The Influence of Customer Satisfaction and Ease of Shopping on Payment Gateways in The Aqubeliaja Marketplace

ABSTRACT


INTRODUCTION
With the rapid growth of the ecommerce industry, competition between various online shopping platforms is increasing, [1].The existence of the internet is one of the technological advances that we really enjoy, [2].The Internet, which started in Indonesia in 1994 and continues today, can reduce consumer search costs and can provide more information in the end because it can be accessed anytime and anywhere, due to the various benefits offered by e-commerce, e-commerce websites have become a necessity for advanced companies to continue to grow, [3].Many companies use digital marketing as the main strategy to introduce their goods and services to potential customers.Digital marketing uses the internet to disseminate information about goods or services in an interesting and relevant way through various online platforms such as e-commerce, [4].Ecommerce can be used as a web to conduct business transactions, [5].Technological advances and changes in people's lifestyles influenced the development of electronic payment systems, also known as cashless payment systems, [6].This forces consumers to better understand the components that influence customer behavior and preferences in using payment instruments, [7].
Aqubelaja is one such online shopping platform.However, to continue to increase its market share, aqubeliaja must better understand the factors that influence the use of payment gateways.Payment gateways are an important part of the online transaction process, and if they function properly, they can increase customer convenience and trust when shopping online, [8].This very rapid technological advancement makes transactions easier, especially retail payment systems due to the emergence of payment gateways called electronic money, [9].On the other hand, payment gateways can also be said with the term digital payment, where digital payments change the way people transact with cashless payments, which are much safer and useful, [10].Payment made using electronic payment instruments by utilizing digital data, there are several dimensions of digital payment, namely efficiency, service quality, ease of payment, transaction speed, enjoyment and transaction security, [11].To improve customer satisfaction and ease of shopping, Aqubeliaja implemented a digital payment system, which allows customers to use Mastercard, Visa, PayPal, and e-wallets, among other types.
Convenience (perceived ease of use) is "Perceived effortlessness refers to an individual's level of belief in the absence of exertion when utilizing a specific system", Davis [12].It can be interpreted that the degree to which a person believes that the use of technology will make them not have to do many things.Convenience can also be said to be a degree where one considers that the application of technology will be free from effort, Hartono [13].The convenience factor also affects consumer satisfaction, [14].According to Adryanto [13] Some elements of convenience are: 1) The system can be used as desired by consumers easily.2) The interaction between the person and the system is clear and easy to understand, 3) It does not require much effort to interact with the system.Ease of use has an impact on consumer satisfaction, namely the easier it is to shop, the higher consumer satisfaction in shopping, [15].According to [16] Indicators that show how easy it is to use information technology are as follows: 1) Information technology is easy to learn and use.2) Information technology can do what users want.3) Information technology can improve user skills.4) Information technology is very easy to use.
One measure of business success is consumer satisfaction, which has an impact on the number of sales.When consumers are satisfied, they are more likely to keep the marketed product, satisfied consumers are more likely to buy the same product again, [17].Marketing relies heavily on marketing management activities and knowing how consumer satisfaction, which is always changing and dynamic, [18].Consumer satisfaction is a person's feeling of happiness or disappointment that starts from a consideration between his impression of the ability or results of a product and the expectations he has about it, [19].
Kotler and Armstrong [20] says that: "Customer satisfaction is the extent to which a product's perceived performance matches a buyer's expectations.If the product's performance falls short of expectations the customers is dissatisfied.If performance matches expectations, the customers is satisfied.If performance exceeds expectations, the customers in highly satisfied or delighted".
According to some of the definitions above, consumer satisfaction can explain the level of feeling a person when they get a product or service offered and compare the performance of that product or service with consumer expectations.According to Tjiptono and Chandra [19] Consumer satisfaction must consider four main factors when evaluating customer satisfaction: a. product quality, b. service quality, c. emotional, d. price, and e. cost.While the indicators of consumer satisfaction itself are reliability (reliability), responsiveness, confidence (confidence), empathy (empathy), and existence (tangible).
Based on the description above, the focus in the research is customer satisfaction and ease of shopping at the Aqubelaja marketplace.The level of customer satisfaction and positive experience they have when using Aqubelaja services is indicated by customer satisfaction.Meanwhile, ease of shopping includes features such as ease of navigation on the website, payment processing, and transaction security.

