Articles

The Effect of Perceived Ease of Use and Service Quality on Customer Loyalty with Customer Satisfaction as an Intervening Variable: Case Study on Tokopedia

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Transactions on e-commerce have become a common habit in society. Indonesia had approximately 196.47 million e-commerce users, and this number is predicted to continue increasing. The total value of e-commerce transactions has reached Rp 453.75 trillion, and Tokopedia is among the top five e-commerce platforms with the most visitors, totaling 1.2 billion visits. However, Tokopedia has recently experienced a 31% decrease in visits compared to the previous year, and many users have expressed dissatisfaction. Based on these issues, the aim of this research is to determine the influence of service quality and perceived ease of use on customer loyalty, with customer satisfaction serving as a mediating variable with the object of research Tokopedia. This research is quantitative in nature, utilizing descriptive and causal analysis. Sampling was carried out using purposive sampling method, resulting in 400 respondents who fulfilled the requirements applied in this research. The analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the SmartPLS 3. The findings of this research indicate a positive and significant effect of perceived ease of use and service quality on customer loyalty, both directly and indirectly through customer satisfaction. The model used in this study explains 55.8% of consumer loyalty behavior towards Tokopedia, which falls into the moderate category. Tokopedia should enhance the quality of services offered to users and ensure they encounter no difficulties while using the Tokopedia application. The objective is to improve customer satisfaction on Tokopedia, ultimately leading to increased customer loyalty.

Factors Influencing Intention to Adopt Generative AI Tools in Indonesian Enterprise Users

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Indonesian enterprises are in the early stage of adopting generative AI tools. A report from Forbes shows that AI companies around the world have raised around $354 billion for Generative AI technology. One of the key drivers of those funding is to capitalize on the growing market demand. Market demand in Indonesia for Generative AI technology is explored by studying the intention to adopt such tools among enterprise users. Quantitative study reveals that perceived ease of use is a factor influencing the user’s intention to adopt Generative AI Tools in Indonesian enterprises. Recommendations for further research includes exploring more predictive factors and reaching broader target audiences for the study.

Strategy for Embracing Digital Technology at XYZ Life Insurance Company

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In the last two decades, insurance markets in industrialised countries have undergone significant transformation due to deregulation, increased competition and globalisation. This evolution has also impacted emerging markets such as Indonesia, where the insurance sector, particularly digital insurance, presents both challenges and opportunities. This study aims to explore the factors that influence customer adoption of digital insurance platforms in Indonesia, focusing on perceived ease of use, usability, customer experience, trust in technology, and innovativeness. The research employed both qualitative and quantitative methodologies, including thematic analysis of interviews and multiple linear regression analysis of survey data. The results showed that while perceived usefulness and innovativeness had a positive effect on adoption intention, perceived ease of use had a negative impact, indicating the need for a balance between simplicity and security. Trust in technology, while not directly impactful, is still important for building user confidence. This study highlights the importance of user education, strong data protection, and innovative features in driving digital insurance adoption. However, limitations such as the focus on certain factors and the cross-sectional nature of this study indicate the need for further research to cover a wider range of variables and longitudinal data.

The Digitalization of Distributor Management System at Pertamina Lubricants: Issues and Solutions on the Implementation Stage

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Pertamina Lubricants has stated digital transformation as one of its breakthrough projects to accelerate digitalization as one of its strategic initiatives. This strategic initiative has objectives to enhance channel management and the capability of distributors as strategic business partners to achieve their sales volume target set by the management of Pertamina Lubricants. This journal aims to evaluate and improve the digital distributor management system to help distributors of Pertamina Lubricants achieve their sales volume target.