An Empirical Research of Factors Affecting Customer Satisfaction: A Case of the Indonesian E-Commerce Industry

Nicholas Wilson, Regina Christella


The purpose of this study is to analyze the effect of website design, reliability, time saved, product variety, and delivery performance towards customer satisfaction in the Indonesian e-commerce industry. The instrument for collecting the data is using the questionnaire. The number of samples that obtained in this study is 200 samples, in which, 15 of them should be omitted since those questionnaires weren’t filled properly, resulted in a total of 185 samples being deemed usable and used for this study. The data were analyzed using PLS-SEM Method. The results of this study found reliability, time saved, product variety, and delivery performance has positive and significant effect toward customer satisfaction, in which product variety has the highest effect toward customer satisfaction among the other variables. However, this study also found out that there is no significant effect between website design and customer satisfaction. This study further suggests that company specializing in the e-commerce industry should always enhance their product and services to their customer, in which customers will be satisfied, thus increasing their likeliness to repeat their purchasing experience on the company in the future.

Bahasa Indonesia Asbtrak: Penelitian ini dilakukan guna mengetahui secara mendalam pengaruh desain website,keandalan, penghematan waktu, variasi produk, dan kinerja pengiriman terhadap kepuasan pelanggan pada industri e-commerce di Indonesia. Penelitian ini menggunakan metode survei, dimana, kuesioner digunakan sebagai instrumen untuk mengumpulkan data. Sebanyak 200 responden berpartisipasi pada penelitian ini, dimana, 15 kuesioner harus dibuang karena pengisian yang tidak lengkap. Dengan demikian, sebanyak 185 data yang valid dan reliabel digunakan untuk selanjutnya digunakan dan diproses pada penelitian ini. Seluruh data diolah dengan menggunakan metode partial least squares-structural equation modelling (PLS-SEM). Berdasarkan hasil pengolahan data, diperoleh hasil bahwa reliability, time saved, product variety, and delivery performance memiliki pengaruh yang positif dan signifikan terhadap kepuasan pelanggan, dimana, variabel product variety memiliki pengaruh yang paling besar terhadap kepuasan pelanggan dibandingkan dengan beberapa variabel yang lain. Sementara itu, hasil pengolahan data pada penelitian ini juga menemukan bahwa website design tidak memiliki pengaruh yang signifikan terhadap kepuasan pelanggan. Berdasarkan hasil ini, maka peneliti ingin merekomendasikan kepada seluruh perusahaan Indoesia yangn bergerak di bidang e-commerce untuk dapat terus meningkatkan performa perusahaan berkaitan dengan kualitas produk dan jasanya kepada pelanggan, dengan harapan bahwa hal ini dapat meningkatkan kepuasan pelanggan serta meningkatkan intensi pelanggan untuk dapat mengulangi aktivitas pembelian terhadap perusahaan tersebut di masa mendatang.


electronic commerce; satisfaction; website design; reliability; time saved; product variety; delivery performance


Full Text



Abdallah, S., & Jaleel, B. (2015). Website Appeal: Development of an Assessment Tool and Evaluation Framework of E-Marketing. Journal of Theoretical and Applied Electronic Commerce Research, 10(3), 45-62.

Agyapong, G. K. (2011). The Effect of Service Quality on Customer Satisfaction in the Utility Industry – A Case of Vodafone (Ghana). International Journal of Business and Management, 6(5), 203-210.

Ahmad, A.M., & Ali, H. (2011). E-banking Functionality and Outcomes of Customer Satisfaction: An Empirical Investigation. International Journal of Marketing Studies, 3(1), 50-65.

Ahmad, A.M.K. (2012). Attractiveness Factors Influencing Shoppers’ Satisfaction, Loyalty, and Word of Mouth: An Empirical Investigation of Saudi Arabia Shopping Malls. International Journal of Business Administration, 3(6), 101-112.

Ahmad, F., & Sherwani, N. U. (2015). An Empirical Study on the effect of Brand Equity of Mobile Phones on Customer Satisfaction. International Journal of Marketing Studies, 7(2), 59-69.

