Security and Ease of Use Effect on Customers’ Satisfaction Shopping in Tokopedia

Abstract

This research aims to examine and analyze the influence of Security and Ease of Use on Customer Satisfaction. The data collection technique in this research is direct surveyon 100 respondents who are students of the Faculty of Economics and Business, Mercu Buana University. The questionnaire result approachedusing Structural Equation Model (SEM) with the Smart-PLS as the analysis tool. Result shows that the security has a positive and significant effect on the customer satisfaction and ease of use also has a positive and significant effect on the customer satisfaction.

Keywords: Security, Ease of Use, Customer Satisfaction and Structural Equation Model (SEM), Partial Least Square (PLS)