Jurnal Penelitian Ekonomi dan Akuntansi (JPENSI)

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e-ISSN 2621-3168
p-ISSN 2502 – 3764

The Effect of After Sales Service on Online Shop Consumer

Satisfaction (Survey of Tokopedia and Shopee Consumers at
Kadiri University)

Nonni Yap1, Afif Nur Rahmadi2, Dian Ruhamak3, Risma Gesang Ayu4,
Anindhitya Sofi M5, Oktaviani Wahyu Prihardini6
1
Faculty of Economics, Kadiri University, nonni_yap@unik-kediri.ac.id
2
Faculty of Economics, Kadiri University, afifnur@unik-kediri.ac.id
3
Faculty of Economics, Kadiri University, dianruh@unik-kediri.ac.id
4
Faculty of Economics, Kadiri University, rismagesang@gmail.com
5
Faculty of Economics, Kadiri University, anindhityasofi@gmail.com
6
Faculty of Economics, Kadiri University, dinioktaviani261099@gmail.com

Keywords Abstract
Online shop, strategy, The platforms that are often used in this activity
platform, turnover, market are Tokopedia and Shopee, this is evident from
Tokopedia and Shopee being the two most
downloaded applications from the Google Play
Store. Some of the traders actually experienced
an increase in turnover by trading in online stores.
This is because online stores have a broad and
unlimited market.

INTRODUCTION

1. Background
The Covid-19 pandemic has had an impact on business activities,
especially retail traders, who used to be physically running their business
or seen opening shops and displaying their goods, with the current Covid-
19 Pandemic, many traders are flocking to online stores. The platforms
that are often used in this activity are Tokopedia and Shopee, this is
evident from Tokopedia and Shopee, which are the two most downloaded
applications from the Google Play Store. Some of the traders actually
experienced an increase in turnover by trading in online stores. This is
because online stores have a broad and unlimitied market. However, there
is one thing that has attracted the attention of researchers, namely the

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 Penulis 1, Penulis 2, et al Jurnal Penelitian Ekonomi dan Akuntansi (JPENSI)
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e-ISSN 2621-3168
p-ISSN 2502 – 3764

successful strategy of increasing turnover when trading in online stores.

Research on marketing strategies is always interesting to do from
year to year, because marketing strategies move dynamically following
market conditions. In this context, trade is carried out online, where sellers
and buyers do not see each other but can foster a sense of trust until a
transaction occurs. If we look at the buyer’s side, the buyer can only judge
the credibility of the seller from the reviews of buyers who have made a
purchase. The thing that can affect the satisfaction is the suitability of the
goods that appear visually in the online store with the goods sent. But
that’s not the only thing that matters. There is one other thing that is more
important, namely after-sales service. After-sales service includes service
activities after the sale transaction. In it there is a sales return service when
the buyer is not satisfied with the goods sent, the speed of response to
buyer questions and also the hospitality attitude shown by the seller to the
buyer. Researchers are interested in knowing the effect of after-sales
service on online store consumer satisfaction in the Kadiri University area.
The results of this study are expected to be a reference for begineners who
want to do business through online stores. The following is data on online
store competition in Indonesia from monthly site visitors per – Quater
2020 & 2021 :

Table 1.1 Online Store Competition in Indonesia

2020
Q1 Q2 Q3 Q4
Online Visitors Online Visitors Online Visitors Online Visitors
Store Store Store Store
Tokopedia 68.134.000 Tokopedia 72.234.000 Tokopedia 87.545.000 Tokopedia 94.232.000
Shopee 65.534.000 Shopee 70.667.000 Shopee 85.908.000 Shopee 93.442.000
Lazada 28.387.000 Lazada 30.345.000 Lazada 37.776.000 Lazada 41.110.000
Bukalapak 25.800.000 Bukalapak 29.725.000 Bukalapak 32.440.000 Bukalapak 35.878.000
Blibli 10.100.000 Blibli 15.857.000 Blibli 17.880.000 Blibli 19.890.000
2021
Q1 Q2 Q3 Q4

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 Penulis 1, Penulis 2, et al Jurnal Penelitian Ekonomi dan Akuntansi (JPENSI)
http://jurnalekonomi.unisla.ac.id/index.php/jpensi
e-ISSN 2621-3168
p-ISSN 2502 – 3764

