutnya.

Jika Tidak, silahkan berhenti menjawab sampai di sini.

2. Apakah usia anda berkisar 18-25 tahun?

Ya Tidak



3. Apakah provinsi tempat tinggal anda di DKI Jakarta, Jawa Barat atau

Banten?

Ya Tidak



117

Nama :

Usia :

Provinsi :

Jenis kelamin :

Catatan: SS : Sangat Setuju S : Setuju N : Netral TS : Tidak Setuju STS : Sangat Tidak Setuju

PROMOSI PENJUALAN ONLINE

No Pernyataan SS S N TS STS

1. Pengurangan harga asli (discount) yang

ditetapkakan Lazada.com sudah sesuai dengan

keinginan saya

2. Lazada.com memberikan kode voucher yang

menguntungkan

3. Promo gratis ongkos kirim membuat saya ingin

belanja di Lazada.com

KUALITAS PELAYANAN ONLINE


4. Lazada.com membantu saya memenuhi kebutuhan

5 Lazada.com menjaga informasi pribadi saya

6 Lazada.com memberikan pelayanan yang akurat

sesuai dengan keinginan saya

7 Lazada.com memberikan pelayanan yang efisien,

118


seperti tenaga, uang dan waktu yang diberikan

sesuai dengan keinginan saya

8 Lazada.com memberikan pelayanan yang cepat

bagi saya

9 Lazada.com memberikan biaya yang sebanding

apabila ada kerusakan atau masalah pada

produknya

10 Pelayanan live chat yang dimiliki oleh lazada.com

membantu kebutuhan saya

11 Nomer telepon yang disediakan oleh lazada.com

sangat berguna bagi saya apabila saya mengalami

kendala

12 Alamat email yang disediakan oleh lazada.com

sangat berguna bagi saya ketika saya mengalami

masalah

KEPUASAN PELANGGAN REMAJA


13 Saya menggunakan Lazada.com karena sudah

mengevaluasi produk Lazada.com

14. Saya mengggunakan Lazada.com karena

berdasarkan pengalaman pelayanan Lazada.com

119


Sebelumnya

LOYALITAS PELANGGAN ONLINE


15. Saya berr

niat untuk melakukan pembelian ulang untuk

product lain di Lazada.com

16. Saya berniat untuk merekomendasikan

Lazada.com kepada orang lain

17 Saya melakukan pembelian ulang product

Lazada.com

18 Saya melakukan pembelian ulang product lain di

Lazada.com

19. Saya merekomendasikan Lazada.com kepada

orang lain

120

Appendix II: Distribution Answer of Respondents

A. Distribution Answer of Respondents

ONLINE SALES PROMOTION

Q1 Q2 Q3 Total

R.1 3 4 5 12

R.2 3 5 5 13

R.3 3 3 4 10

R.4 3 4 4 11

R.5 3 4 4 11

R.6 4 3 5 12

R.7 4 4 5 13

R.8 5 4 4 13

