Factor affecting user satisfaction in agricultural e-commerce applications: Facing the new normal


  • Alfa Nursyamiza Nusifera IPB School of Business
  • Mukhamad Najib IPB University
  • Kirbrandoko Kirbrandoko Ibn Khaldun University




Agricultural e-commerce, satisfaction, loyalty


Agricultural E-Commerce with a retail business model has a big challenge to become an alternative sales distribution of agricultural products. Consumer satisfaction and loyalty can be a strategy for companies to maintain and increase sales. The purpose of this study was to analyze the users of agricultural e-commerce application characteristics and variables that affect customer satisfaction and loyalty. It was conducted by a survey in the Greater Jakarta area, Indonesia. Research data were collected using a questionnaire with a convenience sampling method to 170 respondents. The majorities of respondents were women with an age range of 20-30 years. Structural Equation Modeling (SEM) results show that there is a significant influence between information quality, design, response, security, delivery on satisfaction, and satisfaction with loyalty. On the other hand, there is no significant difference between ability, payment, user service, and satisfaction. Companies can create loyalty programs to increase product purchase retention in agricultural e-commerce.


Alwafi, F., & Magnadi, R.H. (2016). Pengaruh persepsi keamanan, kemudahan bertransaksi, kepercayaan terhadap toko dan pengalaman berbelanja terhadap minat beli secara online pada situs jual beli tokopedia.com. Diponegoro journal of management, 5(2),1-15.

Andarwati, S.R., & Sankarto, B.S. (2008). Pemenuhan kepuasan penggunaan internet oleh peneliti badan LITBANG pertanian di Bogor. Jurnal Perpustakaan Pertanian, 14(1), 10-17.

Arikunto, S. (2010). Prosedur Penelitian Suatu Pendekatan Praktik. Jakarta, ID: Rineka Cipta.

Ayyash, M. M. (2015). Identifying information quality dimensions that affect customers the satisfaction of e-banking services. Journal of Theoritical and Applied Information Technology, 82(1), 121-130.

Bhaskar, P.P., & Kumar, P. (2015). E-loyalty and e-satisfaction of e-commerce. International Journal in Management and Social Science, 3(11), 489-498.

Chen, F., & Wu, J. (2017). Knowing more about people ordering food online. [Thesis]. Jonkoping, SE, Jonkoping University.

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.

Das, K., Gryseels, M., Sudhir, P., & Tan, K.T. (2016.) Unlocking Indonesia’s digital opportunity. McKinsey Indonesia Office.

Deloitte. (2014). Deloitte consumer review: the growing of consumers. http://emprenderioja.es/files/recurso/uk-cb-consumer-review-edition-8.pdf

Deloitte. (2017). Deloitte Consumer Insights: Embracing bricks and clicks in Indonesia. https://www2.deloitte.com/content/dam/Deloitte/sg/Documents/consumer-business/sea-cip-deloitte-consumer-insights-embracing-bricks-and-clicks-in-indonesia.pdf

Dharmesti, M.D.D., & Nugroho, S.S. (2012). The Antecedents of online customer satisfaction and customer loyalty. Journal of Business and Retail Management Research, 7(2), 1-12.

Farag, S., & Lyons, G. D. (2007). Conceptualizing barriers to travel information use. In the 39th Annual Universities Transport Study Group Conference. Harrogate, UK. Retrieved from http://eprints.uwe.ac.uk/9798/

Fatikasari, C.D. (2018). Pengaruh persepsi keamanan, persepsi privacy, dan brand awareness terhadap kepercayaan konsumen online dengan kepuasan sebagai variabel mediasi (studi pada pengguna media sosial instagram di yogyakarta). Jurnal Manajemen Bisnis Indonesia, 2(4), 137-149.

Floh, A., & Koller, M., Zauner, A. (2013). Taking a deeper look at online reviews: The asymmetric effect of valence intensity on shopping behaviour. Journal of Marketing Management, 29(5-6), 646-670.

