Online shopping become one of the transaction methods for human being to purchase product and service, especially since pandemic of COVID-19. The goal of the study is to examine the relationship between functionality, delivery and security towards satisfaction mediated by online shopping experience at e-commerce marketplace platform. The research is quantitative research approach and to gather data using online survey. The survey data were collected using an electronic questionnaire on Microsoft Forms from 292 respondents who used e-commerce marketplace platforms. Structural equation method AMOS was utilized to evaluate the data. The results demonstrated as follows: the functionality and delivery variable have a significant effect on online shopping experiences; online shopping experience variable as mediation has showed significant effect on satisfaction, however security variable has no favorable effect on online shopping experience in e-commerce marketplace platform.
The Influence of Online Platform on Satisfaction: Mediating Role of Online Shopping Experience
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