Customer Satisfaction in Buying Product by using Media

E-Commerce

Ravindra Safitra Hidayat, Elizabeth Ginting

Universitas Budi Luhur

Keywords: Social Marketing, E-Commerce, Price, Customer Satisfaction, Purchase Decision

Abstract: The study aimed to identify the purchase of products through social media marketing e-commerce and price

of, customer satisfaction to know the impact of customer satisfaction, purchase of the decision to understand

social marketing through e-commerce, purchase of the decision and to know the customer satisfaction through

direct impact of the decision in. online purchases. The result of this research was social marketing through e

commerce on customer satisfaction is positive and significant. Influences the price of customer satisfaction is

negative and significant, the influence of customer satisfaction in the purchase of the decision on the line is

positive and significant, the influence of social marketing through e-commerce of the decision to buy is

positive and significant, the purchase price of the decision is negative and significant.

1. INTRODUCTION

In the era of globalization as now, it is competition in

the business world to be very strict. The company

competes with each other in compete to maintain a

venture to be tough in the competition is fierce.

Create new customers and retain customers who are

long and to increase the volume of sales with the

marketing strategy through the internet is the goal the

company.

It has since built the internet is something that is

already is not going to be a need for at present, but

have become weak and helpless an orderly lifestyle

and dependability in each of the four people. The

development of this very moment becomes more and

more fast-paced growth can be after of the internet

started can be accessed via cellular phone and come

up with to which the name is a smartphone from

Apple or a phone smart.Where there are a lot as the

facilities that are given to community groups in a

smartphone reflected the bank sound assets, chat,

email I have got to, browse, as well as the facilities

social media.

E-commerce is the process of purchasing, sale or

the exchange of goods and services and information

via computer network including the internet. For

some big firms, e-commerce is a part in the

development of, marketing, the sale of, delivery, and

the payment of services customers with the support of

the business partner of a network of around the world

(

Saragih, & Ramdhani,2012).

This study will discuss consumer satisfaction in

buying products using e-commerce, and cases that

will be used, one of which is online purchasing with

Tokopedia. One of the webs or buying and selling

sites that currently enliven the Marketplace in

Indonesia is Tokopedia.com. The reason for choosing

Tokopedia is based on the search that Tokopedia is in

terms of because it is based on the search that

Tokopedia in terms of security in safer transactions,

the transaction process between sellers and buyers

requires sellers and buyers to confirm, starting from

payment confirmation, delivery confirmation to

confirmation that the item has been received and has

a total of 8,600,000 visitors. Tokopedia.com that

gives trust to consumers both in terms of security and

the products offered. Tokopedia.com provides

convenience in transactions such as all buying and

selling transactions conducted on Tokopedia.com.

Through Tokopedia account numbers as escrow-

accounts and Tokopedia.com, it also routinely

conducts moderation for safer transaction

experiences and policies provided by Tokopedia. com

(www.tokopedia.com).

The existence of security and the policies given

make consumers more trust and not hesitate in

making online purchases. Because of the provisions

and policy requirements of the company consumers

are not worried about fraud

118

Hidayat, R. and Ginting, E.

Customer Satisfaction in Buying Product by using Media E-Commerce.

DOI: 10.5220/0008930301180121

In Proceedings of the 1st International Conference on IT, Communication and Technology for Better Life (ICT4BL 2019), pages 118-121

ISBN: 978-989-758-429-9

2. THEORETICAL FRAMEWORK

Understanding of social marketing

Based on the definition of the experts, social

marketing was mostly an application commercial

marketing strategies to sell idea to change society,

especially in the management which includes,

analysis, planning implementation, and supervision.

The application of social marketing is one part of a

framework called "doing great by doing good" (

Kotler

& Keller, 2015).

Six choices for doing good cause

promotions, cause-related marketing, social

marketing, corporate philanthropy, community

volunteering. Social marketing is an effort to support

the implementation and / or change of community

behavior.

The yuan in the encyclopedia of information

science and technology said e-commerce is the use of

computer network to communicating business and

commercial transaction.Then on the website e-

commerce net, e-commerce defined as an activity to

sell merchandise and services over the internet.All

components involved in business practical applied

here, like customer service, available products,

payment methods, security for products, the

promotion and forth.

According to

Kotler & Keller (2009)

quoted from

book marketing management said that consumer

satisfaction is feeling glad or disappointed someone

who appears performance after comparing products

(the) thought to expected performance.

