Analysis of An Online Shopping Satisfaction Model That Impact On Increasing Retraction Intention

Volume 8, Issue 5, May – 2023 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
Analysis of an Online Shopping Satisfaction Model

that Impact on Increasing Retraction Intention
Budi Agus Purwanto, ST1
Mirza, Dr, MM2
Dudi Permana, Ph.D3
Akhmad Arfan, ST, MM4
Faculty of Economics and Business, University of Mercu Buana, Jakarta, Indonesia
Abstract:- This research aims to determine and analyze interactive ones, such as chatting, video conferencing, and
the effect of perceived ease of use, perceived usefulness, so on. . At present, the online digital world has touched all
perceived price, and e-service quality on e-repurchase aspects of life to simplify and speed up work so that it
intention to the Shopee marketplace application, either becomes effective and efficient (Sumargono, 2011).
directly or indirectly through e-satisfaction. The
population in this research are users of the Shopee Based on data from the Association of Indonesian
marketplace application services located in Jabodetabek. Internet Service Providers or APJII for 2022, it is known
Sampling was carried out using purposive sampling, that the growth of internet users in Indonesia is growing
with the criteria of consumers who are in Jabodetabek quite rapidly where it experiences a significant increase
and have made online shopping transactions at least every year as shown in Figure 1.
twice on the Shopee marketplace application within six
months. The sample size is 171 respondents. The
structural equation model was chosen as the analysis
method. The results of this research showed perceived
usefulness, perceived price and e-service quality have a
positive and significant effect on e-satisfaction, while
perceived ease of use has a positive and insignificant
effect on e-satisfaction. There is a positive and significant
influence between e-satisfaction, perceived ease of use
and perceived price with e-repurchase intention,
perceived usefulness have a positive and insignificant
effect on e-repurchase intention and then e-service
quality does not have a positive and insignificant effect
on e-repurchase intention. Furthermore, e-satisfaction
plays a role in mediating the relationship between Fig 1 Growth of Internet Users in Indonesia
perceived usefulness, perceived price, and e-service Source: APJII Report (2022)
quality on e-repurchase intention.
Based on the graph above, it can be concluded that the
Keywords:- Perceived Ease of use, Perceived Usefulness, growth of internet users in Indonesia increased from 2021 to
Perceived Price, E-Service Quality, E-Repurchase Intention, 2022 by 77.02 percent, meaning that internet use was very
Shopee Marketplace. high during the COVID-19 pandemic both in terms of online
shopping transactions, online teaching and learning
I. INTRODUCTION processes, information search and use of entertainment
(social media). Based on these figures, the effects of this
At the beginning of its development, the internet was pandemic have had a very significant impact on internet
only used for military, academic and certain corporate users in Indonesia. In addition, many business players take
purposes, where the internet was used only for sending advantage of these conditions as online shopping application
electronic mail (e-mail). However, along with the service innovations through marketplaces and digital
development of hardware and software which is very fast payment system service innovations, considering that the
and fast and supported by ADSL (Asymmetric Digital majority of people are at home, so many use online
Subscriber Line) technology, making the internet a primary, shopping and electronic payments.
primary and important need in all fields that can be enjoyed
24-hour internet access with more complete internet services The COVID-19 pandemic has caused major changes in
offered. communicative and pampering consumers in the consumer behavior or what is called Megashift Consumer
sense of internet access. The material delivered via the Behavior (Yuswohady, 2021). Yuswohady further (2021)
internet web is also experiencing very rapid development, explains that changes in consumer behavior that occurred
where the material made is not limited to just text, but can during the pandemic, such as increases in online purchases
also be in the form of images, sound, video, streaming, to
IJISRT23MAY811 www.ijisrt.com 861

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and application usage, are expected to continue even after Meanwhile, based on Priceza's findings in 2022, there
the pandemic ends. This is because the pandemic has are five major cities in Indonesia which are the main sources
increased awareness and trust in online services, as well as of visits (traffic) to various online stores, namely Jakarta,
increased reliance on technology and the convenience of Surabaya, Medan, Bandung and Makassar. For 3 years in a
shopping online. At least the implementation of large-scale row, the composition of city names which are the main
social restrictions (PSBB) has had a significant impact on source of visits has not changed at all. This composition also
community activities where activities that are usually carried ranks almost consistently according to the order and the
out outside the home have turned into activities inside the order of these cities also reflects the ranking in terms of
home (work from home, online teaching and learning population. This shows that internet penetration in big cities
processes and online shopping transactions). This creates a in Indonesia is quite high and evenly distributed so that
new phenomenon in which there is an increase in the need many citizens use the internet to shop online through
for the internet, the use of digital money, and online applications because they are very familiar with technology.
shopping habits.
With the increasing use of the internet during the
Based on data from the Association of Indonesian COVID-19 pandemic, changes in the lifestyle of Indonesian
Internet Service Providers or APJII for 2022, as shown in people have also experienced changes in terms of buying
Figure 2 and Figure 3, internet services that were widely and selling activities. What was originally carried out
used by Indonesians during the COVID-19 pandemic were conventionally, namely buying and selling transactions
(1) video conferencing for business activities, online carried out offline, became buying and selling transactions
teaching and learning processes (e.g. -learning), (2) E- carried out online using the marketplace. Marketplace is an
commerce services (online shopping) to fulfill online buying online buying and selling platform that helps sellers market
and selling transactions and (3) Social Media Services their products, thus providing consumers with a variety of
(Tiktok, YouTube, IG) as entertainment. While the ten products and online shops with only one place to access. In
provinces with high levels of internet usage for online Indonesia itself, there are several marketplaces that are
shopping are (1) DKI Jakarta, (2) Aceh, (3) North already operating, such as the Shopee, Tokopedia, Lazada,
Kalimantan, (4) West Sumatra, (5) Jambi, (6) Bengkulu, (7) Bukalapak and BliBli marketplaces.
Sulawesi South, (8) Central Java, (9) Lampung and (10)
South Sumatra. Based on a survey conducted by Iprice in 2022, where
there is very tight marketplace competition in terms of the
number of visits to the marketplace, the number of
marketplace users and the number of online transactions in
the marketplace. Iprice further (2022) explains that the
Shopee marketplace in Indonesia is the highest marketplace
in terms of the number of visitors and the total number of
online transactions compared to other marketplaces.
This can be seen from the average number of visitors

