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Growing Science » International Journal of Data and Network Science » Dominant factors influencing consumer satisfaction with the online purchase decision process through social commerce: A study of organic black rice in Indonesia

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International Journal of Data and Network Science
ISSN 2561-8156 (Online) - ISSN 2561-8148 (Print)
Quarterly Publication
Volume 7 Issue 2 pp. 833-846, 2023

Dominant factors influencing consumer satisfaction with the online purchase decision process through social commerce: A study of organic black rice in Indonesia Pages 833-846 PDF Download PDF

Authors: Kuswarini Kusno, Yosini Deliana, Lies Sulistyowati, Rita Komaladewi, Dini Rochdiani, Lucyana Trimo

📋 Author Affiliations:
K. Kusno ORCID 1, Y. Deliana ORCID 1, L. Sulistyowati ORCID 1, R. Komaladewi2, D. Rochdiani1, L. Trimo1
1 Agricultural Social-Economics Department, Faculty of Agriculture, Universitas, Padjadjaran, Sumedang, 45363, Indonesia
2 Faculty of Economics and Business, Universitas Padjadjaran, Sumedang, 45363, Indonesia
doi 10.5267/j.ijdns.2023.1.005
6 Source: Scopus
Crossref 8 Source: CrossRef

🔑 Keywords: Online consumer behavior, Satisfaction with online purchase decision process, Social commerce, Online marketing, Organic black rice

Abstract: The rapid increase in social media users in Indonesia has caused organic black rice (OBR) to be traded online via social commerce (s-commerce). OBR is an environmentally friendly functional food that meets the requirements for sustainable agricultural products. Unfortunately, in Indonesia the demand is still low, so some producers are reluctant to continue the OBR business. Therefore, it is important to study consumer satisfaction. Previous studies have primarily focused on satisfaction with choices and results of the decision process, not satisfaction with the decision process. Satisfaction in the perspective of the decision process has not been widely studied. This paper aims to identify the dominant factors that influence satisfaction with the online OBR purchase decision process via s-commerce. The research design is quantitative with a survey technique of 200 online consumers drawn by stratified random and convenience sampling. Data analysis using Exploratory Factor Analysis and Path Analysis. The results showed that the dominant factors were security in purchasing decisions, Instagram and other social media, friends, satisfaction with the results, Internet, references of friends and family as well as consideration of product taste and aroma, attractiveness, and disease treatment. These eight dominant factors can be used as important considerations in online OBR business through s-commerce.


How to cite this paper
APA: Kusno, K., Deliana, Y., Sulistyowati, L., Komaladewi, R., Rochdiani, D & Trimo, L. (2023). Dominant factors influencing consumer satisfaction with the online purchase decision process through social commerce: A study of organic black rice in Indonesia. International Journal of Data and Network Science, 7(2), 833-846.
Chicago/Turabian: Kusno, K., Deliana, Y., Sulistyowati, L., Komaladewi, R., Rochdiani, D & Trimo, L. 2023. "Dominant factors influencing consumer satisfaction with the online purchase decision process through social commerce: A study of organic black rice in Indonesia." International Journal of Data and Network Science 7, no. 2 (2023): 833-846.
AMA: Kusno, K., Deliana, Y., Sulistyowati, L., Komaladewi, R., Rochdiani, D & Trimo, L. Dominant factors influencing consumer satisfaction with the online purchase decision process through social commerce: A study of organic black rice in Indonesia. International Journal of Data and Network Science. 2023;7(2):833-846.

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📚 Journal: International Journal of Data and Network Science | 📅 Year: 2023 | 📖 Volume: 7 | 📄 Issue: 2 | 👁️ Views: 1783 | 📊 Crossref: 8

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