PENGARUH PERSEPSI KONSUMEN TENTANG ETIKA PENGECER ONLINE TERHADAP LOYALITAS DENGAN KARAKTERISTIK INDIVIDUAL SEBAGAI VARIABEL MODERASI
ABSTRACT: The objectives of
this study are to examine the impact of consumers' perceptions regarding the
ethics of online retailers (CPEOR) on loyalty and to understand the moderating
influence of individual characteristics in consumers' perceptions regarding the
ethics of online retailers on loyalty. The CPEOR scale includes security,
privacy, non-deception and fulfillment/reliability while the individual
characteristics comprise vertical individualism characteristcs and horizontal individualism
characteristics. The sample was collected by accidental sampling technic with
the total of 200 respondents whom experiencing shopping online within the last
three months. The research methods that this study uses are the simple linear
regression which examines the impact of consumers' perceptions regarding the
ethics of online retailers on loyalty and moderated regression analysis (MRA)
which examines the moderating influence of individual characteristics in
consumers' perceptions regarding the ethics of online retailers on loyalty.
Also, this study has got two hypotheses and the result indicates that
consumers' perceptions regarding the ethics of online retailers significantly
affects loyalty. Study also found that individual characteristics does
moderating consumers' perceptions regarding the ethics of online retailers on
loyalty.
Keywords: CPEOR, loyalty,
individual characteristics, vertical individualism, horizontal individualism
Penulis: Dita Wahyunita, Sri
Wahyuni Astuti
Kode Jurnal: jpmanajemendd151554