per month reaching 71.5 million in the first quarter of 2020,
an increase of 129.3 million visitors in the first quarter of
2021 and continuing to increase by 138.7 million visitors in
the fourth quarter of 2021 as shown in Figure 4.
Fig 2 Internet Usage During the COVID-19 Pandemic
Source: APJII Report (2022)
Fig 4 Number of Monthly Marketplace Visitors in Indonesia

Source: Iprice (2022)
Fig 3 10 Provinces with High Internet Usage Rates for
Online Shopping
Source: APJII Report (2022)

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This indicates that the Shopee marketplace application Shopee marketplace application often carries out
is the marketplace that is most in demand and visited by promotional activities in the form of free shipping and
consumers during the pandemic and after the COVID-19 massive discounts on products sold at Shopee.
pandemic
Based on Statista data for 2022 as shown in Figure 7
Besides that, the Shopee marketplace application has where the number of online shopping transactions on the
increased its market share in the number of online shopping Shopee marketplace application has increased from the 1st
transactions (share of orders) by 41 percent in 2021 quarter of 2020 to the 4th quarter of 2021 amounting to 1.6
compared to other online shopping applications, as shown in billion rupiah but in the 1st quarter of 2022 the number of
Figure 5. This indicates that the Shopee marketplace online shopping transactions on Shopee decreased by 100
application is the new online shopping application that is million rupiah. This indicates that the high interest of the
most in demand by the people of Indonesia. Indonesian people in conducting online shopping
transactions using the Shopee platform. In addition, it can
also be concluded that the majority of Shopee service users
are satisfied with online shopping transactions, thus
allowing Shopee service users to make online shopping
transactions more than twice.
Fig 5 Percentage of the Number of Online

Shopping Transactions in 2021
Source: Ipsos (2022)
Based on topbrandaward.com data for 2022, the

Shopee application will rank first in terms of top brand Fig 7 Number of Online Shopping Transactions at Shopee
marketplaces in 2021 and 2022, as shown in Figure 6. from Quarter 1 of 2020 to Quarter 2 of 2022
Source: Statista (2022)
The need for Shopee marketplace management to

increase customer satisfaction in using Shopee services in
order to increase the number of visits and the number of
transactions. This is reinforced by the results of research
which states that online shopping satisfaction has a positive
and significant influence on the intention to return online
shopping transactions (Tandon et al., 2017; Liang et al.,
2018; Risco et al., 2022; Hardiyanto and Firdaus, 2021 ).
This indicates that it is necessary for online shopping

management to conduct a study on the satisfaction of online
shopping services. Given the high competition among
fellow online shopping applications in increasing the
Fig 6 Top Brand Index Marketplace Sites in Indonesia number of users and the number of online shopping
Source: topbrandaward.com (2022) transactions. So researchers need to do research on the
determinants of customer satisfaction in online shopping. In
Based on the data above, the Shopee application in this case, the object of research is the Shopee marketplace
2020 ranked second in the top brand marketplace of 20%, application.
while in 2021 the Shopee marketplace application ranked
first in the top brand marketplace of 41.8% as well as in The researcher conducted a pre-survey in September
2022 the Shopee marketplace application ranked first at 2022 by describing twenty factors that were thought to be
43.3%. . This indicates that Indonesian people prefer to shop determining factors for online shopping satisfaction using
online using the Shopee marketplace application compared the Shopee marketplace application to 30 male and female
to other online shopping applications. Considering that the respondents who usually make online transactions using the

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Shopee marketplace application. The researcher asked Based on the results of pre-survey data processing,
respondents to provide an assessment of twenty factors that there are four main or top factors which are the determining
could influence online shopping satisfaction through the variables (cause) of respondents' satisfaction with using the
Shopee marketplace application. Assessment uses a Likert's Shopee marketplace application in conducting transactions
scale with intervals of 1 to 5 which starts from 1 (strongly or shopping online, namely (1) Ease of use of Shopee
disagree), 2 (disagree), 3 (not in favor), 4 (agree), and 5 marketplace application services (perceived ease of use) ,
(strongly agree). Furthermore, the researcher will process (2) The perceived benefits of using the Shopee marketplace
the pre-survey data by averaging the value of each factor application (perceived usefulness), (3) Online product prices
selected by the respondents. on the Shopee marketplace (perceived price) and (4) Online
service quality from the Shopee marketplace (e-service
quality) as seen in figure 8.
Figure 8 Determining Factors Based on Pre-Survey Results

Source: Results of Pre-Survey Data Processing by Researchers (2022)