Online Visitors Online Visitors Online Visitors Online Visitors

Store Store Store Store
Tokopedia 118.573.000 Tokopedia 120.486.000 Tokopedia 123.639.000 Tokopedia 125.589.000
Shopee 116.909.000 Shopee 118.138.000 Shopee 120.889.000 Shopee 122.800.000
Lazada 30.800.000 Lazada 34.900.000 Lazada 36.882.000 Lazada 41.110.000
Bukalapak 28.445.000 Bukalapak 30.843.000 Bukalapak 35.332.000 Bukalapak 38.668.000
Blibli 25.110.000 Blibli 26.900.000 Blibli 29.880.000 Blibli 31.222.000

It can be seen from the data above in 2019 Q1 to Q4. Tokopedia and Shopee are
always first and second. Starting from the product ordered when the item
purchased is really real, and very good.

2. Problem Formulation
Does after-sales service affect online shop customer satisfaction ?

LITERATURE REVIEW
1. Quality of Service
According to Tjiptono & Chandra (2012) the term quality contains
various interpretations, because quality has a number of levels, universal
(same everywhere), cultural (depending on the cultural values system),
social (formed by individual social classes, in simple terms quality can be
interpreted as a product that is free of charge). Defects this manufacturing
based definition is not relevant for the service sector. Therefore, the
understanding of quality is then expanded to “fitness for use and
conformance to requirements”.
Parasuraman in Lupiyoadi (2013) says that service quality is how far
the difference between reality and customer expectations for the service
they receive. Service quality reflects the comparison between the level of
service delivered by the company compared to customer expectations.
Service quality is realized through meeting customer needs and desires as
well as the accuracy of its delivery in balancing or exceeding customer
expectations. According to Wyckof in (Tjiptono, 2014) service quality is
the level of excellence expected and control over these advantages to meet

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Penulis 1, Penulis 2, et al Jurnal Penelitian Ekonomi dan Akuntansi (JPENSI)
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e-ISSN 2621-3168
p-ISSN 2502 – 3764

customer desired. With words on the other hand, there are two main
factors that affect the quality of the expected service and perceived
service..
2. Product
Setiyaningrum (2015) states that a product is a collection of
physical, psychological, service, and symbolic attributes created to satisfy
customer needs and desires. There are three levels of products and services
that must be understood by marketers, namely the core values of
consumers that will answer the question of what the buyer actually buys
the actual product which includes features, design, quality level, brand
name and attractive packaging, and product. Additional, which includes
delivery and installments, after-sales service, guarantees, and anything that
is traded for the purpose of profiting from the creativity of a person,
marketing team, or company. According to Tjiptono (2015) conceptually a
product is a producer’s subjective understanding of something than can be
offered as an effort to achieve organizational goal through fulfilling
consumer needs and desires, in accordance with the competence and
capacity of the organization as well as market purchasing power. In
addition, the product can also be defined as consumer perceptions that are
described by the producer through the results of their production or
operations.
W.J. Stanton in Alma (2016) says “a product is a set of tangible
and intangible atributes, including packaging, color, price, manufacturer’s
and manufacturer’s and retailer, which the buyer may accept as offering
want satisfaction”. Which means that the product is a set of attributes, both
tangible and intangible, including color, price, the good name of the factory,
the good name of the store that sells it (retailer), and factory services and
retailer services, which are received by the buyer to satisfy his desires.
Kotler in Alma (2016) states“a product is anything that can be
offered to a market to satisfy a want or need. Product that are marketed
include physical goods, services, experience, events, persons, places,
properties, organizations, information, and ideas. Events. This means that
the product is anything that can be offered in the market to satisfy the needs

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Penulis 1, Penulis 2, et al Jurnal Penelitian Ekonomi dan Akuntansi (JPENSI)
http://jurnalekonomi.unisla.ac.id/index.php/jpensi
e-ISSN 2621-3168
p-ISSN 2502 – 3764

and wants of consumers. Products consist of goods, services, experiences,

place, ownership, organization, information and ideas.

