Pengaruh Pemasaran Relasional dan Keamanan Transaksi Online terhadap Kepuasan Konsumen E-Commerce Lazada di Kabupaten Badung

I Kadek Angga Wahyudi; Made Dian Putri Agustina; Ida Ayu Mashyuni

doi:10.32795/vol4wamrtno1th24

I Kadek Angga Wahyudi Program Studi Manajemen Fakultas Ekonomi Bisnis dan Pariwisata Universitas Hindu Indonesia
Made Dian Putri Agustina Program Studi Manajemen Fakultas Ekonomi Bisnis dan Pariwisata Universitas Hindu Indonesia
Ida Ayu Mashyuni Program Studi Manajemen Fakultas Ekonomi Bisnis dan Pariwisata Universitas Hindu Indonesia

DOI: https://doi.org/10.32795/vol4wamrtno1th24

Keywords: Relationship Marketing, Security, Consumer Satisfaction

Abstract

One strategy that can be implemented to retain consumers and become regular customers is a relationship marketing strategy. Security will provide user comfort, so it is hoped that it will gain consumer trust. Lazada is an e-commerce site with fluctuating visits. According to reviews given by consumers on the trustedcompany.com site, Lazada only got 2 out of 5 stars. The transaction relationship between service providers and consumers does not take place continuously and online transaction activities do not continue on the Lazada application, but many of them switch to other online shopping applications. This research aims to determine the effect of relationship marketing and online transaction security on customer satisfaction with E users. -commerce Lazada in Badung Regency. The research method used is quantitative. Research location in Badung Regency. The sample used was 91 respondents. The data analysis techniques used are Validity Test, Reliability, Classical Assumptions, Multiple Linear Regression, Determination Coefficient, T Test and F Test. Based on the research results, the results show that relationship marketing has a significant positive effect on consumer satisfaction as evidenced by the tcount = 4.945 and significance value = 0.000, security has a significant positive effect on consumer satisfaction as evidenced by the tcount = 4.370 and significance value = 0.000, and simultaneously relationship marketing and security has a positive and significant effect on consumer satisfaction as evidenced by the F value = 69.777 and significance value = 0.000. The magnitude of the influence of the independent variable on consumer satisfaction is 61.3%. The suggestion in this research is that Lazada E-Commerce leaders should create a goods return system, when the goods received by consumers do not match what was promised, provide good service and provide quality products , and evaluate the services provided.

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