RESEARCH IN MANAGEMENT AND ACCOUNTING Vol. 3 No. 1 June 2020 Wiwiek ANALYSIS OF THE EFFECT OF TRUST. PRIVACY. AND EFFICIENCY ON E-SATISFACTION IN FORMING E-LOYALTY IN TOKOPEDIA CUSTOMERS IN SURABAYA Wiwiek Widya Mandala Catholic University wiwiek@ukwms. ARTICLE INFO Article history: Received : 4 April 2020 Revised : 19 April 2020 Accepted : 10 May 2020 JEL Classification: Key words: Trust. Privacy. Efficiency. ESatisfaction, and E-Loyalty. DOI: https://doi. org/10. 33508/rima. ABSTRACT This study aims to analyze the effect of Trust. Privacy dan Efficiency. and lastly, the effect of Customer Satisfaction on loyalty consumer of Tokopedia in Surabaya. The sample used in this study are Tokopedia consumer, domicile in Surabaya, having the Tokopedia application, knowing Tokopedia's privacy information, making repeated purchases on Tokopedia in the past 1 . This study used 165 respondents and SPSS 22. 0 to process the data. This model was developed in order to conduct research on E-Loyalty conducted on the online shopping site Tokopedia in Surabaya. This research model is formed from the relationship between Trust. Privacy. Efficiency and E-Satisfaction. Based on the data processing that has been done, it is found that Trust and Privacy have a positive and significant influence on E-Satisfaction. E-Satisfaction has a positive and significant effect on E-Loyalty. 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 government in encouraging the growth of e-commerce in Indonesia. downloaded on February 2, 2. The existence of e-commerce in Indonesia 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 Vol. 3 No. 1 June 2020 Wiwiek 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 . com, downloaded on 7 February 2. In Indonesia, the concept of the Tokopedia application is made according to the needs and desires of the Indonesian For example, the customer filtering feature makes it easier to find the desired Tokopedia customers can also get the ease and completeness of information in information on item checkout, shipping methods, use of payment methods and so If customers need help. Tokopedia also provides Live Chat features, email, and phone numbers that can be contacted. 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 information whether the goods ordered by the customer are still packaged, have been shipped, or have arrived at the customer's 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 Eid . E-Satisfaction is defined as the extent to which customer expectations are met through a comparison . id, downloaded on February 2, 2. The 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, 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. million visitors. In fourth position onwards is occupied by Lazada with 445. 5 million Blibli with 353. 2 million visitors. com, downloaded on January 25, 2. 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. 95 trillion . xchange rate of Rp. This investment was made by the SoftBank Vision Fund and Alibaba Group, as well as previous 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. RESEARCH IN MANAGEMENT AND ACCOUNTING Vol. 3 No. 1 June 2020 Wiwiek be more difficult because this kind of business model may not provide a physical store that customers can touch and feel 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 . Privacy refers to the protection of various types of data collected . ith or without the user's knowledg. 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, 2. Efficiency refers to when a customer finds the desired product and information on a site with minimal effort (Zeithaml et al. Whether the site is easy to use, wellstructured, information for customers to search for, it will create a better and more efficient relationship with customers (Parasuraman et al. 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 of the actual performance of the product / service with their initial expectations of where in this research on application / site performance. E-loyalty according to Cyr . 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. study by Mayer et al. define trust as an expression to accept the opponent's trust (Kim and Park, 2. In addition. Doney and Cannon stated that trust is one's belief in another person (Kim and Park, 2. According to Parasuraman et al. , . 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 . , 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. addition, information about merchants, order status, and promo information on the Tokopedia application is accurate and 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, 2. Building customer trust in e-commerce will RESEARCH IN MANAGEMENT AND ACCOUNTING Vol. 3 No. 1 June 2020 Wiwiek LITERATURE REVIEW 1 The Effect of Trust on E-Satisfaction Research conducted by Lee and Lin . explains that trust in online stores has a positive and significant effect on Customer Satisfaction. according to Gefen . Trust is the main driver of Customer Satisfaction. Research conducted by Yoon . shows that trust has a positive and significant effect on satisfaction on a website. Kimery and McCord . define trust in e-commerce is when customers are willing to