FAKTOR-FAKTOR YANG MEMPENGARUHI CUSTOMER SATISFACTION PADA E-COMMERCE

Abstract

ABSTRAK

Penelitian ini bertujuan mengidentifikasi dan mengintegrasikan faktor-faktor yang memengaruhi customer satisfaction pada e-commerce. Metode yang digunakan adalah systematic literature review (SLR) dengan proses pelaporan mengacu pada PRISMA 2020. Penelusuran terarah dilakukan terhadap artikel jurnal tahun 2016-2025 melalui Google Scholar dan laman penerbit ilmiah menggunakan kombinasi kata kunci e-commerce, online shopping, e-service quality, website quality, customer satisfaction, e-trust, perceived value, fulfilment, delivery, return policy, dan security. Dari 24 artikel kandidat unik, 15 artikel memenuhi kriteria relevansi dan kualitas untuk disintesis secara tematik. Hasil kajian menunjukkan bahwa kepuasan pelanggan bukan hasil dari satu atribut, melainkan evaluasi menyeluruh atas proses sebelum, selama, dan setelah transaksi. Faktor yang paling konsisten meliputi kualitas sistem dan desain situs, kualitas serta akurasi informasi, kemudahan penggunaan, keamanan dan privasi, keandalan pemenuhan pesanan, kualitas produk, ketepatan pengiriman, layanan pelanggan, penanganan retur dan pengembalian dana, kepercayaan, serta perceived value. Harga murah dan promosi hanya meningkatkan kepuasan apabila manfaat yang diterima tidak dikompromikan oleh risiko, keterlambatan, atau kegagalan layanan. Kepercayaan dan perceived value berperan sebagai mediator penting, sedangkan pengalaman belanja, jenis produk, perangkat, dan konteks pasar menjelaskan variasi pengaruh. Kajian menyimpulkan bahwa e-commerce harus mengelola customer satisfaction sebagai kinerja end-to-end, bukan sekadar kualitas antarmuka digital.

Kata Kunci: Customer Satisfaction; E-Commerce; E-Service Quality; E-Trust; Perceived Value; Systematic Literature Review

ABSTRACT

This study identifies and integrates the factors affecting customer satisfaction in e-commerce. A systematic literature review was conducted using the PRISMA 2020 reporting framework. A targeted search covered journal articles published from 2016 to 2025 through Google Scholar and scholarly publisher platforms using combinations of e-commerce, online shopping, e-service quality, website quality, customer satisfaction, e-trust, perceived value, fulfilment, delivery, return policy, and security. Of 24 unique candidate articles, 15 met the relevance and quality criteria and were synthesized thematically. The findings show that customer satisfaction is not produced by a single attribute, but by a holistic evaluation of the pre-purchase, transaction, and post-purchase process. The most consistent determinants are system and website design quality, accurate information, ease of use, security and privacy, reliable order fulfilment, product quality, timely delivery, customer service, return and refund handling, trust, and perceived value. Low prices and promotions improve satisfaction only when the benefits are not offset by risk, delay, or service failure. Trust and perceived value function as important mediators, while shopping experience, product type, device, and market context explain variations across studies. The review concludes that e-commerce firms must manage customer satisfaction as an end-to-end operational outcome rather than merely as a feature of the digital interface.

Keywords: Customer Satisfaction; E-Commerce; E-Service Quality; E-Trust; Perceived Value; Systematic Literature Review