The
Influence of Website Design Quality, Perceived Value, And Satisfaction As A Mediator On Repurchase Intentions: A Case Study Of
Tokopedia
Angel Mardenia
Giovanni1, Innocentius Bernarto2
Universitas Pelita Harapan
|
INFO
ARTIKEL |
ABSTRAK |
|
Kata Kunci: Ekonomi global,
E-commerce, Kualitas desain situs web, Niat pembelian kembali, E-satisfaction Keywords: |
Indonesia
diperkirakan akan muncul sebagai ekonomi global terkemuka di
masa depan, memposisikannya sebagai
target yang menarik bagi banyak perusahaan e-commerce.
Hal ini menyebabkan lingkungan pasar yang sangat kompetitif,
memaksa para pelaku industri untuk fokus pada mempertahankan loyalitas konsumen. Dampak kualitas desain situs web dan nilai yang dirasakan pada niat pembelian kembali, dengan E-kepuasan bertindak sebagai faktor mediasi, merupakan bidang studi utama dalam sektor e-commerce. Penelitian ini
menggunakan pendekatan studi
kausal, yang melibatkan
250 responden yang merupakan
konsumen Tokopedia, suatu
platform e-commerce terbesarkan di Indonesia. Temuan ini mengungkapkan
bahwa kualitas desain situs web, nilai yang dirasakan, dan E-satisfaction berefek
nyata dan positif untuk niat pembelian ulang. ABSTRACT Indonesia is anticipated to emerge
as the leading global economy in the future, positioning it as an attractive
target for numerous e-commerce companies. This has led to a highly
competitive market environment, compelling industry players to focus on sustaining
consumer loyalty. Studying how e-satisfaction mediates the relationship
between perceived value, website design quality, and repurchase intention is
a hot subject in the field of online retail. This examination employed a
causal study technique and surveyed 250 customers of Tokopedia, one of the
largest e-commerce sites in Indonesia. Perceived value, e-satisfaction, and
website design perfection have a substantially positive effect on repurchase
intention, according to the examination. |
|
Global
economy, E-commerce, Website design quality, Repurchase intent,
E-satisfaction |
There is a lot of
room for expansion in the Asian e-commerce business in Indonesia. The total
number of internet users in ASEAN hit 460 million in 2022, up 100 million over
the previous three years. Because of its explosive expansion, Indonesia has
become a prime target for e-commerce companies. Within Southeast Asia, Shopee
and Lazada have established strong dominance across six different countries (Rizal, 2019).
Internet
penetration in Indonesia continues to show a positive trend, rising from 77.0%
in 2023 to 79.5% in 2024 (Kemp, 2023). This growth aligns with the broader digital economy of
ASEAN, which is projected to reach USD 1 trillion by 2030 (Yulin & Bernarto, 2024). Tokopedia founded in 2009,
initially held a dominant market share in Indonesia. However, since the fourth
quarter of 2019, Shopee has taken the lead in terms of visits, moving Tokopedia
to second place. Shopee's success in Indonesia's e-commerce market since 2019
has been driven by key factors such as increased internet access, widespread
smartphone use, intense market competition, and government support.
With 64.9% of its
users being between the ages of 22 and 31, Tokopedia is especially well-liked
among millennials and Gen Z. However, although Shopee may appeal to a wider
range of people, there is a lack of information on its user base. Psychographic
data shows that Tokopedia has a strong appeal among young women, with 50.4% of
surveyed respondents expressing their preference for the platform. Although
Shopee likely attracts a different demographic profile, specific insights are
lacking. When customers choose to move from one online marketplace to another,
there are a number of important considerations. Product selection, reliability,
security, price, discounts, social media integration, service, and shipping
choices are all part of this. If e-commerce platforms want to draw in and keep
people, they need to know these things (Globe, 2022).
Shopee continues
to dominate in 2023, with 165.8 million monthly visitors, surpassing Tokopedia,
according to the latest statistics (Aditya, 2023). Evidently, this demonstrates that, over the last four
years, Shopee has successfully maintained its position as the top e-commerce
platform in Indonesia. This situation suggests that Tokopedia, despite being a
local platform, faces challenges in regaining its top position in the market.
Customer retention
and conversion rate optimization are of utmost importance in today's cutthroat
business climate (Correa et al., 2021). Marketing should primarily
aim at improving the likelihood that consumers would make repeat purchases
rather than new customer acquisition, as the former has a far lower cost. The
term "repeat purchase intention" describes customer actions that
indicate satisfaction with a product and a desire to buy it again (Restuputra et al., 2020).
