Consumer Satisfaction of Marketplace Users in Indonesia

Aims: The main goal of marketing management today is customer satisfaction. It is crucial to know consumer satisfaction because satisfied consumers will tend to buy the product in the future. In addition, satisfied consumers will also become the company's promotional staff because they will recommend the company's products to their friends and family. This study highlights consumer satisfaction in online shopping, which is currently highly developed due to technological advances. Therefore, the researcher considers it essential to know what factors can make consumers feel satisfied so that later they can increase product sales on the shopee marketplace. This study uses three variables to explain consumer satisfaction: discounts, product quality, and purchase decisions. The reason these variables are used is because these variables are better able to explain consumer satisfaction. After making a purchase at Shopee, consumers will feel satisfied or not.

Study Design: One hundred seventy-five active shopee marketplace users in the Sumbawa district are the sample in this study. In this study using a purposive sampling technique. The research hypothesis was answered using a structural equation modeling analysis tool based on partial least squares. This study uses the Sobel test to justify whether the purchase decision is an intervening variable.

Results: These three variables, after being investigated, have a direct influence on consumer satisfaction. The results of the study provide information that shopee consumer satisfaction is achieved through discounts, product quality and purchase decisions. The more satisfied consumers are caused by the big discounts given and good product quality.