accept sensitivity in online transactions based on positive expectations about future actions. Lim et al. In an e-commerce environment, trust is defined as the willingness of customers to position themselves in the possibility of losses experienced when shopping transactions via the internet, based on the expectation that the seller promises transactions that will satisfy customers and is able to carry out good quality service to customers. Piercy . Trust is a feeling of security in transactions with companies. Trust is an important determinant of the success of an e-commerce website because it is given that customers and websites are separate from time and place and that products can only be known virtually (Friedrich et al. Based on the explanation of theory and previous research, the following hypothesis can be drawn: Hypothesis 1: Trust has a significant effect on E-Satisfaction aspect of data security is very important in increasing satisfaction. This is supported by Jin and Park . in their empirical research which shows privacy has a positive effect on satisfaction. In line with the previous one. Kinasih . also stated that data security privacy has a positive effect on online customer satisfaction. At a certain stage of the transaction. Privacy can affect Trust. So it should be to increase customer satisfaction, e-commerce systems must be able to design secure data security mechanisms (Liu et al. , 2. Privacy in ecommerce is a willingness to share data information online that allows purchases (Armesh et al, 2. Privacy refers to possibility of the seller to protect and information during electronic transactions (Kim et al. , 2. Privacy can also be interpreted as an assessment and customer confidence in shopping sites in online stores in storing, safeguarding, and protecting all personal data and information from (Parasuraman et al. Zeithaml et al. Privacy in the form of guarantees from the e-commerce company will be the confidentiality of data from customer behavior during shopping activities on the application or website and also credit / debit card information that is safe and not leaked to outside parties. Based on the explanation of theory and previous research, the following hypothesis can be drawn: Hypothesis 2: Privacy has a significant effect on Satisfaction 2 Effect of Privacy on E-Satisfaction Ribbink et al. found that in an online environment, privacy has a high impact on the trust of customers and users even in building long-term relationships with these customers (Al Dmour et al. Chung and Shin . said that the privacy 3 Effect of Efficiency on E-Satisfaction (Kim and Kim, 2010. Waite and Harrison, 2. found that Efficiency significantly affects Satisfaction. Cai and Xu . stated that an efficient application and website system that can increase the speed of order service processing results in provides a "sort menu" which can make it easier for customers to choose products. RESEARCH IN MANAGEMENT AND ACCOUNTING Vol. 3 No. 1 June 2020 Wiwiek Hypothesis 3: Efficiency has a significant effect on Satisfaction higher satisfaction with online retailers. According to Parasuraman et al. Efficiency is a measure of the ease of a site, where the site is well structured and only requires a minimum of information to use In other words, because a website functions as an information system, organization and structure of the online catalog, it must be easy to follow and Website content must be concise and easy to understand, including all terms and conditions relating to products and services must be easy to read and Tyrk et al. Efficiency is the ease and speed of interacting with Zeithaml et al. defines Efficiency as the ability of customers to enter a website and find the products and information they want, as well as check with minimal effort. Efficiency is the ease and speed of accessing and using a website (Ghosh, 2. Efficiency can be defined as ease of use related to URL addresses that are easy to remember, catalogs that are well organized, well structured and easy to follow, site navigation capabilities, as well as content, terms and conditions that are concise and easy to understand (Santos. The existence of an effect of Efficiency on Satisfaction indicates that a system that is very efficient in the use of features by a well-designed customer can reduce the time and cost required to search for customer information which can lead to a higher level of electronic user satisfaction (Kim et al. The easier efficiency level for customers in finding the products they want and need will also increase customer satisfaction (Wibhawani 2. Haq et al . stated that Efficiency has a positive and significant effect on customer satisfaction, in which the use of easy and fast applications will increase their Based on the explanation of theory and previous research, the following hypothesis can be drawn: The effect of E-Satisfaction on E-Loyalty E-Satisfaction itself has several definitions, including McKinney et al. define E-Satisfaction as an affective state that represents an emotional reaction to the overall experience of searching on a commerce site. Szymanski and Hise . define E-satisfaction as a result