Identifying Factors Affecting Customer Satisfaction In E-Commerce

Arri, Fatimah Azzahra (2021) Identifying Factors Affecting Customer Satisfaction In E-Commerce. Diploma thesis, Universitas Andalas.

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Abstract

Background of this research is the existence of digital lifestyle has impacting human life in so many aspects, including the way people do transactions and trade through the digital market or also known as e-commerce. E-commerce is one of the results of combining digital technology and the internet with conventional industries. Many people prefer to buy products through e-commerce rather than shopping directly at the store, because it gives several benefits such as saving time, saving energy expended, obtaining more variety of products, and getting lower prices. According to Statista data, the number of Indonesian digital buyers in 2018 is 31.6 million and projected to increase to 43.9 million buyers in 2022. The objective of this research is to identify the influence of website quality, product quality, product price, and safety shopping toward e-commerce customer satisfaction and determine the significant factor that influence e-commerce customer satisfaction. The method used in this research is multiple linear regression analysis to identify the relationship between independent variables and dependent variables. The independent variables used in this research are website quality, product quality, product prices, and safety shopping while the dependent variable is customer satisfaction. Then F-test and t-test will be used to identify the simultaneous and partial effect of website quality, product quality, product price, and safety shopping on e-commerce customer satisfaction. This research uses the purposive sampling technique to determine the sample size. An online questionnaire will be used to obtain the primary data. The online questionnaire distributed through social media to respondent domicile in Padang that have e-commerce applications and made transactions on e-commerce in the last six months and it resulted 184 respondents. This research results that the website quality, product quality, product price, and safety shopping simultaneously influence customer satisfaction because the Fcount is bigger than the Ftable (116.405 > 2.42). Partially, the website quality, product quality, product price, and safety shopping influence the customer satisfaction, it proves by the significant value is less than the significant level (5%) and the tcount is greater than the ttable. The determinant coefficient (R2) obtain is 0.70, it means 70% of customer satisfaction can be explained by the website quality, product quality, product price, and safety shopping. Furthermore, the most significant factors that influence customer satisfaction is product quality, this factor contributes as much as 38% among the other three independent variables in this research.

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