R.9 4 3 5 12

R.10 5 3 5 13

R.11 4 3 5 12

R.12 5 5 5 15

R.13 3 4 5 12

R.14 3 4 3 10

R.15 3 2 3 8

R.16 5 5 5 15

R.17 4 4 4 12

R.18 4 4 5 13

R.19 5 3 5 13

R.20 4 4 5 13

R.21 5 4 4 13

R.22 5 5 5 15

R.23 4 3 5 12

R.24 4 4 5 13

R.25 4 4 4 12

R.26 3 3 3 9

R.27 3 4 4 11

R.28 3 4 5 12

R.29 5 5 4 14

R.30 4 4 3 11

R.31 4 4 5 13

R.32 4 3 5 12

R.33 2 5 4 11

R.34 4 4 5 13

121

Q1 Q2 Q3 Total

R.35 4 4 5 13

R.36 4 5 5 14

R.37 4 4 5 13

R.38 3 4 4 11

R.39 3 3 4 10

R.40 4 5 5 14

R.41 5 3 5 13

R.42 3 3 3 9

R.43 4 4 4 12

R.44 3 4 5 12

R.45 5 4 5 14

R.46 4 4 5 13

R.47 1 5 2 8

R.48 4 4 5 13

R.49 4 3 5 12

R.50 4 4 4 12

R.51 3 2 4 9

R.52 4 4 5 13

R.53 3 4 5 12

R.54 3 4 4 11

R.55 3 2 5 10

R.56 3 3 5 11

R.57 3 4 3 10

R.58 4 4 4 12

R.59 3 3 4 10

R.60 4 4 5 13

R.61 4 3 4 11

R.62 4 5 5 14

R.63 3 4 4 11

R.64 5 4 5 14

R.65 3 3 5 11

R.66 4 3 5 12

R.67 4 3 4 11

R.68 4 5 4 13

R.69 5 3 5 13

R.70 4 4 5 13

R.71 4 4 5 13

R.72 4 4 5 13

R.73 2 4 5 11

R.74 3 4 5 12

122

Q1 Q2 Q3 Total

R.75 3 3 4 10

R.76 5 3 4 12

R.77 4 5 5 14

R.78 4 3 5 12

R.79 4 3 5 12

R.80 3 3 4 10

R.81 3 3 5 11

R.82 4 3 4 11

R.83 4 4 5 13

R.84 4 4 4 12

R.85 4 3 4 11

R.86 4 4 5 13

R.87 3 3 4 10

R.88 4 5 5 14

R.89 3 4 5 12

R.90 5 4 5 14

R.91 4 4 4 12

R.92 4 4 5 13

R.93 3 4 4 11

R.94 5 5 5 15

R.95 4 4 4 12

R.96 5 5 4 14

R.97 5 4 5 14

R.98 4 5 5 14

R.99 4 4 4 12

R.100 5 5 4 14

123

Online Service Quality

Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Total

R.1 4 3 4 4 4 4 4 3 3 33

R.2 4 4 3 4 4 5 4 3 3 34

R.3 4 4 4 4 4 4 4 4 3 35

R.4 3 3 4 4 3 3 4 3 4 31

R.5 4 4 5 4 4 4 4 4 4 37

R.6 4 4 4 4 3 2 3 4 3 31

R.7 4 4 4 4 4 5 4 3 3 35

R.8 4 5 5 4 4 5 5 5 4 41

R.9 4 3 4 4 4 4 3 4 3 33

R.10 3 1 3 4 2 3 3 2 1 22

R.11 4 4 4 4 4 4 4 3 5 36

R.12 4 4 4 4 4 4 4 4 3 35

R.13 5 4 4 4 3 3 3 3 4 33

R.14 2 3 4 4 2 3 2 3 3 26

R.15 3 4 4 3 3 2 3 3 3 28

R.16 5 5 5 5 5 5 5 5 5 45

R.17 4 4 4 4 2 4 4 4 4 34

R.18 5 5 5 5 5 5 5 3 4 42

R.19 5 5 5 4 5 5 5 4 5 43

R.20 3 3 3 3 3 3 3 4 3 28

R.21 4 4 4 4 4 4 4 3 3 34

R.22 4 4 4 3 3 4 3 4 3 32

R.23 5 5 5 4 5 4 5 4 4 41

R.24 4 5 4 4 4 4 4 5 4 38

R.25 3 4 3 4 3 3 3 3 4 30

R.26 4 4 4 4 4 3 3 3 3 32

124


R.27 5 5 4 4 4 4 4 3 4 37