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Table 1 Results of Determinants of Online Shopping Satisfaction Using the Shopee Application
S No. Hasil Mapping Jurnal Hasil Pra Survey
(Faktor Penentu Kepuasan Berbelanja Online (Faktor Penentu Kepuasan Berbelanja Online
Menggunakan Aplikasi Shopee) Menggunakan Aplikasi Shopee)
1. Kemudahan Penggunaan (Perceived Ease of Use) Kemudahan Penggunaan Aplikasi
2. Manfaat/Kegunaan (Perceived Usefulness) Manfaat Yang Dirasakan
3. Kepercayaan (Trust) Harga
4. Promosi (Promotion) Kualitas Layanan Online
5. Citra Merek (Brand Image) Kepercayaan Terhadap Aplikasi
6. Kesenangan Dirasakan (Perceived Enjoyment) Iklan dan Promosi
7. Kualitas Produk (Product Quality) Citra Merek
8. Keamanan (Perceived Security) Kesenangan Terhadap Aplikasi
9. Ketersediaan dan Kelayakan Produk
10. Pilihan Produk Luas dan Beragam
11. Kemudahan Fitur Pencarian Produk
12. Jaminan Keamanan Transaksi
13. Orang Terdekat
14. Sudah Terbiasa Belanja Online
15. Perbincangan di Media Sosial (eWOM)
16. Brand Ambassador
17. Rekomendasi Pihak Lain
18. Resiko Belanja Online Kecil
19. Ketersediaan Produk Favorit
20. Kecepatan Respon Komplain
Source: Results of Pre-Survey Data Processing by Researchers (2022)
Based on the mapping results of previous studies Satisfied consumers using online shopping application
related to online shopping satisfaction, it was found that the services will have an impact on the reuse of online shopping
majority of researchers previously examined the application services both in terms of increasing the number
determinants of customer satisfaction, namely service of transactions and increasing the frequency of using online
benefits (perceived usefulness) and perceived ease of use shopping application services again. For this reason,
(Asmarina et al., 2022; Oktarini and Wardana , 2021; researchers need to study the impact of online shopping
Wilson et al., 2021; Dewi et al., 2020; Basyar and Sanaji, service application user satisfaction on the reuse of online
2018; Wiwoho, 2018; Santona et al., 2021; Juniwati and shopping services. This is reinforced by the results of
Sumiyati, 2020; Prasetia, 2022; Tandon and Sah, 2017; previous literature studies which state that satisfied
Kahar et al., 2018; Wilson, 2019; Ferdianto and Hendar, customers using online shopping service applications can
2022; Trivedi and Yadav, 2019; Febriani and Ardani, 2021; increase the reuse of online shopping services and increase
Syaharani and Yasa, 2022; Jatimoyo et al., 2021; Yanico the number of transactions in the application (Kahar et al.,
and Keni, 2021; Ching et al. al., 2021). This indicates that 2018; Wilson, 2019; Ferdianto and Hendar, 2022 ; Liang et
the ease of use of online shopping services and the benefits al., 2018; Risco et al., 2022; Hardiyanto and Firdaus, 2021;
of online services are the main factors that have been Basyar and Sanaji, 2018; Asmarina et al., 2022; Trivedi and
studied by several previous researchers. Yadav, 2019; Juniwati and Sumiyati, 2020; Antwi, 2021;
Febriani and Ardani, 2021; Wilson et al., 2021; Oktarini and
Based on the data in table 1 above, the majority of Wardana, 2021; Wiwoho, 2018; Dewi et al., 2020; Yanico
respondents answered the ease of using the Shopee and Keni, 2021; Hardiyanto and Firdaus, 2021; Jatimoyo et
marketplace application and the perceived benefits of using al., 2021; Prasetia , 2022; Syaharani and Yasa, 2022;
the Shopee marketplace application as a determining factor Kristanto and Firdausy, 2021; Wafiyyah, and Kusumadewi,
for respondents' satisfaction in shopping online through the 2021; Santona et al., 2021; Rita et al. 2019).
use of the Shopee marketplace application. So researchers
need to review these two factors as factors that cause Based on the literature study above and the results of
satisfaction with the Shopee marketplace application the pre-survey, researchers need to conduct an in-depth
service. In addition, the researchers added two other factors study of the customer satisfaction model of the Shopee
from the results of the pre-survey, namely online service marketplace service which has an impact on the reuse of the
quality (e-service quality) and online product prices Shopee marketplace service to make transactions or shop
(perceived price) as factors causing the satisfaction of the online.
Shopee marketplace application service in transacting or
shopping online.

