THE DETERMINANT FACTOR OF E-COMMERCE USER SATISFACTION MEDIATED BY CUSTOMER EXPERIENCE

The research is proposed to examine the determinant factors of e-commerce user satisfaction that mediated by customer experience in Indonesia. Some measurement items were adopted from existing literature. To get the result on how this affects the satisfaction, this research used a quantitative approach to descriptive analysis. This study uses 284 respondents in five e-commerce namely; Tokopedia, Shopee, Bukalapak, Blibli, JD.id, Lazada, and Zalora. The researchers distributed the questionnaire through social media and online messaging applications. Based on the demographic profile of respondents, the researchers discovered that the respondents are an educated person, work as professional employees or college students, and allocate more than once per week to shop on e-commerce platforms. The structural equation model developed in this study was tested using Partial Least Squares (PLS) to analyze data from 284 respondents. The results of the study found that the relationship between e-commerce innovation and e-commerce service quality have a positive impact on customer satisfaction that mediated by customer experience. This study was focused on relationship between e-commerce innovation, e-commerce service quality, customer experience, and customer satisfaction. Therefore, further research is expected to be able to test the determinants of the other factors.


INTRODUCTION
Indonesian e-commerce market is expected to register a robust 23.8% growth in 2022 and reach IDR420.8 trillion ($30 billion) in 2022, forecasts GlobalData, a leading data and analytics company.GlobalData said e-commerce payments in Indonesia is expected to increase 22% annually between 2021 and 2025 and will reach $53.8 billion (IDR753.8trillion) by 2025.More Indonesians than ever are shopping online.Wearesocial and Hootsuite's report mentions that Indonesia has 138.1 million people who have shopped online before.
A large number of e-commerce users in Indonesia is a potential target market, indicated by more and more online shops popping up in Indonesia.This condition led to intense competition among them for customers'.As of the first quarter of 2022, the Indonesian ecommerce Tokopedia ranked first among the most clicked e-commerce sites in Indonesia, with more than 157 million clicks.This was followed by Shopee and Lazada.However, e-commerce customer in Indonesia has shown very low loyalty according from number of visitors that significantly changed for each ecommerce.We could see in Lazada according to Yun and Good [17] Lazada had the most visitors in 2017 for every quarter and the highest number in the fourth quarter 2017 (131.848.00 visitors), but the number of visitors was decreased on third quarter of 2018 for about 72.39% (36.405.200 visitors).Shopee as new ecommerce was always in the bottom three for the number of visitors in 2017 but was increasing rapidly for the third and fourth quarter in 2018, leaving Lazada's behind.This could happen due to intense competition on e-commerce industry so it's not easy to maintain customers' or visitors [17].Competition in e-commerce Indonesia is increasing rapidly.Every ecommerce offers a better service and more "user friendly" for customers'.This aims to attract customers' loyalty and winning the market.There are products [3], prices [15], trust [16], innovation and customers' satisfaction [16].
According to Silviana, Rofiaty and Puspaningrum [13] Tokopedia in 2019 had a top position in e-commerce services in Indonesia, then in the second quarter of 2020 Tokopedia took the second place.However, in the first quarter of 2021 Tokopedia was again one of the most desirable e-commerce in Indonesia.Speed of changes to e-commerce business map was caused by increasing in innovative and creative approach to product development.Customers' satisfaction is very important meaning for the company to maintain its business continuity as well as the continuity of its business activities.Satisfied customers are customers' who are satisfied with the products and services provided by company, so they have a desire to promote it to anyone they know from their experience using ecommerce.
Usmed, Yuliani, and Hidayat [1] said customers' experience has positive and significant effect on e-commerce satisfaction, this result is also supported by research from Zaid and Patyawati [18] which said that customers' experience has positive and significant effect on customer satisfaction.This study aims what's driving the largest e-commerce in Indonesia through their innovation and the service quality given from the ecommerce towards the customers' experience.Successful experience at an ecommerce can be interpreted as a customer experience.Customer experience is a form of buying experience at an e-retailer which is used as material for consumer evaluation in continuing or not purchasing at an e-retailer [18].Hadiantini and Hendrayati [6] also state that customer experience is the customer feedback internally and subjectively as a result of interaction directly or indirectly with the company.
Today's customers' needs are changing rapidly, which is reflected in the shortening of product/service lifecycles.Innovation can solve this.Through continuous innovation, companies can improve their products and services to meet the needs of their customers'.Customers' are happier when they feel their needs are being met.Moreover, if each of these customer turnovers can be consistently met by the service his provider through innovation to continue using the service is created or increased.Nemati, Khan,and Iftikhar [9] investigated the impact of innovation on customer satisfaction and reported that innovation has a positive impact on customer satisfaction in the mobile industry.Kurniawan,Nirwanto and Firdiansjah [8] also reports that innovation has a positive impact on customer satisfaction, not only in the Internet service provider industry, but also in the retail industry.
Hence, the impact of e-commerce innovation on customer satisfaction mediated by customer experience is still largely unaddressed in the literature.However, based on some of the research above, this study develop hypothesis for e-commerce innovation has a positive impact affected customer satisfaction through customer experience as mediating variable.

