The Influence of Customer Experience on the Level of Satisfaction of Shopee Buyer in Bandung (original) (raw)
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The purpose of this study is to explore the influences of online shopping perceived benefits namely Convenience, Pricing and Wider Selection towards Online Customer Satisfaction and Word of Mouth. The data has been collected on convenience from 200 respondents who experienced at least one online shopping in the last year. The online shopping is considered to be a very helpful way of buying products through the internet especially during the holidays and clearance seasons. It allows customers to enjoy a wide variety of products and items not only from a specific store, but from a diverse storage that includes all kinds of items. Online shopping also provides customers with a good customer service that also occurs online.
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The development of information and communication technology in the era of globalization is growing rapidly. This has a significant impact on internet usage in Indonesia. So that makes Indonesia a very potential market for e-commerce, which has triggered the emergence of various online stores in Indonesia. Achieving success in ecommerce business in online stores in Indonesia requires a strategy. Shopee is an ecommerce company that runs the C2C mobile marketplace business, which allows users to buy or sell goods through applications available on the iOS and Android platforms. This research is a quantitative research that aims to determine the effect of functional comfort and representative excitement on Impulse Buying. Data collection uses a questionnaire with a Likert scale with PLS (Partial Least Square) method with Smart PLS 3.2.7 software. The sample used in the study was 50 people. The sampling technique uses a purposive sampling method. The results of this study indicate that functional convenience variables have a significant effect on unplanned purchases, while representative excitement variables have no significant effect on Impulse Buying.