R.28 4 3 2 4 3 2 2 2 3 25

R.29 4 4 4 4 4 4 4 3 3 34

R.30 5 4 5 5 5 5 4 5 4 42

R.31 4 4 3 4 4 4 4 5 5 37

R.32 4 4 4 4 4 4 3 3 3 33

R.33 4 2 4 5 4 4 4 4 5 36

R.34 4 4 4 4 4 5 4 5 4 38

R.35 4 4 4 4 4 5 4 5 4 38

R.36 3 3 4 3 3 3 3 3 4 29

R.37 4 3 4 3 4 4 4 4 3 33

R.38 3 3 4 4 4 4 3 3 3 31

R.39 4 3 4 4 3 4 3 3 3 31

R.40 4 4 4 4 4 4 4 2 4 34

R.41 4 4 5 4 5 4 4 4 4 38

R.42 4 4 3 4 4 2 2 3 3 29

R.43 4 5 3 3 4 3 5 3 3 33

R.44 4 4 5 4 4 5 4 4 4 38

R.45 4 4 3 4 4 4 5 4 4 36

R.46 4 3 4 3 4 4 4 5 4 35

R.47 4 4 3 4 5 3 4 2 1 30

R.48 4 3 4 5 4 4 5 4 3 36

R.49 4 4 3 3 4 3 4 4 5 34

R.50 4 4 4 4 4 4 4 4 4 36

R.51 4 2 4 4 3 1 1 1 1 21

R.52 4 4 4 4 4 4 4 4 4 36

R.53 3 3 3 3 4 3 4 3 4 30

125


R.54 4 4 4 4 4 2 2 4 4 32

R.55 5 4 4 3 4 4 3 3 3 33

R.56 2 4 4 4 3 2 4 3 4 30

R.57 4 3 3 4 4 3 4 3 4 32

R.58 4 4 4 4 4 4 4 4 4 36

R.59 4 3 3 3 3 3 3 3 3 28

R.60 5 1 4 4 4 4 4 4 5 35

R.61 4 3 3 3 3 4 4 4 3 31

R.62 3 3 3 4 4 4 4 3 4 32

R.63 4 3 4 4 3 3 4 2 3 30

R.64 4 4 3 3 4 4 5 3 3 33

R.65 4 4 4 3 4 4 4 3 5 35

R.66 5 5 4 4 3 3 3 3 4 34

R.67 4 5 3 3 4 5 5 4 4 37

R.68 4 5 5 4 5 5 5 5 4 42

R.69 4 4 5 4 4 4 3 4 3 35

R.70 4 4 4 3 4 4 3 4 3 33

R.71 5 3 5 5 5 5 4 5 5 42

R.72 5 4 4 4 4 5 4 4 4 38

R.73 3 3 3 4 4 4 4 3 3 31

R.74 5 3 5 5 4 4 4 3 5 38

R.75 4 4 2 3 3 3 4 4 3 30

R.76 4 3 4 3 4 5 4 3 3 33

R.77 5 4 5 5 5 5 5 5 5 44

R.78 3 4 4 4 5 5 5 4 2 36

R.79 3 4 4 3 3 4 3 3 3 30

R.80 4 4 4 3 3 4 4 3 3 32

126


R.81 3 3 4 4 3 2 5 4 2 30

R.82 4 3 3 3 3 4 4 4 3 31

R.83 5 4 5 4 5 4 4 5 4 40

R.84 5 4 4 4 4 4 4 4 4 37

R.85 4 5 4 4 3 2 2 2 3 29

R.86 5 4 3 3 4 3 4 3 3 32

R.87 3 3 3 3 3 3 3 3 3 27

R.88 4 4 4 4 4 4 4 1 1 30

R.89 4 4 4 4 4 5 5 4 4 38

R.90 4 5 5 4 4 3 4 4 5 38

R.91 5 4 4 4 5 5 4 4 4 39

R.92 3 4 5 4 5 4 4 4 4 37

R.93 4 4 4 4 4 4 5 5 4 38

R.94 4 4 5 4 5 5 5 4 3 39

R.95 4 5 5 5 5 5 4 4 4 41

R.96 4 4 4 4 4 4 5 5 4 38

R.97 5 5 5 5 4 4 4 4 4 40

R.98 4 4 5 5 4 4 4 5 4 39

R.99 5 5 4 5 4 5 5 4 4 41

R.100 4 4 4 4 5 5 4 4 5 39

127

YOUTH CUSTOMER SATISFACTION

Q1 Q2 Total

R.1 3 4 7

R.2 3 5 8

R.3 3 3 6

R.4 3 4 7

R.5 3 4 7

R.6 4 3 7

R.7 4 4 8

R.8 5 4 9

R.9 4 3 7

R.10 5 3 8

R.11 4 3 7

R.12 5 5 10

R.13 3 4 7

R.14 3 4 7

R.15 3 2 5

R.16 5 5 10

R.17 4 4 8

R.18 4 4 8

R.19 5 3 8

