ANALISIS PENGARUH E-COMMERCE SOFTWARE FUNCTIONALITY PADA APLIKASI MARKETPLACE TERHADAP PENGALAMAN KONSUMEN DALAM BERBELANJA ONLINE

DERA THORFIANI

doi:10.36618/competitive.v19i2.4004

Authors

DERA THORFIANI Universitas Logistik dan Bisnis Internasional

DOI:

https://doi.org/10.36618/competitive.v19i2.4004

Keywords:

aplikasi e-commerce, fitur platform e-commerce, pengalaman pelanggan, marketplace

Abstract

Munculnya e-commerce telah mengubah model penjulan produk secara retail, dimana aplikasi marketplace menjadi pemain kunci dalam membentuk pengalaman konsumen saat berbelanja. Platform e-commerce marketplace berusaha untuk meningkatkan pengalaman pengguna dengan meningkatkan interface dan konten pada platform untuk memudahkan konsumen saat bertransaksi. Penelitian ini bertujuan untuk menganalisis bagaimana peran fitur-fitur yang ada pada platform aplikasi marketplace yaitu e-commerce software functionality seperti katalog digital, keranjang belanja online, dan sistem pemmbayaran dapat mempengaruhi pengalamn konsumen saat berbelanja online. Berdasarkan hasil pengolahan data dengan metode SEM dengan menggunakan aplikasi SMART PLS, didapatkan hasil variabel Digital Catalog, Cart, dan Payment System pada E-commerce software functionality berpengaruh secara positif dan signifikan terhadap customer experience.

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