Understanding of Trust

Consumer confidence is defined as the willingness of

one of the parties to accept the risks of other parties

based on hope that other parties to take action for the

important, who believe in regardless of ability to

supervise and control the act of parties believed

(Wardoyo & Andini, 2017)

Understanding of Price

Sangadji & Sopiah (2013), states that "Prices can be

used as an indicator of substitute for product quality,

with high-value products that can be viewed

positively by certain market segments.6States "Price

is the amount of money one must pay to obtain the

right to use the product. Price sometimes serves as a

signal of quality. Product prices too low might be

perceived as having low quality."

Understanding of Product Quality

Understanding Product Quality According to

Kotler &

Keller (2011)

product quality is the ability of an item

to provide results or performance that is even more

than exceeds, whereas According to Kotler &

Armstrong (2011), product quality is the product's

ability to display its function, this includes the time of

use of the product, reliability, convenience, use and

improvement, and other values.

Definition of Consumer Purchasing

Decisions

Consumer Purchase Decisions, according to

Sudaryono (2014), are "a selection of actions from

two or more choices." If someone is faced with two

choices, namely buying and not buying, then he is in

a position to make a decision. In fulfilling their life

needs, a consumer must choose the products and

services to be consumed.

Figure 1: Research Framework

Formulation of Research Hypotheses

H1: Price has a positive and significant effect on

customer satisfaction

H2: Product quality has a positive and significant

effect on customer satisfaction

H3: Consumer trust has a positive and significant

effect on customer satisfaction

H4: Prices have a positive and significant effect on

the decision to buy online

H5: Product quality has a positive and significant

effect on the decision to buy online

H6: Consumer trust has a positive and significant

effect on buying decisions online

Customer Satisfaction in Buying Product by using Media E-Commerce

119

3. RESEARCH METHODOLOGY

This type of research is explanatory research using a

quantitative approach. According Sugiyono (2016),

research according to the level of explanation is

research that intends to explain the position of the

variables studied and the relationship between one

variable and another variable.

In addition, this research is intended to test the

hypotheses that have been formulated previously. In

the end the results of this study explain the causal

relationship between variables through hypothesis

testing.

4. RESULT

Figure 2: Research Model

The results of the tabulation of questionnaires that

have been input using Microsoft Excel software are

exported to the SmartPLS 3.0 application for further

analysis. The data used is the complete data. Of the

total 100 respondents, who provided complete data

were 97 respondents. This data of 97 respondents was

used for measurement model analysis and structural

models.

According to Haenlein & Kaplan (2004) and

Petter et al., (2007), if indicators cause the formation

of latent variables and those indicators cannot be

exchanged, they are called formative scales. This

results in no need for reliability and validity testing

because the indicators forming latent variables are not

related to each other.

If each indicator is interconnected and can be

exchanged, then it is called reflective and the level of

reliability and validity must be properly tested (Hair,

2014). This research uses reflective indicators, so

testing reliability and validity must be done.

Table 1: Research Model Coefficients

The results of the T-test (2-tailed) with a 5%

significance level as shown in the table above show

that the effect of prices on consumer satisfaction and

prices on purchasing decisions, consumer satisfaction

with purchasing decisions, proved significant because

each had an empirical t value above 1.9852 that is and

has a significance value (P Value) <5% (0.05),

whereas consumer confidence in product quality on

customer satisfaction and product quality on

purchasing decisions and quality is not proven

significant because each variable has an empirical t

value above table value of 1.9852 and significance (P

Value)> 5% (0.05).

Figure 3: Interpretation of Research Results

Hypothesis testing using the PLS-SEM method is

broadly divided into two stages, namely, the analysis

of the measurement model and the structural model.

Analysis of measurement models can be said as an

analysis of validity and reliability, while structural

model analysis is used to test hypotheses.

a. The effect of prices influences consumer

satisfaction

b. From the results of the price variable analysis

has a significance value of 0.008 below 0.05, it

can be interpreted that prices have a positive

and significant influence on customer

satisfaction. Where the higher the price set by

the company for a product, the consumer will

be satisfied.

c. Effect of product quality on customer

satisfaction.

d. The influence of consumer confidence affects

consumer satisfaction.

ICT4BL 2019 - International Conference on IT, Communication and Technology for Better Life

120

e. Effect of prices on decisions to buy online.

f. Effect of product quality on online buying

decisions.

g. The influence of trust influences the decision to

buy online.

5. CONCLUSION

1. The effect of price influences consumer

satisfaction

From the results of the price variable analysis has a

significance value of 0.008 below 0.05, it can

be interpreted that prices have a positive and

significant influence on customer satisfaction.

where the higher the price set by the company

for a product, the customer will.

2. Effect of product quality on customer satisfaction

3. The influence of consumer trust affects consumer

satisfaction

4. Effect of prices on decisions to buy online

5. Effect of product quality on online buying

decisions

6. The effect of trust influences the decision to buy

online

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