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.

Recently, the diffusion of the Internet as a retail and distribution channel has undergone a great growth. This paper presents an empirical investigation on the effects of gender differences on online buying. The study explored gender differences among 13 factors concerning the internet buyer. With regard to factors and consistent with Hypothesis and sub hypothesis, differences were detected across genders using t-student tests and the findings were in alignment with the ANOVA test. For data collection and final testing of the E-SAT model a questionnaire was designed and distributed among 100 randomly people who resided in Iran. The analysis show that merchandising, security and company items gained more scores for men than women in online shopping.