Alam, S. S., & Yasin, N. (2010). An Investigation into the Antecedents of Customer Satisfaction of Online Shopping. Journal of Marketing Development and Competitiveness, 5(1), 71-78.

Alexopoulos, E.C. (2010). Introduction to multivariate regression analysis. Hippokratia Quarterly Medical Journal, 14(1), 23-28.

Angelova, B., & Zekiri, J. (2011). Measuring Customer satisfaction with Service Quality Using ACSI Model. International Journal of Academic Research in Business and Social Sciences, 1(3), 232-258.

Asia Internet Use, Population Data, and Facebook Statistics (2017). Retrieved July, 2017, from

Asraf, A., Mahdzan, N. S., & Valinejad, H. (2016). Young adults’ Perceptions of Online Service Quality. International Journal Electronic Marketing and Retailing, 7(2), 91-114.

Auka, D. O., Bosire, J. N., & Matern, V. (2013). Perceived Service Quality and Customer Loyalty in Retail Banking in Kenya. British Journal of Marketing Studies, 1(3), 32-61.

Azwar, S. (2010). Reliabilitas dan Validitas (4th ed.). Yogyakarta: Pustaka Pelajar.

Bashir, R., Mehboob, I., & Bhatti, W. K. (2015). Effects of Online Shopping Trends on Consumer-Buying Behavior: An Empirical Study of Pakistan, Journal of Management and Research, 2(2), 1-24.

Beavers, G.A, Iwata, B.A, & Lerman, D.C. (2013). Thirty years of research on the functional analysis of problem behavior. Journal of Applied Behavior Analysis, 46, 1–21.

Byambaa, B., & Chang, K-C. (2013). The Influence Of Factors Of Online Purchase On Customer Satisfaction In Mongolian Airlines, International Proceedings of Economics Development & Research, 57, 80-85.

Bourlakis, M. A., Vlachos, I. P., & Zeimpekis, V. (2011). Intelligent Agrifood Chains and Networks. West Sussex: Wiley-Blackwell.

Bressolles, G., & Durrieu, F. (2011). Service Quality, Customer Value And Satisfaction Relationship Revisited For Online Wine Websites. In 6th AWBR International Conference. Bordeaux Management School: France.

Chen, Z., Ling, K.C., Ying, G.X., & Meng, T.C. (2012). Antecedents of Online Customer Satisfaction in China. International Business Management, 6(2), 168-175.

Cyr, D. (2008). Modeling web site design across cultures: Relationships to trust, satisfaction, and e-loyalty. Journal of Management Information System, 24(4), 47-72.

Demangeot, C., & Broderick, A. J. (2010). Consumer Perceptions of Online Shopping Environments: A Gestalt Approach. Psychology and Marketing Journal, 27(2), 117-140.

Dharmesti, M.D.D., & Nugroho, S.S. (2012). The Antecedents of Online Customer Satisfaction and Customer Loyalty. The Business and Management Review, 3(1), 37-46.

Dinitzen, H. B., & Bohlbro, D. (2010). Value-Added Logistics in Supply Chain Management (1st ed.). Copenhagen: Academica.

Doshi, P.V. (2016). Customer satisfaction measurement in Paint Industry: Case study of Asian Paints. International Journal of Applied and Pure Science and Agricultural, 2(12), 104-113.

Dreheeb, A.E., Basir, N., & Fabil, N. (2016). Impact of system quality on users’ satisfaction in continuation of the use of e-learning system. International Journal of e-education, e-business, e-management, and e-learning, 6(1), 13-20.

Fang, Y., Qureshi, I., Sun, H., McCole, P., Ramsey, E., & Lim, K.H. (2014). Trust, Satisfaction, and Online Repurchase Intention: The Mediating Role of Perceived Effectiveness of E-Commerce Institutional Mechanisms. MIS Quarterly, 38(2), 407-427.