R.20 4 4 8

R.21 5 4 9

R.22 5 5 10

R.23 4 3 7

R.24 4 4 8

R.25 4 4 8

R.26 3 3 6

128

Q1 Q2 Total

R.27 3 4 7

R.28 3 4 7

R.29 5 5 10

R.30 4 4 8

R.31 4 4 8

R.32 4 3 7

R.33 2 5 7

R.34 4 4 8

R.35 4 4 8

R.36 4 5 9

R.37 4 4 8

R.38 3 4 7

R.39 3 3 6

R.40 4 5 9

R.41 5 3 8

R.42 3 3 6

R.43 4 4 8

R.44 3 4 7

R.45 5 4 9

R.46 4 4 8

R.47 1 5 6

R.48 4 4 8

R.49 4 3 7

R.50 4 4 8

R.51 3 2 5

R.52 4 4 8

R.53 3 4 7

129

Q1 Q2 Total

R.54 3 4 7

R.55 3 2 5

R.56 3 3 6

R.57 3 4 7

R.58 4 4 8

R.59 3 3 6

R.60 4 4 8

R.61 4 3 7

R.62 4 5 9

R.63 3 4 7

R.64 5 4 9

R.65 3 3 6

R.66 4 3 7

R.67 4 3 7

R.68 4 5 9

R.69 5 3 8

R.70 4 4 8

R.71 4 4 8

R.72 4 4 8

R.73 2 4 6

R.74 3 4 7

R.75 3 3 6

R.76 5 3 8

R.77 4 5 9

R.78 4 3 7

R.79 4 3 7

R.80 3 3 6

130

Q1 Q2 Total

R.81 3 3 6

R.82 4 3 7

R.83 4 4 8

R.84 4 4 8

R.85 4 3 7

R.86 4 4 8

R.87 3 3 6

R.88 4 5 9

R.89 3 4 7

R.90 5 4 9

R.91 4 4 8

R.92 4 4 8

R.93 3 4 7

R.94 5 5 10

R.95 4 4 8

R.96 5 5 10

R.97 5 4 9

R.98 4 5 9

R.99 4 4 8

R.100 5 5 10

131

ONLIN E CUSTOMER LOYALTY

Q1 Q2 Q3 Q4 Q5 Total

R.1 4 3 4 4 4 19

R.2 4 4 3 4 4 19

R.3 4 4 4 4 4 20

R.4 3 3 4 4 3 17

R.5 4 4 5 4 4 21

R.6 4 4 4 4 3 19

R.7 4 4 4 4 4 20

R.8 4 5 5 4 4 22

R.9 4 3 4 4 4 19

R.10 3 1 3 4 2 13

R.11 4 4 4 4 4 20

R.12 4 4 4 4 4 20

R.13 5 4 4 4 3 20

R.14 2 3 4 4 2 15

R.15 3 4 4 3 3 17

R.16 5 5 5 5 5 25

R.17 4 4 4 4 2 18

R.18 5 5 5 5 5 25

R.19 5 5 5 4 5 24

R.20 3 3 3 3 3 15

R.21 4 4 4 4 4 20

R.22 4 4 4 3 3 18

R.23 5 5 5 4 5 24

R.24 4 5 4 4 4 21

R.25 3 4 3 4 3 17

R.26 4 4 4 4 4 20

132


R.27 5 5 4 4 4 22

R.28 4 3 2 4 3 16

R.29 4 4 4 4 4 20

R.30 5 4 5 5 5 24

R.31 4 4 3 4 4 19

R.32 4 4 4 4 4 20

R.33 4 2 4 5 4 19

R.34 4 4 4 4 4 20

R.35 4 4 4 4 4 20

R.36 3 3 4 3 3 16

R.37 4 3 4 3 4 18

R.38 3 3 4 4 4 18

R.39 4 3 4 4 3 18

R.40 4 4 4 4 4 20

R.41 4 4 5 4 5 22

R.42 4 4 3 4 4 19

R.43 4 5 3 3 4 19

R.44 4 4 5 4 4 21

R.45 4 4 3 4 4 19

R.46 4 3 4 3 4 18

R.47 4 4 3 4 5 20

R.48 4 3 4 5 4 20

R.49 4 4 3 3 4 18

R.50 4 4 4 4 4 20

R.51 4 2 4 4 3 17

R.52 4 4 4 4 4 20

R.53 3 3 3 3 4 16

133


R.54 4 4 4 4 4 20

R.55 5 4 4 3 4 20

R.56 2 4 4 4 3 17

R.57 4 3 3 4 4 18

R.58 4 4 4 4 4 20

R.59 4 3 3 3 3 16

R.60 5 1 4 4 4 18

R.61 4 3 3 3 3 16

