Analysis Of The Effect Of Online Convenience Dimensions On Customer Satisfaction And Behavioral Intention Of Tokopedia Customers In Surabaya

The development of technology in the current era of globalization has increased rapidly and rapidly. Technological developments have influenced individual lifestyles in a more modern direction by keeping up with the times. This of course will have a big impact in aspects of life, especially the business world. One of them is the emergence of internet technology. Internet is the most effective communication and information media that can reach all people. The internet is also the most popular medium used as a land for doing business, which is better known as e-commerce (electronic commerce). This study aims to analyze the influence of the variable access convenience, search convenience, evaluation convenience, attentiveness convenience, transaction convenience, convenience position, post position convenience, on behavioral intention through customer satisfaction of Tokopedia application users in Surabaya. The sample used in this study is based on data from 155 male and female respondents, domiciled in Surabaya, with an age limit of 18-60 years. The questionnaire was given to respondents who have installed the Tokopedia application on a smartphone, have used the Tokopedia application at least 2 times in the last 6 (six) months, have made direct purchases for personal needs through the Tokopedia application on smartphones 2 times in the last 6 months, have interacted with Tokopedia's customer service in the last 6 months, and aware of the Tokopedia application promotions. For processing and analyzing data in this study using SPSS 22.0. Furthermore, to tabulate the results of the respondents' research, as well as to test the research model is to use the Structural Equation Model (SEM) data analysis technique. These empirical findings indicate that the relationship of access convenience has a significant effect on customer satisfaction with a regression coefficient of 0.161; search convenience has a significant effect on customer satisfaction with a regression coefficient of 0.130; evaluation convenience has a significant effect on customer satisfaction with a regression coefficient of 0.284; Attentiveness convenience has a significant effect on customer satisfaction with a regression coefficient of 0.108; transaction convenience has a significant effect on customer satisfaction with a regression coefficient of 0.115; possesion convenience has a significant effect on customer satisfaction with a regression coefficient of 0.142; possesion convenience has a significant effect on customer satisfaction with a regression coefficient of 0.118; Customer satisfaction has a significant effect on behavioral intention with a regression coefficient of 0.845.