Hypothesis 1: E-commerce innovation has a positive impact on customers' experience.
Online customers' have different characteristics than traditional service customers.Online customers' have the convenience of comparing multiple online services his providers at the same time, thus making online customers' more sensitive to the service system offered.If the service they use experiences a process failure, they become frustrated and quickly switch to another e-commerce.Several studies have attempted to identify the relationship between e-service quality and customer satisfaction.
According to Desara and Hidayat [2] the quality of website services defined by consumer feelings about service levels while browsing on the web site, place an order, make a payment or interact with the online store.If the quality of services provided to customers are good, then customers will be satisfied and it will lead to a good customer experience.Hadiantini and Hendrayati [6] said that customer experience is a stimulating cognitive recognition or perception of customer motivation.The worth of goods and services may rise because of this acknowledgment or perception.Customer contacts with e-commerce, both physically and emotionally, lead to customer experience.
Therefore, this study examines whether e-commerce service quality has positive impact on customer satisfaction and customer experience act as a mediating variable in the relationship between e-commerce service quality and customer satisfaction.Hypothesis 2: E-commerce service quality has a positive impact on customer experience.
Building a customer experience will have a direct impact on creating customer satisfaction.In the e-retailing business, customer experience has an influence on customer satisfaction.According to Quach et al. [11] said customers' who have good customer experience will have a positive impact on customer satisfaction.According to Tyrväinen,et al. [14] customer experience involves the customer's cognitive, affective, emotional, social, and physical responses during its journey, thus giving rise to customer satisfaction.This is supported by the research from Dewi, Nur and Nugroho [4], Nobar and Rostamzadeh [10] that state a customer experience affects customer satisfaction.The use of experience is part of customer experience, as everything that occurs at every stage in the customer cycle before the purchase to after the purchase and may include the interactions that go beyond the product.Therefore, based on this explanation, this hypothesis is created.Hypothesis 3: Customer Experience has a positive impact on Customer Satisfaction.

METHODS
This research uses a quantitative approach to descriptive analysis.The population in this research is individual that lives in Indonesia and already made purchases at e-commerce in Indonesia, for example Tokopedia, Bukalapak, Lazada, Shopee, etc.The samples used are 284 respondents.
The sample size determination method is by using Isaac and Michael due to unknown population size.Then, convenience sampling is also used as the sampling technique in this research.The researchers create an electronic questionnaire using Google Forms and distributed it through Online Messaging Applications (WhatsApp, Line, Instagram, Telegram, etc.) to Circles of friends, family, Communities, and some relatives.This study used application called SmartPLS 3 for analyzing the questionnaire data.
There are twenty five variables in this research.All indicators were adapted from the previous research and measured using 1-5 Likert scale.Four indicators of e-commerce innovation, seven indicators of e-service quality, three indicators of customer satisfaction and four indicators of customer loyalty adapted from Rahman et al. [12].Also, seven indicators of customer experience adapted from Zaid and Patwayati [18].
The data was analyzed and presented into two perspectives.The first perspective, the researchers presented the demographic profile of respondents.This study used frequency and percentage to show the data analysis results of demographic profile.The second perspective, the researchers presented the questionnaire items for explaining the performance of customer that using ecommerce.This study used construct validity and reliability test to determine whether the items from the questionnaire are valid and reliable, by using outer loadings test, construct reliability validity and discriminant validity.If the result meets the requirements for convergent validity (outer loadings > 0.5, AVE (Average Variance Extracted) > 0.5) researchers can conclude the item in questionnaire are reliable for the study.After that researchers will conduct Collinearity Statistic (VIF), R-Square, and Bootstrapping.

