Analysis of Information Quality, Trust and Satisfaction on

Customer Participation (Case Study on Customer Online

Shop Shopee in Rantauprapat)
Auliya Fadhillah1, Yuniman Zebua2, Yudi Prayoga3
1,2,3
Faculty of Economics and Business, Universitas Labuhanbatu, Indonesia
[email protected], [email protected], [email protected]

Abstract Keywords
information quality; trust;
Online shopping can be accessed through digital applications
known as e-commerce applications. One of e-commerce the well- customer satisfaction;
known in Indonesia is shopee. The main purpose of this research is customer participation.
to determine the factors that influence the variables of Information
Quality, Trust, Satisfaction with Customer Participation in Shopee
Online Shop Customers in Rantauprapat. This study uses non-
probability sampling method with accidental sampling technique,
and statistical data processing in the form of processing validity
and reliability, normality testing, multiple linear regression,
simultaneous test (F test), partial test (T test) and test coefficient of
determination with the number of respondents as many as 100
customers. The results of this study indicate that partially
Information Quality, Trust and Satisfaction have a significant
effect on customer participation. Simultaneously, the variables of
Information Quality, Trust and Satisfaction have an effect on
Customer Participation in Shopee Online Shop Customers in
Rantauprapat.

I. Introduction

Economic growth and technological developments in Indonesia are developing very

rapidly, it can be seen by the increasing number of internet users. Internet can provide
convenience for its users so that users can access the internet anywhere and anytime. The
rapid growth of the internet in Indonesia is also published in a news article which states that
based on the results of the Indonesian Polling study in collaboration with the Indonesian
Internet Service Providers Association (APJII), it is stated that the penetration survey for
internet users in Indonesia from 2019 to quarter II in 2020 has increased. . Based on the
survey results, the number of internet users has increased to reach 196.7 million users in
2020, the number of internet users in Indonesia is 73.7 percent (APJII, 2020).
The increasing number of internet users in Indonesia has made the growth of electronic
commerce or often called e-commerce (electronic commerce). E-commerce is a term used for
shopping activities accessed through an online-based internet network. The internet plays a
very important role in supporting the development of e-commerce, especially in increasing
buying and selling transactions. Currently, many business actors have switched to using e-
commerce with the marketplace model as a medium to market their products. E-commerce
applications are used by the public as a new online-based shopping platform so that buyers
don't need to come to the store, they just have to “click” on the e-commerce application
(Kangean & Rusdi, 2020). Because e-commerce applications that are most widely used in
Indonesia also attract buying and selling sites such as Bukalapak, Blibli, Lazada, Sociolla,
Tokopedia, Orami, Bhinneka, Ralali, JD.ID, Shopee and others.

______________________________________________________________
DOI: https://doi.org/10.33258/birci.v4i2.2010 3039
 Budapest International Research and Critics Institute-Journal (BIRCI-Journal)
Volume 4, No. 2, May 2021, Page: 3039-3051
e-ISSN: 2615-3076 (Online), p-ISSN: 2615-1715 (Print)
www.bircu-journal.com/index.php/birci
email: [email protected]