To what extent
consumers are happy with a service determines whether they will use it again or
look for an alternative (Purba & Paramita, 2021). It is more suitable to use
the idea of electronic satisfaction (e-satisfaction) in the e-commerce business
(Rangaswamy et al., 2021). The term
"e-satisfaction" describes how well a service lives up to its
promised features and benefits. Customer satisfaction is positively correlated
with an online service's ability to meet or surpass expectations, according to examination.
Such cases will not occur (Correa et al., 2021). According to studies done
by (Bernarto et al., 2019) and (Lin et al., 2022), customer satisfaction has a major role in determining the
likelihood of individuals making repeat purchases.
Websites are the
main conduits via which online shoppers find and purchase goods. According to (Guo et al., 2023), e-commerce websites rely heavily on effective website
design, which encompasses aesthetics, visual components, navigation, and
information display. When it comes to websites, visual design is all about
making sure the pictures, colors, forms, and patterns are consistent and
appealing. (Afrelia et al., 2020) notes that well-designed
navigation allows consumers to easily travel between various areas of a
website. (Priscillia & Budiono, 2020) state that information
design is concerned with the correct and organized presentation of service and
product offers. All things considered, these three aspects influence the
structure, content, and functioning of a website, which in turn affects the user
experience.
According to (Wibowo & Wahid, 2019), a well-designed website
should have an attractive layout, be easy to use, and accomplish its stated
goals. (Priscillia et al., 2021), (Saoula et al., 2023), and (Iskandar & Bernarto, 2021) all found that a website's
design quality greatly affects the likelihood that a customer would make a
repeat purchase. Similarly, studies conducted by (Tatang & Mudiantono, 2017), (Guo et al., 2023), and (Bernarto et al., 2019) show that satisfaction is
greatly impacted by the quality of the website's design. �
Perceived
advantages experienced by consumers while buying may influence repurchase
intentions, in addition to website design. The term "perceived value"
refers to how customers rate the worth of a product after weighing the benefits
against the costs (Correa et al., 2021). Value is seen differently
by different people in different situations. The value that a product or
service has in the eyes of an individual customer is directly proportional to
how well they comprehend it (Lin et al., 2022). (Iskandar & Bernarto, 2021), (Xu et al., 2022), and (Zang et al., 2022) all came to the same conclusion: the perceived value has a
major bearing on the propensity to repurchase. This examination seeks to
investigate the relationship between e-satisfaction, website design quality,
perceived value, and repurchase intention.
This examination employs a causal study
technique, a subfield of quantitative examination that seeks to identify the
factors that contribute to the existence of a link between two variables.
Participants in the examination are residents of the Jabodetabek
region of Indonesia who have made purchases on the online marketplace
Tokopedia. This examination drew from a pool of 250 respondents. To select the
samples, a non-probability sampling method was used, meaning not all
individuals in the population had the same chance of being chosen (Sahir, 2021). Specifically, convenience
sampling was employed, which involves selecting individuals who are nearby and
easy to reach based on the criteria of having shopped at Tokopedia in Jabodetabek.
This examination's data came from a
combination of primary and secondary resources. Online surveys were used to
disseminate questionnaires, which were used to gather primary data. The
method's ability to swiftly reach a huge number of customers was a deciding
factor, particularly in an urban region like Jabodetabek.
Another method that works well with convenience sampling is conducting surveys
online. This way, examinationers may reach out to
Tokopedia users who are both accessible and ready to take part. Online surveys
are the most probable option considering the digital world and the nature of
the target demographic. It is not expressly indicated whether face-to-face
methods were also utilized.
The surveys themselves were the main source
of data, but additional papers that provide theoretical and contextual backing
for the examination were culled from secondary sources, such as publications
and scholarly journals.
The examination used Structural Equation
Modeling-Partial Least Squares (SEM-PLS) for its analysis, which allowed for a
comprehensive look at the interrelationships of the variables and provided
light on the associations' causal links. In order to ensure the validity and
trustworthiness of the data, we checked for multicollinearity and ran
R-squared, F-squared, and hypothesis tests. Lastly, a comprehensive report was
prepared outlining the examination's methodology, analysis, findings, and
implications.