Francis, J. E. (2009). Category-specific RECIPEs for internet retailing quality. Journal of Service Marketing, 23(7), 450-461.

Ghozali, I. (2013). Aplikasi Analisis Multivariate dengan Program SPSS (7th ed.). Semarang: Badan Penerbit Universitas Diponegoro.

Gunarathne, U. (2014). Relationship between Service Quality and Customer Satisfaction in Sri Lanka Hotel Industry. International Journal of Scientific and research publicatons, 4(11), 1-8.

Guo, X., Ling, K.C., & Liu, M. (2012). Evaluating Factors Influencing Consumer Satisfaction towards Online Shopping in China. Asian Social Science, 8(13), 40-50.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis: A Global Perspective (7th ed.). New Jersey: Pearson.

Hair, J. F., Black. W. C., Babin. B. J., dan Anderson. R. E. (2010), Multivariate Data Analysis (7th ed.). New Jersey: Pearson Prentice Hall.

Hair, J.F., Ringle, C.M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139-151.

Hossain, M. J. (2012). Impact of Service Quality on Customer Satisfaction: A Case of Tourism Industry in Bangladesh. International Journal of Research in Finance & Marketing, 2(2), 1-25.

Iberahim, H., Taufik, M., Adzmir, M., and Saharuddin, H. (2016). Customer Satisfaction on Reliability and Responsiveness of Self Service Technology for Retail Banking Services. Procedia Economics and Finance, 37, 13-20.

Kaihatu, T. S., Daeng, A., & Indrianto, A. T. (2015). Manajemen Komplain. Yogyakarta: Andi.

Karim, A.J. (2011). Evaluating The Influence of Reliability, Usability, Usefulness, and Website Design on The Satisfaction of Online Consumers. Research Journal of Economics, Business and ICT, 2, 28-32.

Kassim, N., & Abdullah, N. (2010). The Effect of Perceived Service Quality Dimensions on Customer Satisfaction, Trust, and Loyalty in E-Commerce Settings: A Cross Cultural Analysis. Asia Pacific Journal of Marketing and Logistics, 22(3), 351-371.

Kaur, G. (2011). Traditional Commerce Vs. E-Commerce. International Research Journal of Management Science and Technology, 2(3), 334-340.

Kedah, Z., Ismail, Y., & Ahmed, S. (2015). Key success factors of Online Food Ordering Services: An empirical study. Malaysia Management Review, 50(2), 19-36.

Khalil, N. (2014). Factors affecting the consumer’s attitudes on online shopping in Saudi Arabia. International Journal of Scientific and Research Publications, 4(11), 1-8.

Khurana, A. (2017). Advantages of E-commerce Over Traditional Retail. Retrieved from

Kim, Y. A. (2006). The Impact on Customers’ Perception of Product Variety. Korean Review of international studies, 9(1), 37-50.

Kloppers, S. R. (2014). Investigating Factors Influencing Customer Online Buying Satisfaction In Gauteng, South Africa. International Business and Economics Research Journal, 13(5), 1187-1198.

Kotler, P., & Keller, L. N. (2009). Marketing Management (13th ed.). New Jersey: Pearson Prentice Hall.

Kotler, P., & Amstrong, G. (2014). Principles of Marketing (15th ed.). Essex: Pearson.

Lee, K., & Joshi, K. (2007). An Empirical Investigation of Customer Satisfaction with Technology Mediated Service Enconters in the context of Online Shopping. Journal of Information Technology Management, 18(2), 18-37.

Lin, C.C., Wu, H.Y., & Chang, Y.F. (2011). The Critical Factors Impact on Online Customer Satisfaction. Procedia Computer Science, 3, 276-281.

Ling, G.M., Fern, Y.S., Boon, L.K., & Huat, T.S. (2016). Understanding Customer Satisfaction of Internet Banking: A Case Study In Malacca. Procedia Economics and Finance, 37, 80-85.