Source: iPrice, 10 February 2021

From the graph above shows that the most e-commerce visits in Indonesia are shopees,
with a total visitor data of 129.3 million people. Then followed by e-commerce Tokopedia,
Bukalapak, Lazada, Blibli, Orami, Bhinneka, Ralali, JD.ID and Sociolla. Shopee is an e-
commerce made by Chris Feng that is able to dominate mobile applications by maintaining
its first position as the most popular shopping application on the visiting data platform in
2021 (iPrice, 2021) in (Bayu & Ridhoi, 2021).
Shopee is an electronic trading platform for buying and selling online easily and
quickly. Shopee comes in the form of a mobile application and website to make it easier for
its users to carry out online shopping activities. Shopee is an e-commerce company
originating from Singapore under the auspices of the Garena company. Shopee started to
enter Indonesia on December 1, 2015. Shopee became e-commerce with the number of
transactions in the first place with the largest number of website visitors in Indonesia. During
the fourth quarter (per month of October to December) 2020, the average monthly visit to
Shopee was recorded at 129.3 million. This makes shopee ranks first in Indonesian e-
commerce after shifting the popularity of Tokopedia with the first order transactions in the
first quarter (per January to March) 2019 (Kangean & Rusdi, 2020). Shopee is an e-
commerce application that serves online buying and selling transactions containing various
kinds of goods and services. Products sold range from clothing, cosmetics, mobile devices,
and all kinds of other goods. In addition, Shopee can also be used to purchase pulses,
electricity tokens, meal vouchers, and others.
From the phenomenon that occurs, it can be seen that the Shopee site as an online
buying and selling site is able to rank first by beating the popularity of the Tokopedia buying
and selling site, and what's interesting about this problem is how the strategies Shopee must
do to stay afloat in increasing customer participation in deciding to buy so that it remains the
number one buying and selling site in Indonesia and cannot be shifted by other e-commerce.
The ease of shopping online makes everyone flock to shop according to individual and
group needs. But some results from interviews and interviews with e-commerce customers
are a problem that makes people afraid to shop online. This fear stems from mismatched

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goods information, incorrect delivery of goods on time, to items that don't arrive. This is what
makes it problematic to participate in online shopping.
The thing that keeps consumers in mind is their level of trust in sellers on the internet.
Without the trust of the customer, a transaction is unlikely to occur. Therefore, building trust
from customers is something that must be done by sellers because without trust, it is difficult
for a business to run. Customer participation in shopee e-commerce trust is still in doubt due
to several obstacles that occur in the field. According to (Satisfaction et al., 2020) argues that
after consumers buy these products consumers can be satisfied or dissatisfied and engage in
post-purchase behavior. Customer satisfaction will appear when the goods are ordered
according to their wishes.
Customer participation in always using e-commerce will grow well if sellers are able to
maintain the trust that has been given by consumers. With this, e-commerce companies must
maintain existing customers by fostering a sense of satisfaction for every customer who will
continue to participate again using Shopee e-commerce. Therefore the authors are interested
in making a study entitled "Analysis of Information Quality, Trust, and Satisfaction with
Customer Participation (Case Study at Shopee's Online Shop in Rantauprapat).

II. Review of Literature

2.1. Quality of Information

According to (Gunawan & Ayuningtiyas, 2018), the information presented in the
online shop should include information related to products and services available in online
shopping. This information should be useful and relevant in predicting the quality and
usefulness of products and services. To be able to satisfy the information needs of online
consumers, product and service information must be up-to-date, so that it can help online
buyers make decisions, be consistent and easy to understand. Quality of information, namely
customer perceptions of the quality of information about products or services provided by the
site, the more quality information provided to quality online buyers, the higher the interest of
online buyers to buy these products (Ikhsan & Krisnadi, n.d.). According to (Rachmawati et
al., 2019) information is data that has been processed into a form that has meaning for the
recipient and has real value and is felt for current decisions or future decisions, how much
information about products and services is useful and relevant for online shoppers in
predicting.

2.2. Trust
According to (Shopping et al., 2021) the key to success in online business is trust
because with trust it will be very easy for businesses to keep consumers using the online
marketplace. Establishing online brand trust can also trigger consumers to want to make
purchases on the online marketplace. Trust is a very important factor to stimulate online
purchases. In addition, trust is also a way to deal with uncertainty faced by consumers.
Therefore it is important for companies to form brand trust in order to survive in the market.
According to (Ashghar & Nurlatifah, 2020) to get consumer loyalty, you must first earn their
trust. Consumer trust has been recognized in the marketing literature as an important factor
for successful business trading, as well as development and management for long-term
relationships (Japarianto & Adelia, 2020). Trust is a consumer factor in deciding to purchase
a product online (Harun & Ayu Salmah, 2020).

