ANALYSIS OF THE EFFECT OF TRUST, PRIVACY, AND EFFICIENCY ON E-SATISFACTION IN FORMING E-LOYALTY IN TOKOPEDIA CUSTOMERS IN SURABAYA

INTRODUCTION With the development of internet technology that is so fast that business systems have changed from conventional or offline to online, which are all connected in the internet network. The rise of online business has become the forerunner of the birth of electronic-commerce or e-commerce for short, both throughout the world, including in Indonesia. The e-commerce industry has changed the way trade transactions, both retail and wholesaler, are local or global. From year to year, the growth of the e-commerce industry in Indonesia continues to increase. During the 2015-2019 period, e-commerce in Indonesia has increased by up to 500 percent. Based on Google research and the e-Conomy SEA 2018 report, it shows that Indonesia's digital economy in 2019 has reached US $ 27 billion or around IDR 391 trillion. This means that Indonesia's digital economy transactions have contributed 49%, making Indonesia ranked first for the Southeast Asian region. This is one of the things that must be considered by the government in encouraging the growth of e-commerce in Indonesia. (www.wartaekonomi.co.id, downloaded on February 2, 2020). The existence of e-commerce in Indonesia increasingly encourages consumptive behavior. With the ease of transacting and choosing products in ecommerce, this has boosted the number of online customers, which is projected to increase by around 25% each year and will reach 65 million people. In research conducted by McKinsey it shows that 30% of online shopping is not a routine necessity but an additional value of approximately 42 trillion rupiah in 2017. Online business is predicted to expand to various regions in Indonesia so that the proportion of online shopping is also predicted to increase in value around Rp. seven times in 2022 RESEARCH IN MANAGEMENT AND ACCOUNTING Wiwiek Vol. 3 No. 1 June 2020 13 (www.wartaekonomi.co.id, downloaded on February 2, 2020). The online discount portal CupoNation Indonesia released a study on the online shopping site most visited by Indonesians throughout 2019. The study was carried out in the midst of competition for various e-commerce platforms in Indonesia in various ways to become the user's first choice. Quoting data from CupoNation Indonesia, domestic ecommerce platforms still control the number of website visitors throughout 2019 even though several international online shopping sites are also included in the ranks of the e-commerce market in Indonesia. Data states that Tokopedia is the online store most visited by Indonesians with total visitors reaching 1.2 billion, with details of 863.1 million visitors from the mobile web and 329.8 million visitors from the desktop. The second rank is dominated by online shopping site Shopee with a number of visits reaching 837.1 million. This number automatically shifts Bukalapak's position, which in 2019 was visited by 823.5 million visitors. In fourth position onwards is occupied by Lazada with 445.5 million visitors; Blibli with 353.2 million visitors; JD ID with 105.4 million visitors. (www.cnnindonesia.com, downloaded on January 25, 2020). In its journey, Tokopedia itself must strengthen its positive influence on the Indonesian market share. The Show In 2018, with new funding of US $ 1.1 billion or equivalent to Rp. 15.95 trillion (exchange rate of Rp. 14,500). This investment was made by the SoftBank Vision Fund and Alibaba Group, as well as previous investors. Tokopedia plans to use the funds to encourage technology and infrastructure development within the company. This benefit of capital will also expand the scale and reach while increasing operational efficiency for millions of businesses and partners in the corporate ecosystem. Tokopedia itself has provided access to more than 100 million products to people in Indonesia. With the rate of internet usage growing rapidly, Tokopedia will continue to focus on the market in Indonesia to encourage economic development and financial inclusion in Indonesia. Currently, Tokopedia has reached 93% of sub-districts throughout Indonesia and more than 17,000 islands, so that in 2018 the company's gross merchandise value (GMV) increased by four times (finance.detik.com, downloaded on 7 February 2020). In Indonesia, the concept of the Tokopedia application is made according to the needs and desires of the Indonesian people. For example, the customer filtering feature makes it easier to find the desired item. Tokopedia customers can also get the ease and completeness of information in ordering orders, such as detailed information on item checkout, shipping methods, use of payment methods and so on. If customers need help, Tokopedia also provides Live Chat features, email, and phone numbers that can be contacted. In addition, Tokopedia also collaborates with many overseas merchants and many official brands that can make it easier for users to find goods that match customer desires. Tokopedia also provides