3. Price
According to Alma (2016) price is the value of an item expressed in
money. (Kotler & Keller, 2009) states that prices are not just numbers
labeled with prices. Prices take many forms and perform many functions.
Tuition rent, fees, wages, interest, fees, storage fees, salaries and
commissions are all prices paid for goods and services.
According to Utami (2017) price adjustments can be made by
retailers by setting a mark down. Mark down is a reduction of the initial
retail price, with the premise that a lower price is expected to increase the
number of sales. Some of the reasons for carrying out mark downs are
warehouse cleaning or promotions. Retailers have traditionally created a
set of rules that are free to accept mark downs. The limitations of the
approach can be explained as follows:
a. Treats all units in one product category with the same consistent
behavior
b. Follow a regular schedule

4. Buying Interest
Kotler & Keller (2009) state that consumer buying interest is a
consumer behavior where consumers have a desire to choose, use, and
consume or even want a product offered. It can be concluded that
consumer buying interest is an intention that arises from within a person to
make a purchase of a product or service with consideration before the
buying process takes place. The indicators of buying interest according to
Ferdinand (in Veronika, 2016:24), are:
a. Transactional interest
b. Referral interest
c. Preferential interest
d. exploratory interest

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Penulis 1, Penulis 2, et al Jurnal Penelitian Ekonomi dan Akuntansi (JPENSI)
http://jurnalekonomi.unisla.ac.id/index.php/jpensi
e-ISSN 2621-3168
p-ISSN 2502 – 3764

RESEARCH METHODS

RESULTS AND DISCUSSION

Overall, the findings in this study are in accordance with the results of
research that proves that e-service quality has a positive and significant effect on
satisfaction, the results of research that prove that customer satisfaction has a
positive effect on customer trust. Research by Darsono and Dharmmesta (2005),
Zboja and Voorhees (2006), Bouhlel et al. (2009), and Ha et al. (2010) prove that
customer trust has an effect on repurchase intention.
The results showed that service quality affects repurchase intention with
multiple mediation starting from customer satisfaction and brand trust. Service
quality is a determinant of customer satisfaction, trust, and repurchase intentions.
The higher the quality of service, the more satisfied customers, their trust and
repurchase intentions will be stronger, therefore online shops need to always
maintain and improve service quality, service satisfaction to maintain trust and
increase their customers' repurchase intentions. Customer satisfaction is
maintained from pre-purchase, and post-purchase.
For pre-purchases, the Website/Application should provide complete
information, this information can be in the form of information about product
specifications, various products, promotions, and payment systems. The online
shop must provide services in the form of a means to answer customer questions
quickly. When consumer questions can be answered quickly they feel well served
so they can be satisfied with the service.
When an online shop must have a site / application that makes it easy for
customers when shopping. The level of personalization on the site / application is
made according to consumer expectations so that consumers are satisfied, for that
it is important to know what consumers want and make personalization according
to consumer expectations.

CONCLUSIONS AND RECOMMENDATIONS

The results of this study indicate that service quality has a positive and
significant effect on customer satisfaction. Thus, the better the quality of online
services provided by the online shop, the higher the perceived satisfaction. The
results of the study also show that trust brand has a positive and significant effect

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Penulis 1, Penulis 2, et al Jurnal Penelitian Ekonomi dan Akuntansi (JPENSI)
http://jurnalekonomi.unisla.ac.id/index.php/jpensi
e-ISSN 2621-3168
p-ISSN 2502 – 3764

on repurchase intention. Thus, the higher the level of consumer confidence in the
online store, the greater the consumer's repurchase intention.

Based on the results of this study, it can be shown that service quality
affects repurchase intentions with multiple mediations ranging from customer
satisfaction and brand trust. Service quality is a determinant of customer
satisfaction, trust and repurchase intention. The better the quality of service
provided by the online shop, the more satisfied customers will be, and the more
trust they will have in their repurchase intention to make purchases at the online
shop.

Thus, to survive and even win the competition in the online market, every
online store must guarantee the quality of service, satisfaction and customer trust
to be able to encourage or strengthen their customers' repurchase intentions.

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http://jurnalekonomi.unisla.ac.id/index.php/jpensi
e-ISSN 2621-3168
p-ISSN 2502 – 3764

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