Linton, I. (2017). Six Benefits of Internet Marketing. Retrieved from

Liu, X.L., He, M., Gao, F., & Xie, P. (2008). An empirical study of online shopping customer satisfaction in China: A holistic perspective. International Journal of Retail & Distribution Management, 36(11), 919-940.

Ludin, H., & Cheng, B.L. (2014). Factors Influencing Customer Satisfaction and E-Loyalty: Online Shopping Environment among the Young Adults. Management Dynamics in the Knowledge Economy, 2(3), 462-471.

Luo, J., Ba, S., & Zhang, H. (2012). The effectiveness of online shopping characteristics and well-designed websites on satisfaction. MIS Quarterly, 36(4), 1-9.

Ma, Z. (2012). Assessing Serviceability and Reliability to Affect Customer Satisfaction of Internet Banking. Journal of Software, 7(7), 1601-1608.

Maiyaki, A.A., & Mokhtar, S.S. (2016). Correlates of Consumer Online Buying Behavior. International Journal of Management and Applied Science, 2(1), 12-18.

Malhotra, N.K. (2007). Marketing Research: an applied orientation. New Jersey: Pearson Education.

Malhotra, N.K. (2008). Essentials of marketing: An applied orientation. Australia: Pearson Education.

Minh, N. H., Ha, N. T., Anh, P. C., & Matsui, Y. (2015). Service Quality and Customer Satisfaction: Case Study of Hotel Industry in Vietnam. Asian Social Science, 11(10), 73-85.

Mosahab, R., Mahamad, O., & Ramayah, T. (2010). Service Quality, Customer Satisfaction, and Loyalty: A Test of Mediation. International Business Research, 3(4), 72-80.

Number of Digital Buyers in Indonesia from 2015 to 2021* (in millions). (2017). Retrieved July, 2017, from

Nwokah, N. G., & Juliet, G. (2016). Online Shopping Experience and Customer Satisfaction. Journal of Economics and Sustainable Development, 7(22), 176-185.

Omar, H.F., Saadan, K., and Seman, K. (2015). Determining the Influence of the Reliability of Service Quality on Customer Satisfaction: The Case of Libyan E-Commerce Customers. International Journal of Learning and Development, 5(1), 86-89.

Paramita, C., & Nugroho, S.S. (2014). Pengaruh Kualitas Layanan pada Kepuasan dan Loyalitas Konsumen Pembelanjaan Daring (Keterlibatan Produk sebagai Pemoderasi). Jurnal Siasat Bisnis, 18(1), 100-117.

Pillai, R.S., Bagavathi, V., & Kala, S. (2010). Marketing Management (1st ed.). New Delhi : S.Chand & Co Ltd.

Psaila, G., & Wagner, R. (2007). E-Commerce and Web Technologies: 8th International Conference, Regensburg, Germany, September 3-7, Proceedings.

Ranjbarian, B., Fathi, S., & Rezaei, Z. (2012). Factors Influencing on Customers’ E-Satisfaction: A case Study from Iran, Interdisciplinary Journal of Contemporary Research in Business, 3(9), 1496-1511.

Rao, S. & Sahu, P.C. (2013). Impact of Service Quality on customer satisfaction in Hotel Industry. Journal of Humanities and Social Science, 18(5), 39-44.

Sakhaei, S.F., Afshari, A.J., and Esmaili, E. (2014). The Impact of Service Quality on Customer Satisfaction in Internet Banking. Journal of Mathematics and Computer Science, 9(1), 33-40.

Santoso, S. (2010). Statistik Parametrik: Konsep dan Aplikasi dengan SPSS. Jakarta: PT Elex Media Komputindo.

Saprikis, V., Chouliara, A., & Vlachopoulou, M. (2010). Perceptions towards Online Shopping: Analyzing the Greek University Students’ Attitude. Communications of the IBIMA, 2(1), 1-13.

Sarwono, J. (2009). Statistik Itu Mudah: Panduan Lengkap Untuk Belajar Komputasi Statistik Menggunakan SPSS 16 (1st ed.). Yogyakarta: ANDI.