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II. THEORITICAL REVIEW price is one of the most flexible elements of the marketing
mix, meaning it can be changed quickly. Pricing is a way to
 E- commerce differentiate its offering from competitors (Sintya et al.,
E-commerce can provide a sense of security and 2018).
convenience in transactions (Mastisia, 2019). According to
Kotler and Armstrong (2012), E-commerce allows  Concept E-Service Quality
customers to make transactions or shop online 24 hours a According to Wijaya and Astuti (2018) argued that
day from almost every location where consumers are. Kotler service quality is generally defined as the level of service
& Keller (2016) in Amalia (2022), said that consumer provided in accordance with customer expectations. Service
behavior must be understood correctly because, if the quality, both online and offline, is an important marketing
product consumed meets consumer expectations and strategy to provide the best service as a competitive
provides pleasure and satisfaction, it will foster consumer advantage for companies. According to Jaya et al. (2021) in
intention to repurchase (repurchase intention) or interact Puryanto (2021) defines that service quality is something
indirectly. continuously or continuously using a product that service providers must do well. Service quality as
(continuance intention) (Larassita et al., 2019). perceived by consumers, comes from a comparison between
what is offered by a service company, namely expectations
 Technology Continuance Theory (TCT) and with their perceptions of the service provider's
Technology Continuance Theory (TCT) is a new performance.
theory in explaining user behavior towards technology
continuance introduced by Liao, Palvia, and Chen (2009).  Concept E-Satisfaction
This theory integrates three models, namely the Technology Satisfaction is a key factor for consumers in making
Acceptance Model (TAM) (Davis, 1986), Expectation repeat purchases, which is the largest portion of the
Confirmation Model (ECM) (Bhattacherjee, 2001), and company's sales volume (Tubagus, 2018). This means that
Cognitive Model (COG) (Oliver, 1980). consumers who are satisfied with online products tend to
repurchase products and reuse services when the same need
 Concept Perceived Ease of use arises again in the future. Customer satisfaction according to
Starting with the research of Davis et al. (1989), who Kotler (2018: 39) is based on something that is relatively
found that perceived ease of use has a role in influencing felt by the buyer for the performance of the goods/services
user intentions for a particular system to be used. that have been consumed and then compared with the
Furthermore, Davis (1989) defines perceived ease of use as expectations of the buyer for the goods/services. Customer
a perception that refers to the extent to which a user believes satisfaction can be defined as a consumer's perception or
that the use of a technology or system can make it easier for assessment of the company's ability to meet or exceed the
users and free from problems. expectations that consumers have for the company (Wilson
et al., 2019).
According to Wilson (2019) states that perceived ease
of use is a customer's assessment of the amount of effort a  Concept E-Repurchase Intention
customer has to spend in learning and using a new The occurrence of post-purchase consumer satisfaction
technology or system. and dissatisfaction with a product will influence subsequent
behavior. If consumers are satisfied, they will show a higher
 Concept Perceived Usefulness probability of repurchasing the product (Kotler & Keller,
Davis (1989) defines perceived usefulness as "the 2012).
degree to which a person believes that using a particular Online repurchase intention (e-repurchase intention) is
system would enhance his or her job performance". Davis closely related to consumer attitudes towards objects and
(1989) defines perceived benefit as the extent to which a consumer attitudes towards previous behavior (Kristanto
person believes that using a particular system will improve and Firdausy, 2021). According to Chiu et al. in Santona et
his job performance. According to Ferdianto and Hendar al. (2021) an online shopping process with a simple
(2022) the perceived benefits are the core structure of the procedure will increase consumer intention to make a
Technology Acceptance Model. repurchase. The intention to re-transaction in online
shopping is influenced by many factors.
Perceived benefits can be defined as customers'
judgments and perceptions about whether the new system
they use will give them added value compared to the old
system (Wilson, 2019).
 Concept Perceived Price

According to Tjiptono quoted in Rufliansah and Seno
(2020) defining product prices from a marketing point of
view, prices are monetary units or other actions (including
other goods and services) that are exchanged in order to
obtain ownership rights or use of an item or service.
Puryanto (2021) and Rufliansah & Seno (2020) state that

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III. FRAMEWORK  The ninth hypothesis (H9) is that Online Shopping
Satisfaction (E-Satisfaction) has a positive and
significant effect on Intention to Return Online
Shopping Transactions (E-Repurchase Intention) using
the Shopee marketplace application.
 The tenth hypothesis (H10) is Online Shopping
Satisfaction (E-Satisfaction) mediates the relationship
between Perceived ease of use and Intention to Return
Online Shopping Transactions (E-Repurchase Intention)
using the Shopee marketplace application.
 The eleventh hypothesis (H11): Online Shopping
between Perceived usefulness and E-Repurchase
Intention using the Shopee marketplace application.
 The twelfth hypothesis (H12): Online Shopping
between Perceived Price and Intention to Return Online
Shopping Transactions (E-Repurchase Intention) using
the Shopee marketplace application.
 The thirteenth hypothesis (H13): Online Shopping
between Online Service Quality (E-Service Quality)
Fig 9 The Proposed Research Model and Online Shopping Transaction Intention (E-
Source: Data processed by researchers (2022) Repurchase Intention) using the Shopee marketplace
application.
 Based on Figure 9 regarding the research model
proposed above, the research hypothesis is as follows: IV. RESEARCH METHODS
 The first hypothesis (H1) is that Perceived Ease of Use  Research Design
has a positive and significant effect on Online Shopping The type of research used is associative quantitative,
Satisfaction (E-Satisfaction) in the Shopee marketplace. namely research that tests the effect of the independent
 The second hypothesis (H2) is Perceived Usefulness variable on the dependent variable. So the research method
has a positive and significant effect on Online Shopping used is explanatory survey. The variables to be tested are
Satisfaction (E-Satisfaction) in the Shopee marketplace. independent variables including Perceived Ease of Use
 The third hypothesis (H3) is Perceived Price of Online (X1), Perceived Usefulness (X2), Perceived Price of Online
Products (Perceived Price) has a positive and significant Products (X3) and Quality of Online Services (E-Service
effect on Online Shopping Satisfaction (E-Satisfaction) Quality) (X4) while the dependent variable in this study
in the Shopee marketplace. includes Online Shopping Satisfaction (E-Satisfaction) (Y1)
 The fourth hypothesis (H4) is that Online Service and E-Repurchase Intention (Y2).
Quality (E-Service Quality) has a positive and
significant effect on Online Shopping Satisfaction (E-  Population and Sample
Satisfaction) in the Shopee marketplace. The population in this study are users of the Shopee
 The fifth hypothesis (H5) is Perceived Ease of Use has marketplace application service in Jabodetabek. This was
a positive and significant effect on Intention to Return done considering that Jabodetabek is one of the five largest
Online Shopping Transactions (E-Repurchase Intention) cities and has high online shopping capabilities (APJII,
using the Shopee marketplace application. 2022; Priceza, 2022). According to Hair, Anderson, Tatham,
 The sixth hypothesis (H6) is Perceived Usefulness has a & Black (2010) stated that a sample size that is too large
positive and significant effect on Intention to Return will make it difficult to obtain a suitable model, and it is
Online Shopping Transactions (E-Repurchase Intention) recommended that an appropriate sample size be between
using the Shopee marketplace application. 100-200 respondents so that estimation interpretation can be
 The seventh hypothesis (H7) is Perceived Price of used with the Structural Equation Model (SEM). . The
Online Products (Perceived Price) has a positive and number of users of the Shopee marketplace application
significant effect on Intention to Return Online service who have made transactions at least twice is not
Shopping Transactions (E-Repurchase Intention) using known with certainty, so in determining the number of
the Shopee marketplace application. samples the researcher used the Hair et al (2010) formula,
 The eighth hypothesis (H8) is that Online Service namely:
Quality (E-Service Quality) has a positive and
significant effect on Intention to Return Online  n = (Total Number of Indicators x 5)
Shopping Transactions (E-Repurchase Intention) using  So that the total number of samples in this study
the Shopee marketplace application. amounted to:
 n = 33 x 5 = 165 respondents

