Attribution-ShareAlike 4.0 International (CC BY-SA 4.0)

Vol. 03, No. 10, October 2023

e-ISSN: 2807-8691 | p-ISSN: 2807-839X

IJSSR Page 269274

, Ratlan Pardede

Magister Management, Universitas Bunda Mulia, Indonesia

Email: Li[email protected]

, [email protected]

INTRODUCTION

The digital economic era, in fact, has been underway since the 1980s, using personal computers

internet economy in Indonesia is due to the large number of internet users in Indonesia (Google &

Temasek, 2018). The number of internet users in Indonesia has reached 212.9 million in January 2023.

This means that around 77% of Indonesia's population has used the internet. The number of internet

users in January 2023 was 3.85% higher than in 2022. In January 2022, the number of internet users in

Indonesia was recorded at 205 million and reached 212 million in January 2023. This means that around

77% of Indonesia's population has used the internet (Rizaty, 2023). The era of digital transformation of

new retail is marked by the emergence of technology-based companies as suppliers of goods to

traditional retail shops with various new business formats and forms in the digital retail business with

the aim of building an ecosystem and enlarging the customer base and expanding the network (Bakhar

et al., 2023).

Indonesia are dominated by traditional retail (stalls and grocery stores). Stalls and grocery stores have

become a micro business phenomenon that is in great demand, pursued and has good prospects in

Indonesia and creates jobs. Stalls and grocery stores provide goods or services needed by the

community. There will be 3.6 million traditional retail outlets recorded in Indonesia in 2021, spread

across 34 provinces and having a positive impact on the national economy, with business potential

reaching US$ 58 billion (around 904.5 trillion per year) (Wijoyo et al., 2020). This is also stated in the

press release of the Coordinating Ministry for Economic Affairs of the Republic of Indonesia

(HM.4.6/49/SET.M.EKON.3/02/2023) in 2023, it was stated that the important role of MSME grocery

stores has proven to be able to buffer national economic resilience. (Coordinating Ministry for Economic

Affairs of the Republic of Indonesia, 2023).

strategies are mature and innovative and adapted to consumer behavior. So, in achieving their business

goals, business actors combine Marketing which refers to Consumer Behavior in accordance with

current needs (Dash et al., 2021; Nazir et al., 2023).

The Covid-19 pandemic starting in early 2020 greatly affected the Indonesian economy due to

Large-Scale Social Restrictions (PSBB), which resulted in a lockdown. This had a significant impact, the

contraction in economic growth in 2020 was -2.07% which caused deflation or a drastic decline due to

the lack of stability in the movement of economic development in Indonesia (Pratiwi, 2022). The

condition of Covid-19 in 2021 is getting worse and social distancing is getting tighter, causing changes

for retail businesses and consumers. In responding to the limitations that occur in terms of ease of

shopping processes, transactions and product delivery services, and in order to remain able to survive

micro, small and medium enterprises (MSMEs) can easily use website applications to shop for various

products from suppliers, make payments, and access a wider variety of products with more efficient

delivery.

According to David Baum in (Pardede & Hinsa, 2023) said e-commerce is a set of technologies,

applications and dynamic business processes to connect companies, consumers and society through

electronic transactions and exchanges, services and information carried out online. electronic. If the

conventional trading process requires buyers and sellers to meet face to face, in e-commerce this is no

longer necessary. E-commerce is believed to be able to measure business progress, business reach and

brand awareness. Various applications for online shopping are available. The supply chain from

producers of basic household necessities such as foodstuffs, household equipment, personal care

As a form of commitment, PT Sumber Trijaya Lestari is a trusted partner that provides access to

accelerated development so that businesses become more successful. In response to people's needs in

the pandemic era and the development of digitalization, in 2021 the company developed the AKSESMU

digital application. AKSESMU (Acceleration of Business Partner Success) is a B2B digital application to

make it easier for stalls, grocery stores and horeca (hotels, restaurants & cafes) to get supplies of

business necessities with a variety of easy payments via cash on delivery, non-cash with Virgo e-wallet,

bank transfer, virtual account and pay later, and also provides access to business financial records, retail

business education, training and business assistance by having a free delivery service on the same day

(free & same day delivery service). According to data from AKSESMU, since January 2022 there has been

an increase in the number of members (stalls). In April 2023, there will be 232,640 stalls registered as

use of applications where stalls that are registered and actively making purchases do not make

purchases through the AKSESMU digital application. This phenomenon then became a question for

AKSESMU. Why do members who have registered not make purchases through the application, or no

longer make purchases through the AKSESMU application. From several reviews on the Google Play

Store, it is possible that members will not use the AKSESMU application for shopping because the

products they want to buy in the application are not available or the products in the AKSESMU

application are not complete. There are also several reviews that say that the prices in the AKESEMU

application are too expensive, so they feel dissatisfied with the application and do not want to shop using

the application.