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2.3. Satisfaction
Customer satisfaction means the comparison between what consumers expect and what
consumers feel when using the product. When consumers feel the product's performance
equals or exceeds their expectations, it means they are satisfied. Conversely, if the product's
performance is less than expectations, it means they are not satisfied. Satisfaction According
to (Fikri et al., 2020) customer satisfaction is a measure of whether a product is good or bad
in meeting customer expectations. Satisfaction becomes an expectation after a purchase and
becomes the basis for fulfillment before reaching customer participation. According to
(Jufrizen et al., 2020), consumers are satisfied: they will make repeat purchases, increasing
the desire to make online purchases. There is a positive relationship between customer
satisfaction and repurchase intention. Consumers who are satisfied with online shopping
performance have an influence on re-purchase intentions. So that customer satisfaction has an
important effect on increasing repurchase intentions. According to (Latifah et al., 2020)
explaining that consumer satisfaction is influenced by trust in products so as to shape
consumer attitudes and behavior in making repeat purchases in e-commerce. The level of
satisfaction for every people is different (Syamsuri & Siregar, 2018). Siregar et al., (2020)
difines satisfaction as positive attitude or feeling positive for everything person received.

2.4. Customer Participation

Participation is a person's involvement in a particular activity. In the context of e-
commerce, participation is measured by the number of consumers making transactions.
Participation in e-commerce will grow well if sellers are able to maintain the trust that
consumers have given them. When consumers feel that the seller has properly maintained the
trust given, the consumer will be happy to continue to increase their participation. Even in
certain situations consumers will invite or notify their colleagues to participate in these
activities (Ridwan, 2019). Customer participation is something that affects the quality of
production results so that customer satisfaction can be achieved (Gunarso et al., 2020).
Participation does not only involve oneself physically, but also relates to other people,
giving rise to a sense of responsibility in community groups. Participation in the economic
sector, such as service providers and consumers, has various potential benefits. Consumers
have convenient access and service providers can benefit in the economic field. Participation
offers sharing opportunities in strengthening a business for the surrounding environment.
Meanwhile, customer participation in providing the right direction to build a business in
providing the best service. Thus, participation is a person's willingness to get involved so as
to produce success in many ways (Participation et al., 2020).

2.5. Analysis of the Quality of Information on Customer Participation

According to (Koentjoro et al., 2020) the quality of information greatly influences
consumers in deciding a purchase, the better the quality obtained by consumers, the more it
will increase as customer participation in purchasing the product. This can be seen in the ease
of information that helps consumers to compare the products they will buy so that consumers
are confident in making purchasing decisions. (Rendy Putra Pradwita et al., 2020) defines the
quality of information as the customer's perception of the quality of information provided by
a website. The more quality the information provided to online buyers, the higher the interest
of online buyers to buy the product. According to (Pratomo 2015) providing accurate
information will be able to reduce complaints that consumers provide. The quality of
information is the result of an information system in the form of the quality of the output of
an information, the better the quality of the information, the more appropriate purchasing

3042
decisions made by consumers, as well as information conveyed correctly, consumers can
make purchasing decisions more quickly.
Quality of service also plays an important role in attracting undergraduate graduates to
register. Arief (2007) states that customers are increasingly skilled in their requests and
increasingly demanding higher service standards. If the service quality felt by students during
the lecture is satisfactory, then directly or indirectly. (Fortunata and Toni, 2020)

2.6. Analysis of Trust in Customer Participation

Customer trust provides a more positive spirit for members of the virtual community in
recommending other community members not to worry (feel at risk) in making transactions
through e-commerce. Members who have a greater involvement experience in e-commerce
will have a lower feeling of the risk of transacting through e-commerce compared to
members who are less involved (Operator et al., 2018). Customer trust is an important factor
in recommending transactions via e-commerce. Customer trust has been proven to increase
customer participation in e-commerce. Trust positively influences the decision to shop online
because consumers believe that the company is able to carry out online activities (because of
competence) and can deliver the products purchased to consumers. If consumers trust the
online store provided by the company, this will allow them to increase their intention to make
purchases online (Ridwan, 2019). Customer participation can also be defined as actions and
activities that aim to influence customer input into the production and delivery of services to
increase positive outcomes and reduce negative consequences for service providers and
customers (Mustak et al., 2016).

