PENGARUH EMBEDDED INSURANCE PADA LAYANAN PROTEKSI PRODUK SHOPEE DALAM MEMEDIASI E-SERVICE QUALITY TERHADAP KEPERCAYAAN KONSUMEN

Authors

  • Lanina Astrid Chrysant Vrij Universitas Pendidikan Indonesia
  • Adam Hermawan Universitas Pendidikan Indonesia
  • Adi Prehanto Universitas Pendidikan Indonesia

DOI:

https://doi.org/10.25134/digibe.v3i1.43

Keywords:

e-service quality, embedded insurance, kepercayaan konsumen

Abstract

Berbelanja online melalui e-commerce telah menjadi bagian dari kebiasaan masyarakat Indonesia sehari-hari. Banyaknya kemudahan yang dirasakan menjadi alasan masyarakat gemar berbelanja online. Namun, banyaknya kemudahan yang dirasakan itu tidak menutup adanya risiko-risiko yang dapat menganggu pengalaman belanja dan menimbulkan kekecewaan. Kekecewaan konsumen terhadap e-service quality yang diberikan bisa berdampak buruk terhadap kepercayaan konsumen pada e-commerce tersebut. Oleh karena itu, diperlukan upaya penanggunlangan risiko dengan memberikan jaminan berupa asuransi bagi konsumen e-commerce melalui teknologi embedded insurance. Penelitian ini dilakukan untuk mengetahui pengaruh embedded insurance pada layanan proteksi produk shopee dalam memediasi e-service quality terhadap kepercayaan konsumen. Pendekatan dalam penelitian ini menggunakan kuantitatif kausal dengan metode survey. Dengan sampel yang merupakan pengguna aktif Shopee di Kota Bandung, Bekasi, Bogor, Depok, dan Tasikmalaya usia 17 – 39 tahun yang pernah menggunakan layanan Proteksi Produk di Shopee minimal satu kali. Data yang terkumpul selanjutnya diolah menggunakan pendekatan PLS-SEM melalui aplikasi SmartPLS 3.2.9. Hasil dari penelitian ini yaitu pertama e-service quality berpengaruh secara signifikan terhadap embedded insurance. Kedua e-service quality tidak berpengaruh secara signifikan terhadap kepercayaan konsumen, Ketiga, terdapat pengaruh signifikan dari e-service quality,terhadap kepercayaan konsumen,melalui embedded insurance. Oleh karena itu, embedded insurance berhasil menjadi variabel mediasi dalam pengaruh e-service quality terhadap kepercayaan konsumen.

Kata kunci: e-service quality; embedded insurance; kepercayaan konsumen.

 

Abstract

Shopping online through e-commerce has become an integral part of the daily habits of Indonesian society. The convenience it offers is a key reason why people enjoy online shopping. However, these conveniences do not eliminate the risks that can disrupt the shopping experience and lead to disappointment. Consumers' dissatisfaction with the e-service quality provided can negatively impact their trust in the e-commerce platform. Therefore, risk mitigation efforts are needed by providing guarantees in the form of insurance for e-commerce consumers through embedded insurance technology. This study aims to analyze the influence of Embedded Insurance on Shopee's Product Protection Services in mediating E-Service Quality and Consumer Trust. The research employs a causal quantitative approach with a survey method. The sample consists of active Shopee users aged 17–39 years in Bandung, Bekasi, Bogor, Depok, and Tasikmalaya who have used Shopee’s Product Protection service at least once. The collected data were processed using the PLS-SEM approach with the SmartPLS 3.2.9 application.The findings of this study are as follows: first, e-service quality significantly influences embedded insurance. Second, e-service quality does not significantly influence consumer trust. Third, there is a significant influence of e-service quality on consumer trust through embedded insurance. Therefore, embedded insurance successfully acts as a mediating variable in the relationship between e-service quality and consumer trust.

 Keywords: e-service quality; embedded insurance; consumer trust

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Published

31-01-2025

How to Cite

Lanina Astrid Chrysant Vrij, Adam Hermawan, & Adi Prehanto. (2025). PENGARUH EMBEDDED INSURANCE PADA LAYANAN PROTEKSI PRODUK SHOPEE DALAM MEMEDIASI E-SERVICE QUALITY TERHADAP KEPERCAYAAN KONSUMEN. Digital Business and Entrepreneurship Journal, 3(1), 1–13. https://doi.org/10.25134/digibe.v3i1.43

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