The results of previous research according to studies by (Hongdiyanto et al., 2020) (Sohn & Kim,

data sources in this research are the main and subordinate data sources (Hair et al., 2020). The main

data source was obtained by collecting data from respondents using an online questionnaire to

consumers using the AKSESMU digital application in JABOTABEK and subordinate data sources were

obtained from literature study. Researcher want to explore topics related to Purchase Intention in the

AKSESMU digital application.

was 4.124 and the p-value was 0.000 with an estimated value of 1.878, so it was stated that it had met

the requirements so that the fourth hypothesis was accepted. The CR value which is above 1.967 and

the p-value which is below 0.05 proves that the second hypothesis is accepted. Thus, if Customer

Experience increases by 1 unit it will have a positive and significant effect on the increase of 1,878 units

in Customer Satisfaction.

H5: Customer Satisfaction has a positive and significant effect on Purchase Intention.

The fifth hypothesis proves that Customer Satisfaction has a significant positive influence on

Purchase Intention. Based on the results of the hypothesis test, it was found that the CR (critical ratio)

value was 2.903 and the p-value was 0.004 with an estimated value of 0.967, so it was stated that it had

met the requirements so that the fifth hypothesis was accepted. The CR value which is above 1.967 and

help measure the mediation hypothesis.

Table 2. Sobel test results for hypothesis 6

that are not accepted can be caused by a number of factors. In accordance with the results of a field

review conducted by researchers through interviews with users of the AKSESMU application,

another factor that is the cause of this rejection is that the prices offered through sales promotions

are still not in line with the expectations of users of the AKSESMU digital application, so that the user's

purchase intention is not formed. AKSESMU digital application. Therefore, it is very important to

review the form of sales promotion provided. The results of this research are not in line with the

results of previous research according to studies by (Hongdiyanto et al., 2020), (Sohn & Kim, 2020)

and (Chang, 2017) which show that Promotion has a positive and significant effect on Purchase

Intention.

factors. The results of this research reject the results of previous research conducted by (Chen &

Yang, 2020) showing that the important role of Customer Experience has a significant effect on

Consumer Purchase Intention, and in other research by (Esmaeilpour & Mohseni, 2019) shows that

Customer Experience has a positive and significant effect on Purchase Intention.

The third hypothesis in the research shows that the hypothesis is rejected. This is because

the CR in H1 is -1.862 and the p-value is 0.063 which causes the hypothesis to be rejected. In

accordance with the results of a field review conducted by researchers through interviews with users

of the AKSESMU application, apart from the sales promotion provided being less attractive, the

products included in the sales promotion were unavailable. Sales Promotion is not balanced with

The fourth hypothesis in the research proves that the hypothesis is accepted where Customer

Experience has a positive and significant effect on Customer satisfaction. This is because the CR in

H2 is 4.124 and the p-value is 0.000 which causes the hypothesis to be accepted. In accordance with

the results of a field review conducted by researchers through interviews with users of the AKSESMU

application, the users were satisfied with using the AKSESMU digital application. There is an increase

in the benefits of the features provided by AKSESMU, there has been an increase in positive

experiences in using the application by users of the AKSESMU digital application. The hypothesis

results are in line with research conducted by (Ellitan & Richard, 2022) examining that Online

Shopping Experience has a positive and significant influence on Customer Satisfaction and supports

users, thus influencing Purchase Intention. This is also in accordance with the results of a field review

conducted by researchers through interviews with users of the AKSESMU application who said that

they were satisfied with using the AKSESMU digital application and would use the AKSESMU digital

application to purchase shop needs. The results of this research are in accordance with the theory

which states that consumer decisions really depend on their satisfaction or dissatisfaction or what is

called post-purchase behavior (Kotler & Amstrong, 2018). In line with research by (Kusumadewi &

Saraswati, 2020) which states that customers' repurchase interest can be influenced by maintaining

and growing their existing sense of satisfaction. A good experience from the company can influence

customers to decide to make repeat purchases. The results of this hypothesis test are also in line with

previous research conducted by (Khatoon et al., 2020) Customer Satisfaction plays an important role

can influence the purchasing interest of users of the AKSESMU digital application. Based on the

phenomenon in the explanation at the beginning and in accordance with the results of field reviews

conducted by researchers through interviews with users of the AKSESMU digital application, product

availability in the application is still very lacking, so even though there is a sales promotion, users do

not get what they want so that customers Satisfaction is not fulfilled. Therefore, product

unavailability needs to be taken into account and needs to always be met in order to meet the needs

of users of the AKSESMU digital application. Insufficient availability of goods makes it possible for

users to feel dissatisfied because their needs at the time of purchase cannot be met.

Satisfaction

that Sales Promotion does not have a positive and significant impact on Purchase Intention when

mediated by Customer Satisfaction. On the contrary, the research results confirm that Customer

Experience has a positive and significant impact on Purchase Intention when mediated by Customer

Satisfaction. The results of this research provide valuable insight into the relationship between Sales

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