Research Model
Website
Design Quality Perceived
Value E-Satisfaction Repurchase
Intention
RESULTS
AND DISCUSSION
In
this examination, the gender distribution showed that male participants
slightly outnumbered females, with men comprising 53.2% (133 individuals) and
women making up 46.8% (117 individuals) of the sample. The age demographics
were distributed across different generations, with Generation Z representing
the largest group at 23.2% (58 participants), followed by Generation X at 22%
(55 participants). The Millennial cohort constituted 20% (50 participants),
while the Alpha generation made up 18% (45 participants) of the total sample.
Regarding educational background, diploma holders formed the largest group with
28.8% (72 participants), while those with bachelor's degrees represented 26%
(65 participants) of the sample. Looking at occupational distribution,
government sector employees made up the largest portion at 25.6% (64
participants), followed by students at 22.8% (57 participants), and
entrepreneurs at 22.4% (56 participants). The analysis reveals that the typical
respondent profile was a Generation Z male with a diploma-level education.
Table 1. Respondents
Profile
|
Criteria |
Frequency |
Percentage |
|
|
Gender |
Male |
133 |
53.2% |
|
Age |
≤ 15 Year |
45 |
18% |
|
Education |
Junior and Senior
School |
57 |
22.8% |
|
Job |
Student |
57 |
22.8% |
|
Monthly outlays on
activity-related products, not including necessities like food and drink.
payment plans, transportation |
Under 200.000 |
51 |
20.4% |
In
this examination, we look at the relationship between consumers' intents to buy
from us again and factors like perceived value, e-trust, and e-satisfaction as
they pertain to website design. Using SmartPLS
version 4.0, the SEM-PLS approach was used to the data analysis. Two models,
the outer and the inner, made up the SEM-PLS method. Constructing a research
model around the hypotheses that would be examined was the first stage in this
procedure. The following outcomes were obtained from the testing of convergent
validity in the outer model phase:
Table 2. Validity
Convergent
|
Code |
Indicator |
Outer Loading |
|
RI.01 |
Setelah berbelanja
di Tokopedia, saya akan memilih platform e-commerce Tokopedia lagi ketika saya akan berbelanja online |
0.860 |
|
RI.02 |
Saya pasti
akan menggunakan situs e-commerce Tokopedia lagi setelah pengalaman positif saya berbelanja di sana. |
0.883 |
|
RI.03 |
Saya cenderung
melakukan niat pembelian ulang pada platform e-commerce Tokopedia |
0.853 |
|
RI.04 |
Saya sering
mendapatkan penawaran menarik di platform e-commerce Tokopedia yang membuat saya berniat untuk berbelanja lagi
di platform tersebut |
0.852 |
|
RI.05 |
Saya memiliki
kemungkinan untuk terus berbelanja di platform e-commerce Tokopedia di masa yang akan datang |
0.839 |
|
RI.06 |
Saya berniat
melakukan pembelian ulang
pada platform e-commerce Tokopedia sebagai platform
utama saya untuk belanja
online |
0.867 |
|
WDQ.01 |
Semua fitur
situs web dan aplikasi Tokopedia berfungsi penuh. |
0.865 |
|
WDQ.02 |
Tokopedia mudah
digunakan dan dinavigasi. |
0.853 |
|
WDQ.03 |
Saat berbelanja
di Tokopedia, tata letak situs web atau aplikasi memudahkan untuk memahami cara menggunakannya. |
0.842 |
|
WDQ.04 |
Tokopedia menyajikan
informasi produk secara lengkap informasi tersebut disusun dengan baik |
0.838 |
|
WDQ.05 |
Desain aplikasi/situs
web Tokopedia tampak
dirancang secara profesional |
0.819 |
|
WDQ.06 |
Informasi yang disajikan terorganisir dengan baik |
0.859 |
|
PV.01 |
Saya bisa mendapatkan produk berkualitas dengan harga yang bagus di Tokopedia |
0.852 |
|
PV.02 |
Belanja di Tokopedia sangat terjangkau |
0.839 |
|
PV.03 |
Tokopedia menyediakan
kualitas belanja yang memuaskan |
0.864 |
|
PV.04 |
Kualitas terjamin dan konsisten saat berbelanja di Tokopedia. |
0.861 |
|
PV.05 |
Tokopedia adalah
tempat yang tepat bagi saya untuk berbelanja secara ekonomis. |
0.834 |
|
PV.06 |
Standar kualitas
Tokopedia bagus. |
0.841 |
|
ST.01 |
Tokopedia adalah
pasar online yang luar biasa,
dan saya senang berbelanja di sana. |
0.872 |
|
ST.02 |
Dari sudut
pandang saya, platform
e-commerce Tokopedia memberikan pengalaman
berbelanja yang menyenangkan. |
0.850 |
|
ST.03 |
Dari situs Tokopedia, saya mendapatkan pengalaman berbelanja yang luar biasa. |
0.852 |
|
ST.04 |
Setiap kali saya menggunakan situs e-commerce Tokopedia, saya biasanya merasakan kebahagiaan yang luar biasa. |
0.864 |
|
ST.05 |
Saya mendapatkan
rekomendasi bahwa
platform e-commerce Tokopedia merupakan pilihan yang tepat untuk berbelanja |
0.873 |
|
ST.06 |
Saya merasa
cukup gembira saat berbelanja di platform
e-commerce Tokopedia |
0.840 |
Based
on Table 2, it is evident that all variables meet the criteria for convergent
validity, as indicated by both factor loading and AVE values. Each indicator's
factor loading exceeds the minimum threshold of 0.7, while the AVE values for
each variable surpass the minimum requirement of 0.5. Consequently, Both the
examination data and the model are valid in a convergent sense, it follows.