of customer perceptions of convenience, merchandising, site design, and financial security on a According to Kim et al. ESatisfaction is a cumulative construct based on the amount of customer satisfaction on each purchase and consumption experience with goods or services over time. Kotler . states that Satisfaction is an disappointment from customers that comes after comparing perceptions or impressions of the performance or results of a product and its expectations. E-Loyalty is defined as a customer's intention to buy from a website and a customer's commitment not to change to another website (FlaviaAn et al. , 2006. Cyr et , 2005. Azizi and Wang, 2. E-Loyalty is defined (Srinivasan et al. as customer attitudes and commitments that can benefit e-retailers which result in repeat buying behavior. It is said to be profitable because loyal customers are more likely to spread positive word of mouth, buy additional services and receive premium prices (Gummerus et al. According to Liaw . Loyalty in the scope of online business is defined as the behavior of customers, namely repeated visits, using or consuming, and recommending the same website or application. Al-Hawari . Loyalty as a behavior which repurchases on a website or a system that is available based on a certain time period driven by the desire to achieve profits, including aspects of attitude and behavior. The same thing RESEARCH IN MANAGEMENT AND ACCOUNTING Vol. 3 No. 1 June 2020 Wiwiek Hypothesis 4: E-Satisfaction significant effect on E-Loyalty was expressed by Lu et al. , in the world of online business. Loyalty is a very important matter and issue because customers here can easily compare the same services, goods and services in other online The positive effect of E-Satisfaction on E-Loyallty has been suggested by several studies (Anderson & Srinivasan, 2003. Flaviyn et al. Harris & Goode, 2004. Yang & Peterson, 2. When customers are satisfied with the website, they will be more willing to interact with the website in the future and generate loyal customers (Anderson & Srinivasan, 2003. Fang et al. Satisfied customers will prefer to use the same website (Chou et al. According to Caruana . , overall satisfaction with the perceived experience will lead to customer loyalty. Bearden and Teel . argue that customer satisfaction is a significant determinant of repeat purchases, informing others of the strengths of the website, and customer loyalty. This is also reaffirmed in research Szymanski and Hise . have conducted research so that it is revealed that online satisfaction is prerequisite for achieving loyalty. Samuel and Foedjiawati . say that if a customer gets satisfaction from a purchase transaction for a product, this action will build a positive attitude towards the brand itself so that the customer will make purchases consistently. There is a positive relationship between Satisfaction and Loyalty (Keisidou et al 2. In this study, it shows that the existence of a satisfying experience that a customer gets when making a purchase transaction will cause the customer to return to making purchases on the e-commerce at another time and then become loyal customers (Molden 2. Based on the explanation of theory and previous research, the following hypothesis can be drawn: METHODOLOGY This study adopts a questionnaire survey method to understand the factors that influence e-loyalty to Tokopedia's customers in Surabaya. Based on the theoretical model of efficiency, then and privacy, it proposes a model of customer satisfaction tokopedia to determine the level of customer loyalty. A total of 165 valid questionnaires were received in this survey. The sample to be selected and taken is based on several criteria determined by the researchers in this study, the characteristics of the sample used are users of the Tokopedia site in Surabaya. The sample used in this study must meet the following criteria: residing in Surabaya, having the Tokopedia Tokopedia's privacy information, making repeat purchases on Tokopedia in the last 1 . Questionnaires were distributed in writing to customers of the Tokopedia site in Surabaya. After the respondent has filled out the questionnaire, only the data from the questionnaire that really meets the sample characteristics criteria will be taken for further processing. To answer each statement in the questionnaire, a Likert scale will be used from a scale of 1 to 5, where each scale represents the answer to strongly disagree to strongly agree. Before data processing is carried out, it will first be tested for validity and Validity is the accuracy or accuracy of an instrument in measuring something that you want to measure. The validity test is often used to measure the accuracy of an item in a questionnaire or a related scale whether the item on the questionnaire is appropriate to measure what you want to measure. The testing technique used in testing the validity is Bivariate Pearson Product Moment Correlation. According to Wijaya . , if r RESEARCH IN MANAGEMENT AND ACCOUNTING Vol. 3 No. 1 June 2020 Wiwiek Based on testing the reliability test results table, it is known that the Cronbach Alpha value of all indicators is greater than 0. Therefore, it can be concluded that all variable indicators in this study are reliable. Based on the Multiple Regression Analysis of Trust (T). Privacy (P), and Efficiency (E) on E-Satisfaction (ES), the R number is 0. This explains that there is a strong correlation. The Adjusted R2 figure 264 shows that Trust (T). Privacy (P), and Efficiency (E) are able to explain 26. E-Satisfaction (ES), while the remaining 6% is influenced by other variables that are not included in this research model. The results of the F test show a significance value of 0. 