Plan
The method to be used in this study is quantitative with the approach of survey methods and explanatory research.Surveys and explanatory research are research methods that involve pre-planned questions to collect data from respondents.The purpose of this method is to collect quantitative data on the attitudes, opinions, behaviours, or other characteristics of the target population.Survey methods can be conducted in various ways, such as observations, questionnaires, or interviews.

Population and sample 2.2.1 Population
In statistics and research, a population is a complete collection of all elements or individuals that have certain characteristics that will be studied or measured by researchers.In contrast, in research, a population is a complete collection of all elements or individuals that have certain characteristics that will be studied or measured by the researcher, Sugiyono [21].The study population was AQUBELIAJA consumers totaling 250 customers.

Sample
A sample is a small percentage of individuals or elements of a population that are taken to be observed or measured to make generalizations or conclusions about that population.In research, samples are used as representations that can represent the population more effectively and efficiently, [22].According to Arikunto that the sample of a study is the entire population if the subjects are less than 100; However, if the subjects are more than 100, it can be taken 10-15% or 15-25% of the population.While the samples in this study were taken using techniques Amaruddin Purposive Stratified Random Sampling with the following calculation: n : Number of samples N : Total Population e : Tolerable error limit e : 0.1 Based on this formula, the sample calculation is as follows: The calculation shows that n :152.67 is rounded up to 152 a degree to which one considers that the application of technology will be effortless, Hartono [13].A device that uses mobile phone technology to make payments, transfers, or other transactions.Technological advances in payment systems have transformed cash into cashless or electric payments that are more efficient and cheaper, [24].a. efficiency, b. quality of service, c. ease of payment, d. transaction speed, e. enjoyment and f. transaction security Scale liked 1-5

Data collection techniques 2.4.1 Data Types
The type of data in the study is primary data, which is data obtained directly from respondents through the distribution of questionnaires to Aqubeliaja consumers

Data Collection Methods
The data collection methods in this study are: 1. Questionnaire As the main instrument in this study which contains a number of open-ended questions.
2. Documentation collect documents relevant to this research review sourced from customers

Data processing and analysis techniques 2.5.1 Instrument Test
To ensure that the instruments used in this study meet the requirements of good measuring instruments or in accordance with research method standards, instrument testing is carried out.

Data analysis techniques 2.5.2.1 Normality test
The normality test is a statistical method used to test whether the data is owned following a normal distribution or not.The normal distribution is often considered a basic assumption in many parametric statistical analyses, in this case the normality test uses the Kolmogorov-Smirnov Test.

The Automobile
Autocorrelation test is a statistical method used to test whether there is a correlation between sequential values in a data series or time series, in this study the autocorrelation test uses Durbin-watson.

2.5.2.3Test heteroscedasticity
The heteroscedasticity test is a statistical method used to determine whether variability of errors (residuals) in a regression model or variable analysis depends on the values of predictor variables.In other words, this test aims to check whether the error variability is not constant along the range of predictor values.

Double regression test
To explain the relationship between influencing variables and affected variables, i.e., honorarium, motivation and work performance, multiple regression analysis is used.

Y = a + b1X1 + b2X2
The circumstances when the values of the regression coefficients b1 and b2 are: • value 0, then there is no effect ofX1 and X2 on Y • negative value, then there is a reverse relationship between the free variable X 1 and X2 with the non-free variable Y • positive value, then there is a unidirectional relationship between the free variable X 1 and X2 with the non-free variable Y In this study, researchers will use SPSS software as a tool to test honorarium, motivation and work performance.

Partial test
This partial test helps the researcher or data analyst to understand the relative contribution of each independent variable to the dependent variable in the context of multiple regression models.If an independent variable is insignificant, it may not contribute sufficiently in explaining the variation in the dependent variable and may be considered for removal from the model.Conversely, a significant variable can be considered an important factor in the model.

Test of determination
The coefficient of determination R2) is a measure that describes how much variation in the dependent variable can be explained by the regression model.R2 values range between 0 and 1, and the higher the value, the better the model is able to explain variations in the data.

