Abstract
The purpose of the research is to determine the effect of the online shopping attitude, perceived convenience, user interface and user experience, and consumer innovativeness towards customer satisfaction of online transportation in Indonesia. The research method used in this research is associative method. Data analysis is done using quantitative methods by distributing questionnaires to 332 randomly across Indonesia to all correspondents who are online transportation consumers. The results show that there is a significant influence on perceived convenience, user interface and user experience, and consumer innovativeness towards customer satisfaction, as well as consumer innovativeness on customer satisfaction, while online shopping attitude shows no influence. Therefore, online transportation company in Indonesia should focus more on the factors that have a positive and significant influence on their customer satisfaction, which are perceived convenience, user interface and user experience, and consumer innovativeness.
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