The Effect of Convenience and Security on Users’ Trust and Satisfactionof E-commerce in Indonesia (Study on Customers of TOKOPEDIA in Jabodetabek Region)

Abstract

Nowadays, online transaction is a common economic activity. The vulnerability of e-commerce system is one of the users’ consideration for deciding whether or not they use the service. The aim of this research was to analyzethe influence of convenience and security on users’ trust and satisfaction of e-commerce in Indonesia. Research data were obtained by studying the customers of tokopedia in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi) region by using questionnaire as research instrument. The design of this research was explanatory research and the data analysis was Structural Equation Modelling (SEM). The result showed that convenience of using e-commerce had non-significant effect on the trust of using e-commerce. The variable of security had significant positive effect on the trust of using e-commerce.Meanwhile, the convenience of using e-commerce had significant effect on user satisfaction. The security of e-commerce transaction had non-significant effect on user satisfaction. Finally, the trust of using e-commerce had significant effect on user satisfaction.

Keywords: E-commerce, Convenience and security, User trust, Satisfaction