accurate information such as order status information whether the goods ordered by the customer are still packaged, have been shipped, or have arrived at the customer's hands. Information related to merchants on Tokopedia is also provided complete and accurate, for example the speed in responding to customers, the merchant category, and others. Completeness of information on product characteristics and product appearance is also necessary so that customers can be interested and easy to sort products. Eid (2011), E-Satisfaction is defined as the extent to which customer expectations are met through a comparison RESEARCH IN MANAGEMENT AND ACCOUNTING Wiwiek Vol. 3 No. 1 June 2020 14 of the actual performance of the product / service with their initial expectations of performance; where in this research on application / site performance. E-loyalty according to Cyr (2008) is a commitment to consistently revisiting the site because of a preference to shop on that site without switching to another site. Based on this definition, customers are said to be loyal if they visit an online site or use a service on the site repeatedly without switching or moving to other online sites. The point is that the customer does not only visit the online site once or in other words, the customer stops on the first visit, but the customer continues to make repeated and consistent visits for a long time. An important key to getting loyal customers is to build customer satisfaction based on customer trust in Tokopedia. A study by Mayer et al. (1995) define trust as an expression to accept the opponent's trust (Kim and Park, 2012). In addition, Doney and Cannon stated that trust is one's belief in another person (Kim and Park, 2012). According to Parasuraman et al., (2005), trust is a belief that is felt by customers in relation to a site, product or service, and the information provided is clear and correct. Trust is included in influencing customers' willingness to disclose personal information to make purchases online. McKnight and Chervany (2001), customer trust in ecommerce is when customers believe that the technology used is reliable and credible. Tokopedia has information regarding policies such as privacy policies, refunds and goods, advertising, and others. In addition, information about merchants, order status, and promo information on the Tokopedia application is accurate and complete. Trust is one party's belief regarding the other party's intentions. Thus, trust is emphasized as the main factor determining customer loyalty from many literatures (D'Ambra and Xiao, 2010). Building customer trust in e-commerce will be more difficult because this kind of business model may not provide a physical store that customers can touch and feel directly. The second factor that also plays an important role, which concerns customers about the data they provide to commerce sites is about customer data privacy. According to Kassim and Abdullah (2010) Privacy refers to the protection of various types of data collected (with or without the user's knowledge) during user interaction with online systems which can also affect the system to be used. Therefore, service providers have felt concern and insecure feelings from service users regarding the possibility of leaking personal data information to others. This presents a unique challenge to the growth and development of online services, especially Tokopedia itself. The third factor, Efficiency, is the effort to speed and ease in accessing sites which are very important in e-commerce, because the convenience and time savings in accessing a system are generally considered the main reasons for shopping online (Ranganathan & Ganapathy, 2002). Efficiency refers to when a customer finds the desired product and information on a site with minimal effort (Zeithaml et al. 2002). Whether the site is easy to use, wellstructured, and requires minimum information for customers to search for, it will create a better and more efficient relationship with customers (Parasuraman et al. 2005). Tokopedia provides a Filtering feature so that customers can make it easier to find the specific item they want, for example in terms of product category, type of seller, location, brand, delivery, payment options, appraisal, promotional programs, and price range. Tokopedia provides a "category menu" that makes it easier for customers to find items they need, such as for sale, cheap electronics, shopee fashion, and others. In addition, Tokopedia also RESEARCH IN MANAGEMENT AND ACCOUNTING Wiwiek Vol. 3 No. 1 June 2020 15 provides a "sort menu" which can make it easier for customers to choose products. LITERATURE REVIEW 1 The Effect of Trust on E-Satisfaction Research conducted by Lee and Lin (2005) explains that trust in online stores has a positive and significant effect on Customer Satisfaction. In addition, according to Gefen (2000), Trust is the main driver of Customer Satisfaction. Research conducted by Yoon (2002) shows that trust has a positive and significant effect on satisfa