Gajic, N., & Booklaky, M. (2015). Impact of Technical Support on Customer Satisfaction: Case of Automotive Paint. Sage journal, 1(4), 1-19

Hair, J.F., Bush, R.P., & Ortinau, D.J. (2010). Marketing Reseach Within a Changing Information Environment. New York, NY: McGraw-Hill Companies.

Henseler, J., Ringle, C.M., Sinkovics, R.R. (2009). The Use of Partial Least Squares Path Modeling in International Marketing. New Challenges to International Marketing Advances in International Marketing, 2, 277–319.

Hidayati, N., & Harimurti, F. (2017). Pengaruh faktor yang memengaruhi kepuasan pengguna e-filling. Riset akutansi dan keuangan, 2(2), 156-164

Humphrey, D.B. (2001). Payment Systems: Principles, Practice, and Improvements. Washington DC, US: The World Bank.

Jin, B., & Park, J. Y. (2006). The moderating effect of online purchase experience on the evaluation of online store attributes and the subsequent impact on market response outcomes. Advances in consumer research, 33(4), 203-211.

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

Katadata. 2018. Penjualan E-Commerce Indonesia Mencapai US$ 16 Miliar. https://databoks.katadata.co.id/datapublish/2018/02/12/2022-penjualan-e-commerce-indonesia-mencapai-rp-16-miliar.

Khan, A. G. (2016). Electronic commerce: A study on benefits and challenges in an emerging economy. Global Journal of Management and Business Research: B Economics and Commerce, 16(1), 18-22. Online ISSN: 2249-4588

Kim, J., & Park, J. (2005). A consumer shopping channel extension model: attitude shift toward the online store‖. Journal of Fashion Marketing & Management, 9(1), 106 –121.

Kim, S., & Stoel, L. (2004). Apparel retailers: Website quality dimensions and satisfaction. Journal of retailing and consumer services, 11(2), 109-117.

Kotler, P. 2010. Manajemen Pemasaran. Jakarta, ID: Erlangga.

Kotler, P., & Keller, K.L. (2009). Manajemen Pemasaran. Jakarta, ID: Erlangga

Kusuma, A.P., & Prasetya, K.A. (2017). Perancangan dan implementasi e-commerce untuk penjualan baju online berbasis android. Jurnal Ilmiah Teknik Informatika, 11(1). https://doi.org/10.35457/antivirus.v11i1.194.

Lackermair, G., Kailer, D., & Kanmaz, K. (2013). Importance of online product reviews from a consumer’s perspective. Advance in Economics and Business, 1(1), 1-5.

Liu, X., He, M., Gao, F., & Xie, P. (2008). An Empirical Study of Online Shopping CustomerSatisfaction in China: A Holistic Perspective. International Journal of Retail & Distribution Management, 36(11), 919–940. doi:10.1108/09590550810911683.

Lupiyoadi, R.H.A. (2011). Manajemen Pemasaran Jasa. Jakarta, ID: Salemba Empat.

Mahmood, S. M. F. (2016). E-commerce, online shopping, and customer satisfaction: an empirical study on e-commerce system in Dhaka. International Journal of Entrepreneur ship and Development Studies, 4(3), 323-338.

Manoppo, C. A., & Abdurachman, E. (2009). Analisis atribut pemasaran pada beberapa restoran cepat saji di Jakarta. Journal of Business Strategy and Execution, 2, 63-84.

Mardatilla, R., Kusyanti, A., & Aryadita, H. (2017). Pengaruh kualitas layanan terhadap kepuasan, kepercayaan dan loyalitas pelanggan pada e-commerce (studi kasus: berrybenka). Jurnal Pengembangan Teknologi Informasi dan Ilmu Komputer, 1(12), 1822-1833.

Marx, N. J. M. M., & Erasmus, A. C. (2006). An evaluation of the customer service in supermarkets in Proteria East, Tshwane Metropolis, South Africa. Journal of Family Ecology and Consumer Sciences, 43, 56-68.

