PENGARUH KEPERCAYAAN DAN PENGALAMAN PELANGGAN TERHADAP KEPUASAN PELANGGAN ECOMMERCE TOKOPEDIA PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

SEKAR AYU KIRANA, The Effect of Trust and Customer Experience Towards Satisfaction of Tokopedia E-Commerce Customers in the Economics Faculty, Universitas Negeri Jakarta The purpose of this research was to determine the effect of trust and customer experience towards satisfaction of Tokopedia e-commerce customers in the Economics Faculty, Universitas Negeri Jakarta. This research was conducted at the Faculty of Economics, Jakarta State University, for 6 months starting from January to June 2020. The research method used is survey method with quantitative research approaches. The sample in this research is the Faculty of Economics students who conduct a minimum purchase of three times at Tokopedia. The sampling technique used technique of purposive sampling as many as 145 people. The resulting regression equation is Ŷ =3,276 + 0,322 X1 + 0,300 X2. Test requirements analysis that estimates the error normality test regression of Y on X1 with Kolmogorov-Smimov test with significance level (α) = 5% or 0,05 estimates significance of Y equal to 0,200, X1 equal to 0,200 and X2 equal to 0,200. Because the significance level is > 0.05, it can be concluded that the data is normally distributed and can be used in further analysis. Testing linearity of regression Y on X1 and Y on X2 resulted in a significance value in the Linearity, which is 0.000 < 0.05, so it can be concluded that it has a linear relationship. Next, a t test was carried out and generated Y over X1 tcount = 4,262 > ttable = 1,976811 and Y over X2 tcount = 4,091 >ttable = 1,976811 with significance value 0,000 < 0,05, then these two independent variables have a positive and significant effect on customer satisfaction. The value of correlation coefficient between the trust variable (X1) to customer satisfaction (Y) equal to 0.475 while customer experience (X2) to customer satisfaction (Y) equal to 0.467 and the significance value of the two independent variables is 0,000 < 0,05 it means that both independent variables have a significant correlation to customer satisfaction variables. The coefficient of determination Y on X1 and X2 obtained by 0.307 indicating that 30.7% variable customer satisfaction is determined by the trust and customer experience. Meanwhile, the remaining 69,3% is influenced by other variables. Keyword: Customer Satisfaction, Trust, Customer Experienc