Factors Affecting Buyer Satisfaction of Coffee Beans at the Online Marketplace in Indonesia

Abstract

The use of online marketplace in Indonesia is increasing. The online marketplace makes it easy for baristas and homebrewers to find and buy high-quality coffee beans. This study aims to examine the factors that influence the satisfaction of coffee beans buyers in the online marketplace in Indonesia. This study uses a quantitative approach. The researcher modifies the research model from the information system success model developed by DeLone & McLean and the Technology Acceptance Model (TAM). The variables in this study consist of Information Quality, Service Quality, Virtual Community Quality, Design, Security, Trust, Perceived Usefulness, Perceived Ease of Use, Usage Behavior, User Satisfaction. The number of samples in this study was 393 online marketplace users who had purchased coffee beans. The data analysis technique is Structural Equation Modeling using AMOS. The results of this study indicate that the Usage Behavior variable has a significant effect on User Satisfaction. In addition, Information Quality and Service Quality do not affect Usage Behavior and User Satisfaction. This study also shows that Trust, Perceived Usefulness, and Perceived Ease of Use significantly influence Usage Behavior. Virtual Community Quality and Security have a significant influence on Trust. In addition, security has a substantial effect on Perceived Usefulness. Finally, Design has a substantial impact on Perceived Ease of Use.