The Importance of Consumer Satisfaction for E-Commerce Users: How That Affects Consumer Behavior on Consumer Satisfaction?

Abstract

E-commerce is a business model that performs transactions using the internet and is implemented digitally to facilitate transactions between organizations and individuals.E-commerce covers the process from distribution, sale, purchase, marketing and service of a product which is carried out in an electronic system, namely the internet.E-commerce competition in Indonesia is very fierce because many e-commerce from abroad also compete and become the prima donna in Indonesia.In this study, the value of the influence of customer value, customer experience, user experience, brand image, price, productivity, service quality and trust in customer satisfaction will be sorted.The research conducted is descriptive analytic which will explain what factors affect consumer satisfaction in shopping on e-commerce.The approach used in this research is the cross section approach, in which the measurement of the variable is only done with momentary observations or in a certain period and each study is only carried out once.The research was conducted on respondents who had purchased online via e-commerce, either directly from the website or via the mobile application.The results of data analysis show that there are variables that significantly affect customer satisfaction.The amount of influence obtained includes user experience, customer experience, promotion, service quality, brand image, customer value, trust and price.The amount of influence for user experience is 15.3%, customer experience 13.9%, promotion 7.5%, service quality 27.6%, brand image 27.4%, customer value 18, 4%, trust 10.15 and price 1.2%.

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