Analysis of Factors Affecting Customer Satisfaction in Online Marketplace: Service Quality, Platform Usability and Transaction Security

Due to rapid advancement of technology, business people and society are starting to adapt to the modernization process in transactions and doing business. Meanwhile, competition for online shopping platforms is getting higher, therefore service quality, platform usability and transaction security are vital factors in winning the market. The existence of a fast response, friendly service, and effective resolution of consumer problems or complaints can support online shopping activities, where platform usability and transaction security are supporting factors in achieving customer satisfaction. This study uses purposive sampling technique with a total sample of 100 students who has been using marketplace platform, Shopee. In this study, interview and questionnaire were used as data collection methods which were then analyzed by using multiple linear regression techniques and processed through SPSS program. Research has shown that high service quality can increase user perceptions of platform usability and transaction security. In addition, high ease of platform usability also contributes to user confidence in transaction security. Overall, positive interactions between the three constructs provide a positive experience to users, which in turn can increase user satisfaction and online business sustainability