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Based on the formula Hair et al (2010) above, the  For primary data collection using structured and closed
maximum number of samples in this study was 165 interview techniques using questionnaires distributed
respondents. The sampling method used in this study was online via the Google form to users of the Shopee
non-probability sampling, namely purposive sampling with application service.
the following respondent requirements: (1) Jabodetabek  For secondary data collection, the researcher uses
residents (2) have made online shopping transactions at least literature study techniques obtained both from internet
twice on the shopee application in the last 6 months. media sourced from websites and previous research
journal reports.
 Data Collection Methods
This study uses two types of data, namely:  Descriptive Analysis and Data Analysis Methods
Researchers used descriptive statistical analysis in the
 Primary data obtained from respondents' assessment of form of calculating the average value of each research
research variables namely Perceived Ease of Use, variable. Given the answers to each research variable
Perceived Usefulness, Perceived Price, Online Service question using a Likert scale (ordinal scale) so that the
Quality (E-Service Quality), Online Shopping average rating of each variable is said to be good if it has a
Satisfaction (E-Satisfaction) and Repurchase Intention value above 4. As for the assessment of the characteristics of
on the Shopee marketplace application. the respondents, the researcher used descriptive statistical
 Secondary data in the form of conditions of online analysis of frequency using excel software. Taking into
shopping behavior in Indonesia, the number of users account the limitations of the sample and research time, the
and the number of online shopping transactions in method used in this study uses the Structural Equation
Indonesia and data on top e-commerce brands in Modeling (SEM) Analysis method using the Partial Least
Indonesia. Square (PLS) analysis tool with SmartPLS 3.0 software to
 Data collection techniques used in this study are: process and analyze the results of the data that has been
collected.
V. RESEARCH RESULTS AND DISCUSSION
 Uji Collinierity Statistics
Table 2 Variance Inflation Factor (VIF) Test Results

E-Repurchase E-Satisfaction E-Service Perceived Ease Perceived Perceived
Variabel
Intention Quality of Use Price Usefulness
E-Repurchase
Intention
E-Satisfaction 2,659
E-Service Quality 2,543 2,742
Perceived Ease of
2,227 2,224
Use
Perceived Price 2,602 2,412
Perceived
2,848 2,664
Usefulness
Source: Data processed with SmartPLS, 2023
Based on table 2 above, it can be seen that the overall variance inflation factor (VIF) value for each indicator is <3.3, so it
can be said that the data does not have collinearity problems.
2
 Koefisien Determinasi R-Square (R )
Table 3 Results of r-Square Values

Variabel r-Square r-Square Adjusted
E-Satisfaction 0.727 0.720
E-Repurchase Intention 0.790 0.784
Based on table 3 above, it can be seen that the r-Square value of the E-Satisfaction (M) variable is 0.727 with an Adjusted r-
Square value of 0.720, it can be explained that all independent variables Perceived Ease of Use, Perceived Usefulness, Perceived
Price and E -Service Quality simultaneously influences or can explain the E-Satisfaction variable by 72%. The rest, about 28%
can be explained by other variables outside those studied. Because the Adjusted r-Square is close to the value of 75%, the
influence of all independent variable constructs on E-Satisfaction is strong.

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Meanwhile, the r-Square value of the E-Repurchase Intention (Y) variable is 0.790 with an Adjusted r-Square value of
0.784, it can be explained that the variables Perceived Ease of Use, Perceived Usefulness, Perceived Price, E-Service Quality and
E-Satisfaction simultaneously influencing or being able to explain the E-Repurchase Intention variable of 78.4% while the
remaining 21.6% is explained by other variables outside those studied. Because the Adjusted r-Square is more than 75%, the
influence of all independent variable constructs on E-Repurchase Intention is strong. Thus it can be said that the greater the r-
Square number indicates the greater the independent variable can explain the dependent variable so that the structural equation
model is good.
 Koefisien Determinasi F-Square (f2)
Table 4 Results of f-Square Values

Variabel E-Repurchase Intention Kesimpulan E-Satisfaction Kesimpulan
E-Repurchase Intention
E-Satisfaction 0,595 Tinggi
E-Service Quality 0,022 Rendah 0,292 Tinggi
Perceived Ease of Use 0,030 Rendah 0,002 Rendah
Perceived Price 0,087 Rendah 0,079 Rendah
Perceived Usefulness 0,012 Rendah 0,069 Rendah
Based on table 4 regarding the results of the f-Square (f2) value above, it can be seen that the E-Satisfaction variable for E-
Repurchase Intention produces an f2 value of 0.595, so the effect is relatively high. The E-Service Quality variable on the E-
Satisfaction variable produces an f2 value of 0.292, so the effect is relatively high. The Perceived Ease Of Use variable on the E-
Satisfaction variable produces an f2 value of 0.002, so the effect is relatively low. The Perceived Usefulness variable on the E-
Satisfaction variable produces an f2 value of 0.069, so the effect is relatively low. While the Perceived Price variable on the E-
Satisfaction variable has a value of f2 of 0.079, the effect is classified as moderate.
 Uji Nilai Predictive Relevance (Q-Square)
Table 5 Cross-Validated Redundancy Test Results