Seiders, K., Voss, G.B., Godfrey, A.L., & Grewal, D. (2007), SERVCON: development and validation of a multidimensional service convenience scale. Journal of the Academy Marketing Science, 35(1), 144-156.

Sekaran, U., & Bougie, R. (2010). Research methods for business: A Skill-Building Approaches (5th ed.). Chichester: Wiley

Sekaran, U., & Bougie, R. (2013). Research Method for Business: A Skill-Building Approaches (6th ed.). West Sussex: Wiley.

Siddiqi, K. (2011). Interrelations between Service Quality Attributes, Customer Satisfaction, and Customer Loyalty in the Retail Banking Sector in Bangladesh. International Journal of Business and Management, 6(3), 12-36.

Strauss, J., & Frost, R. D. (2014). E-Marketing (7th ed.). New York: Pearson Education.

Sugiyono. (2009). Metode Penelitian Pendidikan: Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Swaid, S., & Wigand, R.T. (2007). Key dimensions of e-commerce service quality and its relationships to satisfaction and loyalty. 20th BLED e-Conference: e-Mergence: Merging and Emerging Technologies, Processes, and Institutions, 29, 414-428.

Tao, Z., Yaobin, L., & Bin, W. (2009). The Relative Importance of Website Design Quality and Service Quality in Determining Consumers’ Online Repurchase Behavior. Information System Management, 26, 327-337.

Tjiptono, F. (2008). Service Management: Mewujudkan Layanan Prima (1st ed.). Yogyakarta: ANDI.

Tjiptono, F., & Chandra, G. (2011). Service, Quality, and Satisfaction (3rd ed.). Yogyakarta: ANDI.

Tuan, N.P., & Linh, N.T. (2014). Impact of Service Quality Performance on Customer Satisfaction: A Case Study of Vietnam’s Five Star Hotel. ABAC Journal, 34(3), 53-70.

Ward, S. (2016). Internet Marketing Definition and Online Strategies. Retrieved July, 2017, from

Widoyoko, E.P. (2012). Teknik Penyusunan Instrumen Penelitian. Yogyakarta: Pustaka Pelajar.

Wilson, N & Keni, K. (2018). Pengaruh Website Design Quality dan Kualitas Jasa terhadap Repurchase Intention : Variabel Trust Sebagai Variabel Mediasi, Jurnal Manajemen dan Pemasaran Jasa, 11(2), 291-310.

Wilson, N, Theodorus, E., & Tan, P. (2018). Analysis of Factors Influencing Green Purchase Behavior: A Case Study of The Cosmetics Industry In Indonesia, Jurnal Muara Ilmu Sosial, Humaniora, dan Seni, 2(1), 453-464.

Wu, J., & Zhang, C.Y. (2015). A Research on Influence Factors of Customer Satisfaction about O2O Online takeout ordering. International Conference on Management Science & Engineering (22th), Dubai, UAE, 147-154.

Xia, N., & Rajagopalan, S. (2009). Standard Vs. Custom Products: Variety, Lead Time, and Price Competition. Marketing Science, 28(5), 887-900.

Zaim, H., Bayyurt, N., & Zaim, S. (2010). Service quality and determinants of customer satisfaction in hospitals: Turkish experience. International Business and Economics Research Journal, 9(5), 51-58.

Zhou, T., Lu, Y., & Wang, B. (2009). The Relative Importance of Website Design Quality and Service Quality in Determining Consumers’ Online Repurchase Behavior. Information Systems Management. 26, 327–337.

Ziaullah, M., Feng, Y., & Akhter, S. N. (2014). E-Loyalty: The influence of product quality and delivery service on e-trust and e-satisfaction in China. International Journal of Advancements in Research & Technology, 3(10), 20-31.

Cited by

  • There are currently no citations to this article.

Copyright (c) 2019 Nicholas Wilson, Regina Christella

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

favicon Department of Management | Business School | Universitas Pelita Harapan | Indonesia | +62 21 546 0901 |