2.7. Analysis of Satisfaction with Customer Participation

Customers feel satisfied from the experience they have felt and lead to customer
satisfaction. Customers who are satisfied with the service that has been received will make
these customers believe in the company and have high hopes that they will reuse the service
in the future. (Gultom et al., 2020) emphasize that there are many benefits received by
companies by achieving high customer satisfaction, one of which is customer participation.
According to (Satisfaction et al., 2020) argues that after consumers buy these products
consumers can feel satisfied or dissatisfied and can be seen in post-purchase behavior.
Satisfied customers buy products again, praise the products they bought in front of others,
draw little attention to competitors' brands and advertisements and buy other products from
the same company.

III. Research Methods

The object of this research is the Shopee online shop customers located in Rantauprapat
City, Labuhanbatu Regency, North Sumatra Province. The method used in this study is non-
probability sampling with accidental sampling technique. Because the population was taken
by chance using a questionnaire. According to Hair et al (2014), it was suggested that the
appropriate sample size ranged from 100-200 respondents. In this study, the number of
samples used was 100 respondents who felt that they were sufficient to represent the
population. Respondent collection cannot be done directly because of limited time and
distance. The data was collected online by distributing the questionnaire link using the google
form. Test instruments and to test research hypotheses using the SPSS Statistic 20 technique
as follows:

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 Table 1.Test Results of Validity and Variable Reliability
No Variables and Indicators Corrected Information Cronbach Information
Item-Total Alpha
Correlation
A Quality of Information Valid
(X1)
1 KI1 0,688 Valid
2 KI2 0,684 Valid 0,760 Reliabel
3 KI3 0,390 Valid
4 KI4 0,490 Valid
B Trust (X2) Valid
1 Trust1 0,683 Valid
2 Trust2 0,452 Valid
3 Trust3 0,739 Valid 0,855 Reliabel
4 Trust4 0,673 Valid
5 Trust5 0,818 Valid
C Satisfaction (X3) Valid
1 Satisfaction1 0,599 Valid
2 Satisfaction2 0,419 Valid 0,768 Reliabel
3 Satisfaction3 0,680 Valid
4 Satisfaction4 0,657 Valid
D Customer Partisipation Valid
(Y)
1 Parpel1 0,621 Valid
2 Parpel2 0,617 Valid
3 Parpel3 0,662 Valid 0,814 Reliabel
4 Parpel4 0,620 Valid
5 Parpel5 0,578 Valid
Source: Results of SPSS data processing, 2021 (Processed by Research)

Based on the table above, the test results of the validity and reliability test, a
measurement scale is said to be valid or invalid for an indicator if the Corrected Item-Total
Correlation value is greater than 0.361. To determine the reliability of each research variable,
a Cronbach Alpha value> 0.70 was used. So from all variables that 18 indicator items are
declared invalid because the Corrected Item-Total Correlation value is smaller than 0.361
while the others are valid, this can be seen from the Corrected Item-Total Correlation value
greater than the specified 0.361. Then a construct or variable is said to be reliable if the
Cronbach Alpha> 0.70. From the results in the table above, the reliability test shows that the
Cronbach Alpha value is greater than 0.70, so the question instrument is declared good or
reliable.