Variable SSO SSE Q² (=1-SSE/SSO)
E-Satisfaction 1539.000 765.454 0.503
E-Repurchase Intention 513.000 168.283 0.672
E-Service Quality 2052.000 2052.000
Perceievd Ease of Use 513.000 513.000
Perceived Price 513.000 513.000
Perceived Usefullness 513.000 513.000
2
Based on table 5 regarding the results of the Cross-validated Redundancy Test it can be explained that the value Q of 0.503
and 0.662. Because the value is greater than 0, the model has predictive relevance.
 Uji Model Fit
Table 6 Results of the Fit Model Test

Saturated Model Estimated Model
SRMR 0.066 0.066
d_ULS 2.420 2.420
d_G 1.444 1.444
Chi-Square 1281.867 1281.867
NFI 0.768 0.768
Based on table 6 above, it can be seen that the SRMR (Standardized Root Mean Square Residual) value of 0.066 is less than
0.09 so that the model is appropriate or meets the fit model criteria. Meanwhile, the NFI value of 0.768 is greater than 0.5 so that
it can be said that the model meets the criteria for the Fit model.

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 Estimate for Path Coefficients
Table 7 Path Coefficients Analysis Results

Original Sample Standard
T Statistics P
Variabel Sample Mean Deviation Ketera
(|O/STDEV|) Values Hasil
(O) (M) (STDEV) ngan
Direct Effect atau Pengaruh Langsung
Tidak
Ditol
Perceived Ease of Use -> E-Satisfaction 0.032 0.034 0.065 0.493 0,622 Signifik
ak
an
Signifik Diter
Perceived Usefulness -> E-Satisfaction 0.224 0.225 0.077 2.924 0,004
an ima
Signifik Diter
Perceived Price -> E-Satisfaction 0.228 0.230 0.073 3.111 0,002
an ima
Signifik Diter
E-Service Quality -> E-Satisfaction 0.468 0.466 0.092 5.098 0,000
an ima
Perceived Ease of Use -> E-Repurchase Signifik Diter
0.118 0.115 0.058 2.058 0,040
Intention an ima
Tidak
Perceived Usefulness -> E-Repurchase Ditol
0.084 0.081 0.073 1.153 0,249 Signifik
Intention ak
an
Perceived Price -> E-Repurchase Signifik Diter
0.217 0.212 0.052 4.148 0,000
Intention an ima
Tidak
E-Service Quality -> E-Repurchase Ditol
-0.128 -0.117 0.079 1.626 0,105 Signifik
Intention ak
an
E-Satisfaction -> E-Repurchase Signifik Diter
0.676 0.674 0.082 8.269 0,000
Intention an ima
Indirect Effect atau Pengaruh Tidak Langsung
Tidak
Perceived Ease of Use -> E-Satisfaction Ditol
0.022 0.024 0.045 0.484 0.629 Memedi
-> E-Repurchase Intention ak
asi
Perceived Usefulness -> E-Satisfaction Signifik Diter
0.151 0.152 0.057 2.638 0.009
-> E-Repurchase Intention an ima
Perceived Price -> E-Satisfaction -> E- Signifik Diter
0.154 0.157 0.056 2.725 0.007
Repurchase Intention an ima
E-Service Quality -> E-Satisfaction -> Signifik Diter
0.316 0.311 0.060 5.282 0.000
E-Repurchase Intention an ima
Sumber: Data diolah dengan SmartPLS, 2023
Based on table 7 above, it can be seen that the path coefficient values that can be seen in the original sample column have a
range from -0.128 to 0.676. Thus it can be concluded that there is one path that has a negative relationship because it has a value
away from +1 and there are eight paths that have a positive relationship because it has a value close to +1.
Based on table 7 above, it also illustrates the value of the results of hypothesis testing which is done by looking at the path
coefficients based on the significance value of the t-statistic and the value of the t-statistic, so it can be described as in Figure 10
below.

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Fig 10 Influence Test Model
 Based on the results of statistical calculations in table 7  The third hypothesis (H3) is Perceived Price of Online
above, the following conclusions can be drawn: Products (Perceived Price) has a positive and significant
effect on Online Shopping Satisfaction (E-Satisfaction).
 The first hypothesis (H1) is that Perceived Ease of Use Based on table 7, the variable Perceived Price of Online
has a positive and significant effect on Online Shopping Products (Perceived Price) has a positive and significant
Satisfaction (E-Satisfaction). Based on table 7, the effect on Online Shopping Satisfaction (E-Satisfaction)
variable Perceived Ease of Use has a positive and as seen from the original sample of 0.228, a P value of
insignificant effect on Online Shopping Satisfaction (E- 0.002 <0.05, and a T statistic of 3.111 > 1.96. So, it can
Satisfaction) as seen from the original sample of 0.032, be concluded that the third hypothesis is accepted.
a P value of 0.622 > 0.05, and a T statistic of 0.493  The fourth hypothesis (H4) is that Online Service
<1.96 . So, it can be concluded that the first hypothesis Quality (E-Service Quality) has a positive and
is rejected. significant effect on Online Shopping Satisfaction (E-
 The second hypothesis (H2) is Perceived Usefulness Satisfaction). Based on table 7, the variable Online
has a positive and significant effect on Online Shopping Service Quality (E-Service Quality) has a positive and
Satisfaction (E-Satisfaction). Based on table 7, the significant effect on Online Shopping Satisfaction (E-
variable Perceived Usefulness has a positive and Satisfaction) as seen from the original sample of 0.468,
significant effect on Online Shopping Satisfaction (E- a P value of 0.000 <0.05, and a T statistic of 5.098 >
Satisfaction) as seen from the original sample of 0.224, 1.96. So, it can be concluded that the fourth hypothesis
a P value of 0.004 <0.05, and a T statistic of 2.924 > is accepted.
1.96. So, it can be concluded that the second hypothesis
is accepted.