RESULT AND DISCUSSION
The result provides an interpretation of demographic profile of respondents of conceptual variables.After the demographic profile analysis, the theoretical construct is measured statistically.The demographic profile of respondent's information includes such as ages, occupation, most visited ecommerce (5 months) and monthly spending on e-commerce.
Table 1.Describes demographic profile of the respondent.Based from 284 data, 47.2% of the respondents were women and 52.8% were men.The most criteria of respondents were at the age of 26-30 years is by 31.7%.For the occupation of respondents most dominated by private employees as much as 55.3% with the most income being at 4-10 million rupiah, which is equal to 43.7%.The most visited e-commerce is Shopee which is 35.9% and with an average spending on e-commerce that is between 1 million to 5 million rupiah is 38%.
Table 2. Explains the outer loadings, where the outer loadings serve as a test for the validity and reliability of the questionnaire items given to respondents.Hair et al. [7] explains that the value of outer loadings must be greater than > 0.5.Based on the results of the analysis using Smart PLS 3 software, it was found that some of the questionnaire items had outer loadings values that were smaller than <0.5.To make the outer loadings values matched the existing standards is by eliminating some of the questionnaire items and got the outer loadings value which is greater than > 0.5.Table 3. describes variables and the indicator's reliability and validity by using Smart PLS 3 Construct Validity and Reliability testing, the AVE (Average Variance Extract) if the value is greater that > 0.7 is considered very good, but if greater and close to 0.5 is acceptable [5].From the table below we could analyze that the value of AVE (Average Variance Extract) has 2 variable greater than >0.5 and 2 variables <0.5, from the explanation it can be concluded that the variable and indicator used in this research is still acceptable.According to R-Square value on Table 6, Customer Experience has R-Square value of 0.139 if converted to percentage is about 13.9%, that means Customer Experience as mediating variable is only affected about 13.9% by the independent variable.Also, Customer Satisfaction has R-Square value of 0.036 if converted to percentage is 3.6%, that means Customer Satisfaction as Dependent Variable is only affected about 3.6% of both Independent and Mediating Variable.This value is considered weak.Hypothesis testing was carried out using the Bootstrapping method with a sub-sample of 5000 and the following data was obtained.It can be seen that hypothesis 1 has a P-Value of 0.001, hypothesis 2 has a P-Value of 0.000, hypothesis 3 has a P-Value of 0.000.Based on this value it can be explained that the hypothesis can be accepted if the P-Value < 0.05.So, all of the hypothesis 1, 2, and 3 can be accepted.Based on the demographic profile, 108 out of 284 customers tend to spend 1 million to 5 million Rupiah on ecommerce.This means that in today's digital era, digital service providers provide all the convenience and speed.However, due to the large number of digital service providers, to increase competitive advantage, service providers must have advantages so that they can compete in obtaining customer satisfaction and experience.So that business processes can continue.
The results of this study, viewed from the R-Square results as much as 13.9% of e-commerce innovation and ecommerce service quality affect customer experience and only 3.6% of e-commerce service quality, e-commerce innovation and customer experience affect customer satisfaction.The value on this analysis is considered weak, this may indicate that the variables of e-commerce innovation and e-commerce service quality cannot affect customer satisfaction mediated by customer experience.It can be interpreted that the influence of customer experience is not seen significantly in the ecommerce industry, but based on the hospitality industry, research conducted by Nobar and Rostamzadeh [10] shows that customer experience greatly influences customer satisfaction.
But when analyzed based on Hypothesis Testing, Hypothesis 1 shows that H1 is supported.This means that the more innovations offered by e-commerce, the customer experience will increase.
Innovation in e-commerce can be in the form of ease of payment, attractive promos and ease of accessing web pages from e-commerce which will make the customer experience even better and this will support a positive impact on ecommerce.
In Hypothesis 2, namely ecommerce service quality has a positive impact on customer experience.Based on the results of the analysis, this hypothesis is accepted with a P-Value <0.05.This can be interpreted that the effect of ecommerce service quality has a positive impact on customer experience, this is in accordance with research conducted by Hadiantini and Hendrayati [6] which states that e-commerce service quality can evoke customer experience, so customers will feel happier if their experience using e-commerce is very good.
Hypothesis 3, namely customer experience has a positive impact on customer satisfaction.In the results of the analysis of the hypothesis test, it can be seen that the P-Value is 0.001 and the T-Statistics is 3.073.From these results it can be concluded that this hypothesis is accepted, this is also in accordance with the research conducted by Dewi, Nur and Nugroho [4], Nobar and Rostamzadeh [10] where in their research it was stated that customer experience affects customer satisfaction.The experience of using ecommerce is part of customer experience, as everything that occurs at every stage in the customer cycle before the purchase to after the purchase and may include the interactions that go beyond the product.

CONCLUSIONS
From the demographics of respondents, it discovered that the ratio of gender that using e-commerce is nearly equal and researchers found that the respondents are highly educated, college student or work as professional employees.Also, mostly respondents tend to spend on e-commerce is between 1 million to 5 million rupiah with the most visited e-commerce is Shopee.According to the most visited e-commerce, why is Shopee the most frequently visited ecommerce by respondents, this is because Shopee prioritizes their customers so that customers have a good experience when shopping at Shopee, Shopee also uses hyper-localized activities to determine the market behavior, so that the products showed are attractive.The customer experience in using e-commerce is also strongly influenced by the innovations provided by e-commerce such as shopping using applications via the user's smartphone, application and website designs that are attractive and easy to understand, have lots of promotions, free shipping, discounts and ease of making payments can directly affect the customer experience in using e-commerce.Various innovations must be supported by good service quality, such as fast and agile customer service.If the customer experience is good and fulfilled, customer satisfaction with e-commerce will also increase.
This study uses several independent variables, one mediating variable and one dependent variable.Among them for the independent variables are e-commerce innovation and e-commerce service quality, then as the mediating variable is customer experience and as the dependent variable is customer satisfaction.The results of the questionnaire were analyzed using the PLS-SEM (Structural Equation Modeling) method.Because this research only focuses on the customer side, it is better if future research can be done on the seller side by adding several independent variables and moderating variables.