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 IV. Results and Discussion

4.1 Classic Assumption Test

Table 2. One-Sample Kolmogorov-Smirnov Test
Unstandardized
Residual
N 100
Normal Parametersa,b Mean 0E-7
Std Deviation 1.72329877
Most Extreme Differences Absolute .173
Positive .159
Negative -.173
Kolmogorov-Smirnov Z 1.732
Asymp Sig. (2-tailed) .005
a. Test distribution is Normal.
b. Calculated from data.
Source: Results of SPSS data processing, 2021 (Processed by Research)

In table 2. The normality test above, the results of the normality test of the residual data
are normally distributed

Table 3.Uji Multikolinieritas Coefficientsa

Colinearity Statistics
Model Information
Tolerance VIF
1 KI .631 1.584 Multicollinearity does
TRUST .486 2.057 not occur
SATISFACTION .488 2.050 Multicollinearity does
not occur
Multicollinearity does
not occur

a. Dependent Variable : PARPEL

In table 3.The Multicollinearity Test is actually the fact that is processed to create a
Multicollinearity Test with the tolerance number for all variables above 0.1 and the VIF
number is below 10, it can be concluded that if there is no relationship between the
independent variables used or there are no problems in the Multicollinearity Test.

3045
 Figure 1. Scatterplot Graph of Heteroscedasticity Test

From the output above, it can be seen that the distribution of the residuals is irregular
and the plot does not form a certain pattern. So it can be concluded that there are no
symptoms of heteroscedasticity in the regression model.

Table 4. Uji Autokorelasi Runs Test

Unstandardized
Residual
a
Test Value .38554
Cases < Test Value 49
Cases >= Test Value 51
Total Cases 100
Number of Runs 58
Z 1.412
Asymp. Sig. (2-tailed) .158

a.Median.

In table 4. Autocorrelation test that the processed information creates the Asymp value.
Sig. (2-tailed) obtained between above 0.05 (0.158), it can be concluded that the form of
regression does not have problems in the autocorrelation test.

3046
4.2 Simultaneous Test Results (Test F)
Table 5. Statistical Test Results F ANOVAa
Sum of df Mean F Sig.
Model Squares Square
1 Regression 215.994 3 71.998 23.509 .000b
Residual 294.006 96 3.063
Total 510.000 99
a. Dependent variable : PARPEL
b. Predictors : (constant), SATISFACTION, KI, TRUST

From table 5 above, the probability value of F sig is 0,000 (Sig 0,000 <∝0.05. Means
that H0 is rejected and accepts H1, so the result of the independent variables consists of:
information quality variable (X1), trust variable (X2), satisfaction variable ( X3) Towards the
dependent variable: customer participation variable (Y) Case Study on Shopee Online Shop
Customers in Rantauprapat.

4.3 Partial Test Result (t test)

Table 6. Results of the Equation Statistical Test Coefficientsa

Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta T Sig.

1 (Constant) 1.701 1.816 .936 .351

KI 0.450 .157 .280 2.869 .005
TRUST -.015 .127 -.013 -.119 .905
SATISFACTION .645 .155 .462 4.168 .000
a. Dependent variable: PARPEL

The statistical test results of the equation (T test) create a regression equation, namely:
Y = 1.701 - 0.450X1 + (-0.015) X2 + 0.645 + e_2 so that the Sig. Information Quality
variable 0.005 <0.05 and significant effect on the dependent variable Y customer
participation. Sig value. The trust variable 0.905 <0.05 has a significant and significant effect
on the dependent variable Y customer participation. As well as the Sig. The satisfaction
variable 0.000 <0.05 has a significant effect on the dependent variable Y Customer
participation in Shopee's online shop customers.

4.4 Coefficient of Determination

Table 7. Coefficient of Determination Model Summaryb
Adjusted R Std. Error of
Model R R Square Square the Estimate
1 .651a .424 .406 1.75002
a. Predictors: (Constant). SATISFACTION, KI, TRUST
b. Dependent Variable: PARPEL

Based on the results of the SPSS software output above, the R Square value is 0.424.
This shows that there is a strong relationship between information quality variables,
trustworthiness, satisfaction by simultaneously influencing customer participation by 42.4%
and the remaining 57.6% influenced by other factors.