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 The fifth hypothesis (H5) is Perceived Ease of Use as seen from the original sample of 0.022, P value of
(Perceived Ease of Use) has a positive and significant 0.629 > 0.05, and the T statistic is 0.484 < 1.96. So, it
effect on Intention to Return Online Shopping can be concluded that the tenth hypothesis is rejected.
Transactions (E-Repurchase Intention). Based on table  The eleventh hypothesis (H11) is Online Shopping
7, the variable Perceived Ease of Use has a positive and Satisfaction (E-Satisfaction) mediates the relationship
significant effect on Intention to Return Online between Perceived Usefulness and Intention to Return
Shopping Transactions (E-Repurchase Intention) as Online Shopping Transactions (E-Repurchase
seen from the original sample of 0.118, P value of 0.040 Intention). Based on table 7, the variable Online
<0.05, and T statistic of 2.058 > 1.96. So, it can be Shopping Satisfaction (E-Satisfaction) mediates
concluded that the fifth hypothesis is accepted. between Perceived Usefulness and Intention to Return
 The sixth hypothesis (H6) is Perceived Usefulness has a Online Shopping Transactions (E-Repurchase Intention)
positive and significant effect on Intention to Return as seen from the original sample of 0.151, a P value of
Online Shopping Transactions (E-Repurchase 0.009 <0.05, and The T statistic is 2.638 > 1.96. So, it
Intention). Based on table 7, the variable Perceived can be concluded that the eleventh hypothesis is
Usefulness has a positive and not significant effect on accepted.
Intention of Online Shopping Transactions Again (E-  The twelfth hypothesis (H12) is Online Shopping
Repurchase Intention) as seen from the original sample Satisfaction (E-Satisfaction) mediates the relationship
of 0.084, P value of 0.249 > 0.05, and T statistic of between Perceived Price and Intention to Return Online
1.153 < 1.96. So, it can be concluded that the sixth Shopping Transactions (E-Repurchase Intention). Based
hypothesis is rejected. on table 7, the variable Online Shopping Satisfaction
 The seventh hypothesis (H7) is Perceived Price of (E-Satisfaction) mediates between Perceived Price of
Online Products (Perceived Price) has a positive and Online Products (Perceived Price) and Intention to
significant effect on Intention to Return Online Return Online Shopping Transactions (E-Repurchase
Shopping Transactions (E-Repurchase Intention). Based Intention) as seen from the original sample of 0.154, P
on table 7, the variable Perceived Price of Online value of 0.007 <0.05, and T statistics of 2.725 > 1.96.
Products (Perceived Price) has a positive and significant So, it can be concluded that the twelfth hypothesis is
effect on Intention to Return Online Shopping accepted.
Transactions (E-Repurchase Intention) as seen from the  The thirteenth hypothesis (H13) is Online Shopping
original sample of 0.217, a P value of 0.000 <0.05, and Satisfaction (E-Satisfaction) mediates the relationship
a T statistic of 4.148 > 1.96. So, it can be concluded that between Online Service Quality (E-Service Quality)
the seventh hypothesis is accepted. and Intention to Return Online Shopping Transactions
 The eighth hypothesis (H8) is that Online Service (E-Repurchase Intention). Based on table 7, the variable
Quality (E-Service Quality) has a positive and Online Shopping Satisfaction (E-Satisfaction) mediates
significant effect on Intention to Return Online between Online Service Quality (E-Service Quality)
Shopping Transactions (E-Repurchase Intention). Based and Intention to Return Online Shopping Transactions
on table 7, the variable Online Service Quality (E- (E-Repurchase Intention) as seen from the original
Service Quality) has a negative and not significant sample of 0.316, P value of 0.000 <0.05 , and the T
effect on Intention to Return Online Shopping statistic is 5.282 > 1.96. So, it can be concluded that the
Transactions (E-Repurchase Intention) as seen from the thirteenth hypothesis is accepted.
original sample of -0.128, P value of 0.105 > 0.05, and
T statistic of 1.626 < 1.96. So, it can be concluded that VI. CONCLUSION
the eighth hypothesis is rejected.
 The ninth hypothesis (H9) is Online Shopping Based on the introduction, the discussion in the
Satisfaction (E-Satisfaction) has a positive and previous chapter and the results of the analysis of the
significant effect on Intention to Return Online discussion regarding "Online Shopping Satisfaction Model
Shopping Transactions (E-Repurchase Intention). Based Analysis Which Impacts Increasing Re-Transaction
on table 7, the variable Online Shopping Satisfaction Intentions", the authors draw the following research
(E-Satisfaction) has a positive and significant effect on conclusions:
Intention to Return Online Shopping Transactions (E-
Repurchase Intention) as seen from the original sample  This study found that perceived ease of use has a
of 0.676, P value of 0.000 <0.05, and T statistic of positive and insignificant effect on online shopping
8.269 > 1.96. So, it can be concluded that the ninth satisfaction (e-satisfaction).
hypothesis is accepted.  This study proves that perceived usefulness has a
 The tenth hypothesis (H10) is Online Shopping positive and significant effect on online shopping
Satisfaction (E-Satisfaction) mediates the relationship satisfaction (e-satisfaction).
between Perceived Ease of Use and Intention to Return  This study proves that perceived price has a positive
Online Shopping Transactions (E-Repurchase and significant effect on online shopping satisfaction (e-
Intention). Based on table 7, the variable Online satisfaction).
Shopping Satisfaction (E-Satisfaction) does not mediate  This study proves that online service quality (e-service
between Perceived Ease of Use and Intention to Return quality) has a positive and significant effect on online
Online Shopping Transactions (E-Repurchase Intention) shopping satisfaction (e-satisfaction).