Research Location and Schedule
The research location in this study is AQUBELIAJA in http://aqubeliaja.com

Aqubeliaja Short Profile
Aqubeliaja is an online fashion center committed to providing high-quality clothing tailored to the latest fashion trends.Aqubeliaja is here to meet the fashion needs of all circles, both young and old.The aqubeliaja collection includes a variety of clothing for men, women, and children.From everyday wear to special choices for special occasions, aqubeliaja has a variety of styles to suit preferences.Aqubeliaja also offers fashion accessories to complete your look.Aqubeliaja is committed to supporting sustainability.Therefore, most aqubeliaja products are made with due regard for environmentally friendly practices and good work ethics.From table 2 we can see that the male sex with the age of 20 -≤ 25 years as many as 11, 25 -≤ 30 years as many as 21 people, 30 -≤ 35 years as many as 14 people, and > 35 years as many as 24 people, while the female sex with the age of 20 -≤ 25 years as many as 9, 25 -≤ 30 years as many as 9 people, 30-≤ 35 years as many as 13 people, and > 5 years as many as 24 people, so we can conclude that the majority of respondents' ages are ammoniated by men.Based on the results of calculations carried out with SPSS, it is known that the value of each variable has a Cronbach alpha value of more than 0.06 (> 0.06), so it can be concluded that variable X  1 (consumer satisfaction), variable X 2 (ease of shopping) and variable Y (payment gateway) are reliable.

Prerequisite Test 3.1 Classical Assumption Test a. Normalitas
Based on tests conducted with SPSS normality test using kolmogrov Smirnov, it can be seen that the significant result of the variable 0.04 significant number is greater than 0.05, it can be concluded that the data is normally distributed and satisfies multiple regression linear analysis.The basis for taking the multicollinearity test is that if the tolerance value > 0.10 then there is no multicollinearity, and if the tolerance value < 10.00 then multicollinearity occurs, based on the results of the SPSS output test carried out, a tolerance value of consumer satisfaction of 0.354 and ease of shopping of 0.354 is obtained, which shows that the tolerance value > 0.10 and < 10.00, meaning that there is no mulitcollinearity.

Figure 1 SRESID by ZPRED SCATTETERPLOT
From the test obtained from the scatterplot graph shows that the points on the graph spread randomly and are scattered either above or below the y-axis of the number 0, we can conclude that there is no heteroscedasticity in the regression model, and can predict consumer satisfaction and ease of shopping based on payment gateway variables.Based on the tests and analysis conducted, the regression obtained shows that, the variable factor of consumer satisfaction (= 0.200) is the biggest factor affecting payment gateways, while the ease of shopping factor (= 0.489) is the lowest factor affecting payment gateways. 1  1  2  2  Based on the results of the SPSS output linearity test, we can know that the hypothesis criteria of the t test (partial) on the convenience variable are rejected when the sign > 0.05 and accepted when the sign > 0.05, the SPSS test results show that 7.183  1  ℎ ≤    1  ℎ ≥   ,  ℎ   and 1.65501 there is a linear relationship between the ease of shopping and the payment gateway significantly liniearity of 0.000 < 0.05.so, it can be concluded that the ease of shopping affects payment gateways in Aqubeliaja.Based on the results of the SPSS output anova test, we can know that the criteria for the f test hypothesis are as follows:   = Payment gateways simultaneously do not have a significant effect on consumer satisfaction and ease of shopping  1 = Payment gateways simultaneously have a significant influence on consumer satisfaction and ease of shopping Based on the test hypothesis it is rejected when the sign > 0.05 and accepted when the sign > 0.05.The test results carried out using SPSS obtained the results of the F method test, where the significant level obtained is smaller than 0.000 from the standard of 5% or 0.05 and the comparison results between 602.148 3.06, it can be concluded that accepted and rejected or payment gateways have a significant influence on customer satisfaction and ease of shopping.

F-test (simultaneous test)
ℎ ≤      ℎ ≥    ℎ ≥   ≥     From the results of the SPSS test carried out, a value of 943 was obtained.This shows that 94% of payment gateways are explained by factors of consumer satisfaction and ease of shopping while 6% are explained by other variables. 2

DISCUSSION
Based on the results of the analysis carried out in the results obtained that the

Figure 1 .
Figure1.The effect of consumer satisfaction and ease of shopping on payment gateways

1 )
Information technology is easy to learn and use.2) Information technology can do what users want.3) Information technology can improve user skills.4) Information technology is very easy to use.

Table 8
a. Dependent Variable: Payment Gateway b.Predictors: (Constant), Consumer Satisfaction, Ease of Shopping Sumber: spss output processing data, 2024