Analyzing the Impact of Customer Trust on Customer Satisfaction on the Tokopedia E-Commerce Platform Using a Multidimensional Approach

Muhartini Salim ()
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Muhartini Salim: Economics and Business, University of Bengkulu, Indonesia Author-2-Name: Ade Tiara Yulinda Author-2-Workplace-Name: Economics and Business, University of Bengkulu, Indonesia Author-3-Name: Rina Suthia Hayu Author-3-Workplace-Name: Economics and Business, University of Bengkulu, Indonesia Author-4-Name: Yenti Sumarni Author-4-Workplace-Name: Economics and Business, University of Bengkulu, Indonesia Author-5-Name: Reni Indriani Author-5-Workplace-Name: Economics and Business, University of Bengkulu, Indonesia Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:

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Abstract: " Objective - This paper examines the formation of trust and customer satisfaction using a multidimensional approach. It aims to determine the influence of the three factors of perceived ease of use, customer experience, and company reputation in shaping consumer behavior. In addition, this study will also investigate the influence of trust on customer satisfaction. Methodology/Technique - This study employs a quantitative research method. This study was designed using a combination of survey and experimental methods. Study 1, using a survey method, involved customers who had shopped on the Tokopedia platform as the unit of analysis. The final number of valid respondents was 147 individuals. Meanwhile, Study 2, with an experimental method in a classroom setting, involved 147 (Scenario 1) and 139 (Scenario 2) students from the Department of Management at the University of Bengkulu as participants. Findings - The study's results indicate that online shopping experience significantly influences customer trust and, in turn, has a positive effect on customer satisfaction. Similar results in the experimental study confirm that ease of use and reputation play a significant role in forming customer trust and satisfaction. Implications - The study provides valuable insights for online shopping platforms like Tokopedia to enhance customer interactions and ease of use, maintain a positive reputation, sustain competitive advantages, and build long-term relationships with consumers. Originality - This research introduces the role of three factors, perceived ease of use, customer experience, and company reputation, in shaping customer trust in one of the largest online marketplaces in Indonesia. These three factors are essential to study as previous studies have revealed their influence on consumer behavior. Type of Paper - Empirical"

Keywords: Ease of Use; Online Shopping Experience; Reputation; Trust; and Satisfaction (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Pages: 11
Date: 2024-12-31
New Economics Papers: this item is included in nep-sea
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Published in Journal of Management and Marketing Review, Volume 9, Issue4

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Persistent link: https://EconPapers.repec.org/RePEc:gtr:gatrjs:jmmr340

DOI: 10.35609/jmmr.2024.9.4(1)

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