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 This study proves that perceived ease of use has a by continuing to consistently provide attractive and
positive and significant effect on the intention to return more discounts and promos to its customers
online shopping transactions (e-repurchase intention). periodically or in the context of certain events, such as
 This study found that perceived usefulness had a Hari Raya or other special days, ensuring the price
positive and insignificant effect on the intention to offered is comparable to the quality of the products and
return online shopping transactions (e-repurchase services provided. given, providing flexible payment
intention). options, such as installments or payments via e-wallet,
 This study proves that perceived price has a positive to help reduce the customer's financial burden and
and significant effect on the intention to return online establish good cooperation with suppliers and maintain
shopping transactions (e-repurchase intention). the efficiency of Shopee's operational costs.
 This study found that online service quality (e-service  The Shopee marketplace company must focus on
quality) had a negative and insignificant effect on the developing features and services that can provide
intention to return online shopping transactions (e- additional benefits that customers feel. This can be
repurchase intention). achieved by developing features such as the "chat to
 This study proves that online shopping satisfaction (e- buy" or "instant checkout" features which can improve
satisfaction) has a positive and significant effect on the the ease of shopping and customer experience, maintain
intention to return online shopping transactions (e- the quality of products and services provided meet or
repurchase intention). even exceed customer expectations, provide education
 This study found that online shopping satisfaction (e- to customers about features and services. available, so
satisfaction) did not mediate between perceived ease of that customers can maximize the benefits they get from
use (perceived ease of use) and the intention to return using the platform, conduct surveys and market
online shopping transactions (e-repurchase intention). research regularly to understand customer needs and
 This study proves that online shopping satisfaction (e- wants, so that companies can continuously update their
satisfaction) mediates between Perceived Usefulness of features and services according to customer needs and
online shopping transaction intentions (e-repurchase develop loyalty programs that provide additional
intention). benefits to customers who frequently shop on the
platform so as to increase repeat transaction intentions
 This study proves that online shopping satisfaction (e-
satisfaction) mediates between Perceived Price of and strengthen the relationship between the company
and the customer.
Online Products (Perceived Price) on the intention to
return online shopping transactions (e-repurchase  The Shopee marketplace company must optimize the
intention). Shopee application platform so that it is easy to use.
 This study proves that online shopping satisfaction (e- This can be achieved by adopting the latest technology
and features that make it easier for customers to search
satisfaction) mediates between online service quality (e-
service quality) and online shopping transaction for products, evaluate products, and interact with sellers
intentions (e-repurchase intention). or other customers, has an attractive and intuitive
appearance, can run smoothly on various devices and
 Based on the research conclusions above, the authors
platforms, such as smartphones, tablets, and laptops ,
take an important value, namely that the variables
provide sufficient training and support to customers,
Perceived Ease of Use, Perceived Usefulness, Perceived
especially for those who are new to using the Shopee
Price and E-Service Quality are important factors that
application to better understand how to use the
positively influence customer satisfaction when
application and maximize their experience in shopping
shopping online which can have an impact on customer
online and continue to monitor and evaluate the
intentions to transact again.
customer experience in using the Shopee application, so
that they can identify problems or obstacles that may be
SUGGESTION
encountered customer and take action to correct it.
Based on the results of the research conducted, the
ACADEMIC ADVICE
researcher has several practical suggestions for maintaining
and increasing customer satisfaction and encouraging repeat
Based on the results of the research conducted, the
transaction intentions as follows:
researcher has several academic suggestions for research on
similar topics as follows:
 The Shopee marketplace company must ensure that the
quality of online services provided meets or even
 In future research, it is suggested to expand the research
exceeds customer expectations. This can be achieved by
area or take a different research area with different
ensuring fast product delivery, easy website navigation,
characteristics of the respondents so that the research
smooth transaction processes and satisfying customer
sample is more accurate and can capture consumer
service by providing the right solutions, responsive and
perceptions in a comprehensive and in-depth manner.
responsive to customer problems or every customer
transaction.  In future research, it is recommended to conduct further
research to understand more deeply the variables with
 The Shopee marketplace company must offer
negative results because these variables can still be
competitive and fair prices so that customers are
developed in the future.
satisfied with the price they pay. This can be achieved

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Analysis of An Online Shopping Satisfaction Model That Impact On Increasing Retraction Intention

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Volume 8, Issue 5, May – 2023 International Journal of Innovative Science and Research Technology

Analysis of an Online Shopping Satisfaction Model

IJISRT23MAY811 www.ijisrt.com 861

This can be seen from the average number of visitors

Fig 4 Number of Monthly Marketplace Visitors in Indonesia

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Fig 5 Percentage of the Number of Online

Based on topbrandaward.com data for 2022, the

The need for Shopee marketplace management to

This indicates that it is necessary for online shopping

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Figure 8 Determining Factors Based on Pre-Survey Results

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 Concept Perceived Price

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V. RESEARCH RESULTS AND DISCUSSION

 Uji Collinierity Statistics

Table 2 Variance Inflation Factor (VIF) Test Results

Table 3 Results of r-Square Values

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 Koefisien Determinasi F-Square (f2)

Table 4 Results of f-Square Values

 Uji Nilai Predictive Relevance (Q-Square)

Table 5 Cross-Validated Redundancy Test Results

 Uji Model Fit

Table 6 Results of the Fit Model Test

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Table 7 Path Coefficients Analysis Results

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Fig 10 Influence Test Model

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