Examining the HTMT ratio allowed us to analyze the discriminant validity of
this investigation. HTMT calculates the ratio of trait-to-trait correlations to
the correlations within each trait. When the table values go below 0.90,
discriminant validity is considered to be established. The HTMT test outcomes
for this examination are presented below.
Table 3. Validity
Discriminant
|
Variable |
PV |
RI |
ST |
WDQ |
|
Perceived
Value |
|
|
|
|
|
Repurchase
Intention |
0.849 |
|
|
|
|
E-Satisfaction |
0.777 |
0.795 |
|
|
|
Website
Design Quality |
0.831 |
0.830 |
0.801 |
|
To
determine reliability, we look at Cronbach's alpha and Composite Reliability.
With a Composite Reliability of 0.700 and Cronbach's alpha over 0.600, all of
the variables are reliable. As a result, we may say that all of the
examination's variables are reliable. It is clear that all latent variables
have values more than 0.70 based on the composite reliability values shown in
Table 4 above. Specifically, the values for Perceived Value (0.924), Repurchase
Intention (0.930), E-Satisfaction (0.930), and Website Design Quality (0.921)
indicate that these variables are reliable and trustworthy. Therefore, it may
be inferred that all the latent variables demonstrate a high level of
reliability.
Table 4. Realibility Test
|
Variable |
Cronbach�s alpha |
Composite realibility |
|
Perceived
Value |
0.922 |
0.924 |
|
Repurchase
Intention |
0.929 |
0.930 |
|
E-Satisfaction |
0.929 |
0.930 |
|
Website
Design Quality |
0.920 |
0.921 |
The
following test aims to determine whether multicollinearity is present in the examination
model. An ideal model should be free of multicollinearity. In this examination,
multicollinearity in the regression model is identified by examining the
Variance Inflation Factor (VIF) value (Kadir & Pd, 2015).
Table 5. VIF Test
|
Variable |
PV |
RI |
ST |
WDQ |
|
Perceived
Value |
|
|
2.434 |
|
|
Repurchase
Intention |
|
|
|
|
|
E-Satisfaction |
|
1.000 |
|
|
|
Website
Design Quality |
|
|
2.434 |
|
All of
the examination's variables had Variance Inflation Factor (VIF) values below
the suggested cutoff of 5.00. This means that there are no problems with
multicollinearity and that the model's variables are suitable. One of the first
steps in doing a PLS model evaluation is to get the R-Square value of each
dependent latent variable. By using SmartPLS, the
Goodness-of-Fit test may be calculated from the R-Square estimate. If the
R-squared value is little, it means that the dependent variable is not very variable,
and if it's near to one, it means that the independent variables provide all
the information needed to forecast the dependent variable (Kadir & Pd, 2015).
Table 6. R Square Test
|
Variable |
R-Square |
|
Repurchase
Intention |
0.548 |
|
E-Satisfaction |
0.605 |
Two variables�repurchase
intention and e-satisfaction�are affected by external influences in this
examination. According to Table 6, the R-Square value for Repurchase Intention
is 0.548. This means that other external variables account for 45.2% of the
variation in this variable, while website design quality and perceived value
account for 54.8%. Website design quality, perceived value, and e-satisfaction
account for 60.5% of the variance in e-satisfaction, according to the R-Square
value of 0.605; other external variables account for the remaining 39.5%.
