Hubungan Antara Nilai dengan Kepuasan Konsumen Online Shop

Abstract

This study attempted to search correlation between the value costumer satisfaction in online shopping. The hypothesis tested was based on the assumption there is a positive correlation between orientation theoretical value with costumer satisfaction, there is a positive correlation between orientation economic value with costumer satisfaction, there is a positive correlation between orientation aesthetis value with costumer satisfaction, there is a positive correlation between orientation social value with costumer satisfaction, there is positive correlation between orientation political value with costumer satisfaction. Subjects in this research were students who had online shopping at least three times, their ages of 17 years – 25 years, male and female students. Data were collected by two scales include scale value from Allport theory (1960) with coefficient cronbach’s alpha to orientation theoretical value is 0.564, coefficient cronbach's alpha to orientation economics value is 0.763, coefficient cronbach's alpha to orientation aesthetic value is 0.592, coefficient cronbach's alpha to orientation social value is 0.734, and coefficient cronbach’s alpha to orientation political value is 0.701. And scale costumer satisfaction from Zeithaml, Parasuraman, dan Berry (1990) have coefficient cronbach’s alpha is 0.969. The collected data were processes use SPSS 17.00 for windows and analysis product moment from Pearson. Results of this study indicated that orientation theoretical value was significantly related to costumer satisfaction with r value 0.484,p= 0.000(p<0.05), orientation economic value was significantly related to costumer satisfaction with r value 0.408,p= 0.003(p<0.05), orientation aesthetic value was significantly related to costumer satisfaction with r value 0.303,p= 0.032(p<0.05), orientation social value was significantly related to costumer satisfaction with r value 0.538,p= 0.000(p<0.05), orientation political value was significantly related to costumer satisfaction with r value 0.506,p= 0.000(p<0.05).