R.62 3 3 3 4 4 17

R.63 4 3 4 4 3 18

R.64 4 4 3 3 4 18

R.65 4 4 4 3 4 19

R.66 5 5 4 4 3 21

R.67 4 5 3 3 4 19

R.68 4 5 5 4 5 23

R.69 4 4 5 4 4 21

R.70 4 4 4 3 4 19

R.71 5 3 5 5 5 23

R.72 5 4 4 4 4 21

R.73 3 3 3 4 4 17

R.74 5 3 5 5 4 22

R.75 4 4 2 3 3 16

R.76 4 3 4 3 4 18

R.77 5 4 5 5 5 24

R.78 3 4 4 4 5 20

R.79 3 4 4 3 3 17

R.80 4 4 4 3 3 18

134


R.81 3 3 4 4 3 17

R.82 4 3 3 3 3 16

R.83 5 4 5 4 5 23

R.84 5 4 4 4 4 21

R.85 4 5 4 4 3 20

R.86 5 4 3 3 4 19

R.87 3 3 3 3 3 15

R.88 4 4 4 4 4 20

R.89 4 4 4 4 4 20

R.90 4 5 5 4 4 22

R.91 5 4 4 4 5 22

R.92 3 4 5 4 5 21

R.93 4 4 4 4 4 20

R.94 4 4 5 4 5 22

R.95 4 5 5 5 5 24

R.96 4 4 4 4 4 20

R.97 5 5 5 5 4 24

R.98 4 4 5 5 4 22

R.99 5 5 4 5 4 23

R.100 4 4 4 4 5 21

135

Appendix III: Results of Output SPSS 24 for Windows

1. Validity and Reliability Test

a. Online Sales Promotion (X1)

Tryout Result

Validity Test: Online Sales Promotion (X1)


Value

Describe

1 Online Sales

Promotion

0.30 0.766 Valid

2 Online Sales

Promotion

0.30 0.615 Valid

3 Online Sales

Promotion

0.30 0.672 Valid

Tryout Result

Reliability Test of Online Sales Promotion


Croncach’s

Alpha

N of Items

.638 3

b. Online Service Quality

Tryout Result

Validity Test: Online Service Quality (X2)


Value

Describe

1 Online Service

Quality

0.30 0.589 Valid

2 Online Service

Quality

0.30 0.561 Valid

3 Online Service 0.30 0.656 Valid

136

quality

4 Online Service

quality

0.30 0.516 Valid

5 Online Service

quality

0.30 0.760 Valid

6 Online Service

quality

0.30 0.762 Valid

7 Online Service

quality

0.30 0.689 Valid

8 Online Service

quality

0.30 0.706 Valid

9 Online Service

quality

0.30 0.663 Valid

Tryout Result

Reliability Test of Online Service Quality


Croncach’s

Alpha

N of Items

.835 9

c. Youth Customer Satisfaction

Tryout Result

Validity Test: Youth Customer Satisfaction (Y1)

No Questions Table

Value

Calculated

Value

Describe

1 Youth Customer

Satisfaction

0.30 0.779 Valid

2 Youth Customer

Satisfaction

0.30 0.745 Valid

137

Tryout Result

Reliability of Youth Customer Satisfaction


Croncach’s

Alpha

N of Items

.667 2

d. Online Customer Loyalty

Tryout Result

Validity Test: Online Customer Loyalty (Y2)