After
conducting the coefficient of determination test and multicollinearity test, a
significance test, or T-test, is performed to either accept or reject the
hypothesis and to assess the direct or indirect influence of each variable. The
T-test criterion uses a threshold value of 1.65 with a 0.05 significance level
on a one-tailed t-table. If the t-statistic value exceeds the t-table value of
1.65, the hypothesis is accepted. Conversely, if the t-statistic is less than
the t-table value of 1.65, the hypothesis is rejected.
Table 7. Hypothesis Test
|
Hypothesis |
Standardized Path Coeffient |
T statistics |
P values |
Conclusion |
|
H1: Website Design Quality >
Repurchase Intention |
0.337 |
4.719 |
0.000 |
Supported |
|
H2: Perceived Value > Repurchase
Intention |
0.277 |
3.800 |
0.000 |
Supported |
|
H3: E-Satisfaction > Repurchase
Intention |
0.741 |
12.699 |
0.000 |
Supported |
|
H3a: Website Design Quality >
E-Satisfaction > Repurchase Intention |
0.337 |
4.719 |
0.000 |
Supported |
|
H3b: Perceived Value >
E-Satisfaction > Repurchase Intention |
0.277 |
3.800 |
0.000 |
Supported |
|
H4: Website Design Quality >
E-Satisfaction |
0.455 |
5.559 |
0.000 |
Supported |
|
H5: Perceived Value >
E-Satisfaction |
0.374 |
4.421 |
0.000 |
Supported |
With
e-satisfaction mediating the relationship between website design quality,
perceived value, and repurchase intention, this examination seeks to examine
the impact on Tokopedia customers in the Jabodetabek
region. The examination examines the influence of each variable by testing five
hypotheses.
The
first hypothesis probes the relationship between website design quality and the
likelihood of a repeat purchase. Because the t-statistic value of 4.719 is more
than the threshold of 1.65 and the p-value of 0.000 is less than α 0.05,
the findings suggest that there is a positive and significant association
between the quality of website design and the intention to repurchase. The
outcomes provide credence to the first hypothesis, suggesting that a higher
quality of website design positively influences consumers� intention to
repurchase. A well-designed website enhances user comfort, increasing the
likelihood of repeat purchases on Tokopedia, particularly when consumers find
relevant information about desired products. Consistent with these outcomes,
prior studies have shown that website design quality significantly affects
repurchase intention (Iskandar & Bernarto, 2021) ; (Priscillia et al., 2021); (Saoula et al., 2023).
The
effect of perceived value on the desire to buy is the focus of Hypothesis 2.
There was a favorable and statistically significant impact, with a t-statistic
of 3.800 (above 1.65) and a p-value of 0.000 (below 0.05), supporting
hypothesis 2. This suggests that a higher perceived value of Tokopedia enhances
consumers' repurchase intentions, as positive value
perceptions motivate additional purchases. Perceived value encompasses
dimensions such as quality, emotional, price, and social aspects, all of which contribute
to increased consumer interest in repurchasing. These findings align with examination
by (Iskandar & Bernarto, 2021), (Xu et al., 2022), and (Zang et al., 2022), which similarly highlight the significant impact of
perceived value on repurchase intention.
Hypothesis
3 investigates the influence of e-satisfaction on repurchase intention. The examination
outcomes show a positive and significant impact, with a t-statistic of 12.699
(above 1.65) and a p-value of 0.000, supporting hypothesis 3. This implies that
increased consumer satisfaction is linked to a higher likelihood of
repurchasing on Tokopedia. These outcomes are in agreement with studies by
Bernardo et al. (2019) and Lin et al. (2022), which discovered that contentment
considerably affects the desire to buy again. Website design quality, perceived
value, and e-satisfaction as a mediator of repurchase intention are also
examined in this examination. With a t-statistic of 4.719 (above 1.65) and a
p-value of 0.000, the outcomes show that e-satisfaction mediates the influence
of website design quality on repurchase intention. This provides support for
hypothesis 3a, which states that if Tokopedia's website is made better,
customer happiness will rise and repurchase intention would follow.
