Pengaruh Relational Benefit Terhadap Kepuasan dalam Penjualan Online Produk Batik Pada Usaha Mikro, Kecil dan Menengah di Jawa Timur
Keywords:
confidence benefit, social benefit, special treatment benefit, satisfactionAbstract
Strategy relational benefits, when seen from the perspective of Customer Relationship Management is a strategy to facilitate the implementation of Customer Relationship Management strategy to become a business action in response to actual or potential customer behavior. Relational benefit is a strategy long-term relationship between the consumer and the service provider to deliver a number of benefits to consumers. Information technology also provides many benefits and convenience for customers, among others: the benefits of the trust (confidence benefit) in the form of confidence and reduced anxiety. Social benefits (social benefits) received by the consumer in the form of personal confession made by an online service provider which was constructed by the benefits of convenience and expediency of information Technology. The use of information technology can provide special benefits (special treatment benefit) in the form of savings in time to visit some websites that sell products online at a time. The sampling technique used in this study is is proportional random sampling. Samples were taken based on the consumer population group buyers batik products online in Micro, Small and Medium-East Java month period from June to September 2010 in Sidoarjo district, Jombang, Malang, Bangkalan, Surabaya, Pamekasan. Taken proportionally based on the number of consumers in the Micro, Small and Medium Enterprises. Analysis of the data in this study using the test Structural Equation Modeling (SEM). Based on the results of the study concluded that confidence benefit significantly influence satisfaction, social benefits significantly influence satisfaction, treatment special benefit significantly influence satisfaction.
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