Factors Influencing Customer's Satisfaction and Impact to Customer Purchase Intention in Indonesia's Online Marketplace

The study in this paper possess a purpose to explicate an extensive model regarding the factors influencing satisfaction and the impact of customer purchase intention particularly in Indonesia's online marketplace with all the occurring problems and phenomenon related to security breach that possibly affecting customer satisfaction and purchase intention. Through previous researches and studies on related topics and connecting supporting variables, a conceptual framework model was designed as a guidance on conducting further study on costumer's purchase intention in online shopping platform, particularly in Indonesia. A total of eleven hypothesis were made for this research, connecting 5 variables from similar researches. The survey was conducted by using Google Form quantitatively to 407 registered users in Indonesia that uses online marketplace, who is highly dependent upon the knowledge and experienced in online shopping, the collected data was analysed and processed using Bootstrapping and PLS through SmartPLS. The result of discriminant, convergent validity and path analysis were discovered that one out of four hypotheses was not accepted. Furthermore, all of limitations still needed to be researched for future studies, including sample of geographical and theoretical foundation limitation.