No Questions Table

Value

Calculated

Value

Describe

1 Online Customer

Loyalty

0.30 0.684 Valid

2 Online Customer

Loyalty

0.30 0.657 Valid

3 Online Customer

Loyalty

0.30 0.751 Valid

4 Online Customer

Loyalty

0.30 0.634 Valid

5 Online Customer

Loyalty

0.30 0.771 Valid

Tryout Result

Reliability of Online Customer Loyalty


Croncach’s

Alpha

N of Items

.736 5

138

2. Normality Test

a. Sub Structure I

The Result of Normality Test Sub Structure I

b. Sub Structure II

The Result of Normality Test Sub Structure II

139

3. Hypothesis Test

A. Sub Structure I



Square

Std. Error of

the Estimate

1 .911a

.830 .827 .487



ANOVAa

Model Sum of

Squares

Df Mean

Square

F Sig.

1 Regression

residual

total

112.575

22.985

135.560

2

97

99

56.288

.237

237.545 .000b

a. Dependent Variable: Youth Customer Satisfaction b. Predictors: (Constant), Online Service Quality, Online Sales Promotion


Coefficientsa

Model

Unstandardized

Coefficient

Standardized

Coefficient

T

Sig. B Std.

Error

Beta

1 (Constant)

Online Sales

Promotion (X1)

-1.270

.679

.447

.037

.873

-2.842

18.501

.005

.000

Online Service

Quality (X2)

.019 .012 .076 1.614 .110


140

B. Sub Structure II



Square

Std. Error of

the Estimate

1 .888a

.788 .782 1.135

a. Predictors: (Constan) Online Service Quality


ANOVAa

Model Sum of

Squares

Df Mean

Square

F Sig.

1 Regression

Residual

Total

460.996

123.754

584.750

3

96

99

153.665

1.289

119.203 .000b


b. Predictors: (Constant), Online Service Quality


Coefficientsa

Model

Unstandardized

Coefficient

Standardized

Coefficient

t

Sig. B Std.

Error

Beta

1 (Constant)

Online

Sales

Promotion

(X1)

4.720

-.234

1.085

.182

-.145

4.352

-1.288

.000

.201

Online

Service

Quality

(X2)

.485 .028 .922 17.165 .000

Youth

Customer

Satisfaction

.125 .237 .060 .529 .598

a. Dependent Variable: Online Customer Loyalty

141

4. Correlation Analysis

Online Sales

Promotion (X1)

Online Service

Quality (X2)

Online Sales

Promotion (X1)

Pearson Correlation

1 .464**

Sig. (2-tailed)

N

100

.000

100

Online Service

Quality (X2)

Pearson Correlation .464**

1

Sig. (2-tailed)

N

.000

Sig. (2-tailed)

N

.000

100

100

5. Trimming Model

a. Sub Structure I

Model Summary

Model 2 – Sub Structure I


Square

Std. Error of the

Estimate

1 .911a

.830 .827 .487


Square

Std. Error of the

Estimate

2 .905 .819 816 .449

a. Predictors: (Constant), Online Service Quality


142

Table 4.52

ANOVA



Square

F Sig.

1 Regression

Residual

Total

112.575

22.985

135.560

2

97

99

56.288

.237

237.545 .000b


Square

F Sig.

2 Regression

Residual

Total

68.546

15.168

83.714

1

61

62

68.546

.249

275.660 .000b


b. Predictors: Online Service Quality

Table 4.53

Coefficients


Model

Unstandardized

Coefficient

Standardized

Coefficient

t


1 (Constant)

Online Sales

Promotion

(X1)

-1.270

.679

.447

.037

.873

-2.842

18.501

.005

.000

Online

Service

Quality (X2)

.019 .012 .076 1.614 .110

Model

Unstandardized

Coefficient

Standardized

Coefficient

t


2 (Constant)

Online Sales

Promotion

(X1)

-.361

.659

.479

.040

.905

-.753

16.603

.454

.000

a. sigDependent Variable: Youth Customer Satisfaction

the influence of online sales promotion and online...

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