The Effect of Convenience and Trust to Purchase Decision and Its Impact to Customer Satisfaction

Abstract

The research objective is to determine the purchase decisions and customer satisfaction that are directly affected by onvenience and Trust, Customer Satisfaction that is directly affected by Purchase Decisions, and Customer Satisfaction that is indirectly affected by Convenience and Trust through Purchase Decisions. This research uses quantitative approach by collecting data through questionnaires. Population in this research are Shopee users in Bogor. Retrieval sample uses purposive sampling method with criteria of at least has purchased one time of something in Shopee Marketplace. Starting with the samples of 203 respondents and using SEM (Structural Equation Modeling) with outlier test, normality test, construct reliability test, multi collinearity test, singularity test and discriminant validity test. The results of all tests that have been done get results in accordance with the conditions set in this study. Research indicates that there is a direct positive influence of Convenience toward the purchase decisions (γ11= 0,743), Trust toward the customer satisfaction (γ22= 0,317), and purchase decisions toward customer satisfaction (β21= 0,554). There is indirect positive influence of Convenience toward Customer Satisfaction through Purchase Decisions (β21+ γ11=0,412). Moreover there is not any effect of Trust to the purchase decisions, Convenience to the customer satisfaction, and Trust to Customer Satisfaction through purchase decisions.

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