3047
4.5 Analysis of Information Quality on Customer Participation
The results of research that have been processed by researchers through SPSS 20, the
results of this study indicate that partially it can be understood that the variable quality of
information has a positive and significant impact on customer participation. As shown in
table 6. The results of the statistical equation test if the number is Sig. variable information
quality 0.005 <0.05 affects and is significant on the dependent variable Y. Information
quality, trust, and satisfaction have a positive influence on customer participation in a case
study on Shopee Online Shop customers in Rantauprapat accepted. Accuracy in information
quality is characterized by the accuracy of information provided to consumers without giving
errors and being able to explain what is meant (Romla & Ratnawati, 2018). The results of this
study support previous researchers that have been carried out by Rohmah (2019) that the
responses of respondents in the questionnaire research that have been distributed to online
shop shopee customers prefer shopping on the site because shopees provide information that
consumers can accept with their expectations

4.6 Analysis of Trust in Customer Participation

Based on the results of research that have been processed by researchers through SPSS
20, the results of the study in a partial way can be understood that the variable of trust has a
positive and significant effect on customer participation. As shown in table 6. The results of
the statistical equation test if the number is Sig. information quality variable 0.905 <0.05
affects and is significant in the dependent variable Y. Information quality, trust, and
satisfaction have a positive influence on customer participation in a case study on Shopee
Online Shop customers in Rantauprapat accepted. Shopee consumers feel confident when
shopping because shopee provides information about every product that makes consumers
feel that it gives the impression of shopee's honesty in the online buying and selling system.
Trust can arise when consumers get certainty from the parties concerned or others, in this
case a testimonial of a product that has been purchased by other people (Istiqomah et al.,
2019). The results of this study support previous researchers conducted by Dwi (2019) who
stated that the higher the level of consumer confidence, the higher the level of customer
participation.

4.7 Customer Satisfaction Analysis of Participation

Based on the research results that have been processed by researchers through SPSS 20,
the results of the research in a partial way can be understood that the satisfaction variable has
a positive and significant effect on customer participation. As shown in table 6. The results of
the statistical equation test if the number is Sig. information quality variable 0.000 <0.05
affects and is significant on the dependent variable Y. Information quality, trust, and
satisfaction have a positive influence on customer participation in a case study on Shopee
Online Shop customers in Rantauprapat accepted. Satisfied Shopee users tend to intend to
make repuchase intention on Shopee e-commerce. It can be interpreted that customer
satisfaction with indicators of customer enjoyment (consumer pleasure). Customer benefit
(consumer benefit) convenience (convenience) is a factor that encourages consumers to
intend to participate in customer participation in e-commerce shopee. Based on the index
value the highest answer is in the convenience indicator variable where customers agree that
the payment method simplifies the transaction process so that it creates convenience in online
shopping so that consumers become one of the factors that customers feel satisfied so that
they are interested in becoming customer participation in e-commerce shopee (Intention &
Shopee 2021).

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 V. Conclusion

The conclusion obtained from this study is that the variable information quality 0.005
<0.05 has a significant and significant effect on the dependent variable Y using customer
participation, the hypothesis is accepted. Trust has a positive and significant effect on
customer participation. The hypothesis of the satisfaction variable has a positive effect on
customer participation in online shop shopee customers in Rantauprapat. The result of the R
Square test is 0.424, which means that the independent variables, namely the quality of
information, trust and satisfaction, affect its use simultaneously, customer participation is
42.4% and the remaining is 57.6%.

Recommendation
For further research, we recommend adding an online consumer review variable, which
is very important for Shopee's online shopping consumers. The seller must pay attention to
several things, one of which is product suitability. If the information that consumers need is
in accordance with the content written by the seller, other consumers in the review complain
that the product information obtained is not suitable, but the seller has not corrected the error,
then the latest review also has the same statement. So that consumers will hesitate when
buying these products. Given the importance of online consumers, Journal of Commerce
Education (JPTN) Volume 06 Number 03 of 2018 ISSN: 2337-6708 84 comments, Shopee
online shopping also needs to increase the company's disgust by increasing the credibility of
today's sellers. , Consumers will always be able to make purchasing decisions at Shopee.\

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