000, this means that the research model is acceptable. Based on table 1, the following regression equation can be ES = 0. 173T 0. 185P 0. The coefficient which is positive indicates a independent variable and the dependent Meanwhile, the coefficient which is negative shows a change that is not in the direction of the independent variable and the dependent variable. From the results of the t test that has been done, it can be concluded that: Trust (T) has a significant effect on ESatisfaction (ES) being rejected at the sig 052> t sig. Privacy (P) has a significant effect on ESatisfaction (ES) received at the sig level. 035 r table then the instrument can be declared valid. Reliability test is a study related to the degree of consistency between various measurements of a variable. Cronbach's Alpha is the method most often used to measure the reliability value of data that has been collected. According to Wijaya . , if the alpha coefficient is> 0. 6, the instrument can be declared reliable. Regression analysis is a statistical technique used to analyze the effect of one or more independent variables on one dependent variable. The objective of multiple regression analysis is to use the known value of the independent variable to predict the value of the dependent variable. According to Hair et al. , each independent variable is weighted by a regression analysis procedure to ensure the maximum prediction of a set of independent variables. Referring to the research model used, based on regression analysis, the following equation will be ES = b1. T b2. P b3. EL = b4. Where: T = Trust P = Privacy E = Efficiency ES = E-Satisfaction EL = E-Loyalty RESULT AND DISCUSSION Data analysis distributed, 165 were returned according to characteristics and could be processed. this study, the overall validity test was carried out with the number of samples . = 165 and = 0. %) in order to obtain r table . = . = 0. Based on the test, it is known that the rcount value of all indicators is greater than the rtable. Therefore, it can be concluded that all variable indicators in this study are valid. RESEARCH IN MANAGEMENT AND ACCOUNTING Vol. 3 No. 1 June 2020 Wiwiek this issue was successfully resolved by Tokopedia, however, it inevitably affected Tokopedia's customers' perceptions, in this case the respondent, of Tokopedia's Trust Privacy has a positive and significant effect on E-Satisfaction. Privacy refers to customer perceptions regarding the possibility of the seller to protect and information during electronic transactions (Kim et al. , 2. Furthermore, according to Roca et al. Privacy deals with consumers' feelings about the possibility that online companies collect and use data about individuals inappropriately. Thus, if a site system is safe and protects consumer information (Santouridis, 2. , consumers will be satisfied with the site. The ability of online stores to control and maintain security for data transactions, as well as security guarantees, is an important part of the trust-building process by reducing consumer concerns about misuse of personal data and data transactions that are easily damaged (Park and Kim, 2. Efficiency has a positive and significant effect on E-Satisfaction. In an online transaction, it is the website that acts as the only intermediary medium that facilitates transactions so that the quality of the website will be the basis for the public's judgment regarding whether or not the website is trusted. Zeithaml et al. stated that website quality is the quality of a site's services provided to its customers. Website quality is the quality of the appearance of a website that is considered important by users so that it influences user behavior and evaluation of the website (AlQeisi et al. , 2. Website quality from the point of view of user satisfaction is to evaluate the Satisfaction (ES) is able to explain 20. 5% of E-Loyalty (EL), while the remaining 79. is influenced by other variables not included in this research model. The results of the F test show a significance value of 000, this means that the research model is Based on table 2, the regression equation can be generated as follows: EL = 0. The coefficient which is positive indicates a unidirectional change between the independent variable and the dependent variable. Meanwhile, the coefficient which is negative shows a change that is not in the direction of the independent variable and the dependent From the results of the t test that has been done, it can be concluded that: E-Satisfaction (ES) has a significant effect on E-Loyalty (EL) received at the sig level. 0,000