With a
t-statistic of 3.800 (above 1.65) and a p-value of 0.000, the outcomes
illustrate that e-satisfaction acts as a mediator between perceived value and
repurchase intention, supporting hypothesis 3b. This indicates that higher
perceived value enhances consumer satisfaction on Tokopedia, which in turn
positively influences repurchase intention.
Hypothesis
4 tests the impact of website design quality on e-satisfaction. Outcomes reveal
a positive and significant relationship, with a t-statistic of 5.559 (above
1.65) and a p-value of 0.000, confirming hypothesis 4. This suggests that
improving the quality of Tokopedia�s website or application positively impacts
consumer satisfaction, as a well-designed website makes browsing more enjoyable
(Oktariani et al., 2022). (Tatang & Mudiantono, 2017), (Guo et al., 2023), and Bernardo et al. (2019) have all previously shown that
the quality of a website's design has a considerable impact on user happiness.
Perceived
value's effect on e-satisfaction is the focus of Hypothesis 5. Supporting
hypothesis 5, the data show a positive and statistically significant impact
(t-statistic of 4.421, above 1.65, p-value of 0.000). This implies that a high
perceived value can increase consumer satisfaction when using Tokopedia.
Perceived value varies depending on individual and contextual factors, with
different consumer perceptions affecting the perceived value of a product. This
perceived value influences whether consumers choose to shop again on Tokopedia.
These outcomes align with studies by (Correa et al., 2021) and Lin et al. (2022), which
also highlight the impact of perceived value on satisfaction.
CONCLUSION
Perceived
value plays a crucial role in increasing the likelihood of repurchase among
Tokopedia users. As such, it is essential for the company to focus on enhancing
consumers' perceived value. A descriptive analysis reveals that the indicators
associated with perceived social value have the lowest average scores from
respondents. Social value perception can be elevated when Tokopedia�s brand
image is seen as prestigious or luxurious within social circles. Tokopedia Plus
and Tokopedia VIP are examples of exclusive programs that might help accomplish
this goal by bringing together current vendors and a small group of consumers.
Packaging with unique gold labels and extra protective bubble wrap for shipment
are possible components of these programs that provide premium services. Small,
thoughtful details like these may go a long way in getting clients to rave
about your business online, particularly since these VIP programs could be
granted to customers who meet specific spending thresholds over a set period.
This approach aims to enhance Tokopedia's perceived value, consequently
boosting consumer purchasing intent.
The examination
findings also suggest that e-satisfaction is a significant factor in increasing
repurchase intention. This underscores the importance for Tokopedia to ensure a
high level of consumer satisfaction throughout the shopping experience.
Descriptive analysis highlights that while most satisfaction indicators show
positive trends, some consumers still express dissatisfaction. The exact causes
of this dissatisfaction remain unclear, so Tokopedia should consider conducting
further examination, such as in-depth interviews with dissatisfied customers,
to gain deeper insights into the underlying issues. This feedback can guide
improvements, ensuring that customer satisfaction is consistently improved.
Another
variable influencing repurchase intention is the quality of the website design.
It is crucial for Tokopedia to maintain and improve the user experience on both
its website and mobile application. From the descriptive analysis, it appears
that respondents rated the organization of information on the platform the
lowest. This suggests that some consumers find the site�s information structure
lacking. Tokopedia could address this by encouraging sellers to provide more
detailed product descriptions, thus enhancing the overall quality of the
website and application.
By
using these information, Tokopedia can enhance user
experience and develop more personalized marketing tactics. This, in turn, will
boost the chances of repeat purchases. Exclusive programs like Tokopedia Plus
or Tokopedia VIP for high-spending consumers might help Tokopedia even more in
elevating perceived value. The use of high-quality packaging and other
safeguards may help establish a reputation for opulence among the target
market. Another way to boost perceived social worth is to have consumers share
their experiences on social media. Moreover, considering the high correlation
between customer contentment and repurchase intentions, Tokopedia should
prioritize consumer satisfaction. Tokopedia can do better for all of its users
by listening to its unsatisfied consumers and acting on their feedback to
enhance the purchasing experience.
There are several
restrictions on this examination. It is possible to include more factors in
future studies, as the outcomes from the R-square test indicate that other
factors may also contribute to influencing business performance. For a deeper
analysis, it would be beneficial to explore gender-based differences in
consumer behavior by conducting separate analyses for male and female
customers. A more complex picture of the platform's user engagement from
various demographics may emerge from this.
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