Moenir, A.S. (2010). Manajemen pelayanan umum di indonesia. Jakarta, ID: Bumi Aksara.

Mohammad, M., Ismail, W. Z. W., & Salim, N. A. M. A. (2015). E-commerce service quality on customer satisfaction, belief, and loyalty: a proposal. Mediterranean Journal of social Sciences, 6(2), 260-268.

Musfar, T.F., & Vivi, N. (2012). Pengaruh experiential marketing terhadap customer loyalty pada pelanggan restoran koki sunda di pekanbaru. Jurnal ekonomi, 20(4), 41-49.

Nijjer, R. (2020). Today’s e-commerce customer loyalty: designing programs for growth. https://www.mytotalretail.com/article/todays-e-commerce-customer-loyalty-designing-programs-for-growth/

Oresanya AJ, & Oresanya TJ. 2016. Attitude of students towards online shopping of agricultural products in selected tertiary institutions in Ogun state, Nigeria. Journal of Agricultural Extension. 20(1): 121-131. Http://dx.doi.org/10.4314/jae.v20i1.10

Permani, R. (2020). Reflections on agriculture and its role. https://www.thejakartapost.com/academia/2020/04/21/reflections-on-agriculture-and-its-role.html

Putra, J. I., & Octavia, D. (2017). Analysis of factors influencing consumer satisfaction online shopping in the province of java. Jurnal manajemen Indonesia, 17(2), 103 – 111.

Rachman, M., & Safri, I. (2018). Analisis kualitas pelayanan pada pizza hut sudirman pekanbaru riau. Jurnal valuta, 4(1), 40-56.

Rangkuti, F. (2011). Riset Pemasaran. Jakarta, ID: PT Gramedia Pustaka.

Rasli, S., Khairi, N., Ayathuary, H., & Sudirman, M. S. (2018). The impact of e-business website quality on customer satisfaction. Journal of Theoretical and Applied Information Technology, 97(2), 102-112.

Salehi, M., Mirzaei, H., Aghaei, M., & Abyari, A. (2012). Dissimilarity of emarketing vs traditional marketing. Conference: 2012 IEDRC Singapore Conferences, 2(1), 384-389.

Semejin, J., Van, R.A.C.R., Van Birgele, M.J.H., & Streukens, S. (2005). E-services and Offline Fulfillment: How e-Loyalty is Creatd. Managing Service Quality, 15(2), 182–95.

Shanka, V., Smith, A.K., & Rangaswamy, A. (2003). Customer Satisfaction and Loyalty in Online and Offline Environment. International Journal of Research in Marketing, 20(2), 153-175.

Soemanto, W. (1998). Psikologi Pendidikan. Bandung, ID: Rineka Cipta.

Szymanski, D.M., & Hise, R.T. (2000). E-Satisfaction: An Initial Examination. Journal of Retailing, 76(3), 309-322.

Teviana, T., Ginting, P., Lubis, A.N., & Gultom, P. (2017). Antecedents of tourism destination image and customer satisfaction in tourism industry. European research studies journal, 20(3), 435-445.

Tjiptono, G. (2000). Manajemen jasa. Jakarta, ID: Andi Offset.

Tsoukatos, E., & Rand, G.K. (2006). Path Analysis of Perceived Service Quality, Satisfaction and Loyalty in Greek Insurance. Managing Service Quality, 16(5), 501–19.

Vuuren, T. V., Lombard, M. R., & Tonder, E. V. (2012). Customer satisfaction, trust, and commitment as predictors of customer loyalty within an optometric practice environment. Southern African Business Review, 16(3), 81-96.

Yashinta, A. (2017). Model Bisnis E-commerce produk pertanian (studi kasus pada PT. Limakilo maju bersama petani). Jurnal Manajemen dan Bisnis, 14(2).