Published by LPPM Universitas Islam 45 ----Vol. 20, No. 02, Year 2023, pp.290-305 ---- https://jurnal.unismabekasi.ac.id/index.php/paradigma
e-ISSN : 2775-9105, p-ISSN : 0853-9081 DOI : https://doi.org/10.33558/paradigma.v20i2.7101
The Influence of Motives for Using the Shopee Application on Satisfaction of Shopee Application Users
Naufal Arya Zakiy1*, Asaas Putra2
1,2Telkom University, Indonesia
*Corresponding author : [email protected] Article history
Received : (12-06-2023) Revised : (22-06-2023) Accepted : (12-07-2023)
ABSTRACT
Developments in technology, communication and information have made lifestyles among the people different. One of them is the use of the internet, which is widely used to shop online through marketplaces, one of which is Shopee. The purpose of this study is to determine the influence of motives for using the Shopee Application on the satisfaction of Shopee Application users. This study uses the uses and gratification theory. The questionnaire in this study was distributed to 100 respondents who were Shopee Application users and used a quantitative method. The results obtained are based on the coefficient of determination, namely that the motive for using the Shopee application has a correlation value of 94.5% on user satisfaction, while the remaining 5.5% is the correlation value of the influence of variables outside the variables of this study.
Keywords: Motives for Use, Shopee Application, User Satisfaction.
INTRODUCTION
The information technology sector has developed rapidly and is experiencing constant change, this has happened due to the support of the internet (Khoziyah &
Lubis, 2021). Due to its widespread availability, the Internet has become the main means of online communication for many people. According to Nasution et al., (2020) the development of the internet network used for communication makes it a link for all units and makes communication individually and organizationally easier and faster. Modern society has a bias toward judging speed, versatility, and ease of use.
Due to the nature of the Internet, the concept of social networking services is simple and pervasive (Matondang, 2019).
The application of increasingly complex and up-to-date technology can drastically change human lifestyles that are usually carried out physically but are now non-physical, as well as those that are traditional but are now more modern. According to Praditya (2019) the information technology sector has developed rapidly and is experiencing constant change, so that we can communicate anytime and anywhere without being limited by distance and time. For example, technical advances that allow us to communicate without needing to meet in person are an improvement over the current situation if we now have to meet face-to-face with other individuals or organizations to talk to one another (Chen & Wang, 2021). Increased consumer buying interest to shop and offer is partly due to the proliferation of new technologies as rapid technological developments have led to less stringent constraints on when and where products can be bought and sold. In the past, buying and selling had to be done face to face. However, with the advent of the internet, people can now do business without ever meeting in person (Rahmidani, 2015). According to Permana (2020) this is the result of internet users and digital infrastructure that are constantly developing, therefore people have started to know and are used to doing online shopping activities.
The development of the world of technology, especially the business world, has attracted a lot of interest from consumers to shop online (Ajie et al., 2022; Candra et al., 2022; Fadhilah et al., 2021).
When making purchases online, sometimes known as "online shopping", customers have the option of previewing the goods or services they are about to buy before actually making a transaction. According to Rianto et al., (2020) online shopping is in great demand because it makes it easier for buyers to shop without wasting time and effort. Unlike traditional forms of commerce, such as face-to-face meetings, a new type of communication called online shopping can be done online. using separate devices such as laptops and cell phones that have access to the internet. Therefore, at this time the ease of internet access is a solution for online media marketing (Asnawi, 2022; Jati & Yuliansyah, 2017).
Buying and selling products and services electronically over the Internet is known as electronic commerce or e-commerce (Gani & Faroque, 2021). It also implies any transaction involving the acquisition, sale or transfer of goods, services or data that occurs online. The term e-commerce can also refer to business conducted online.
E-commerce, in another sense, is a transaction whether it's goods or services that are entirely through the internet. as well as the exchange of information through media such as the World Wide Web. When some people hear the word trade, they may imagine an agreement between two businesses (Pramesti et al., 2018; Sanjaya, 2012). E- Commerce is a new behavior that is carried out as a transaction process in the form of goods or services or the exchange of products, services or information through the internet network (Arifin, 2016; Irfani et al., 2020).
According to Hariyanto & Trisunarno (2021) the term online marketplace refers to any website or platform that facilitates transactions between buyers and sellers of certain commodities or services. There are several online shopping applications in Indonesia, including Shopee, Bukalapak, Tokopedia, Bukalapak, Sociolla, and Zalora.
Shopee is one of the most popular and commonly used apps in Indonesia for making online purchases. Quoted from Widiyawati et al., (2022) that, not a few people choose to shop online instead of shopping in person due to the impact of the development of online shopping. As of August 2022, according to the katadata.co.id website, Shopee has become the most popular marketplace in Indonesia, attracting an average of 190.7 million visitors each month, in second place followed by Tokopedia with 147.4 million
visits. According to a survey by goodstats.id, Jakpat released a survey on e-commerce trends in Indonesia with the main criteria being respondents who had made online purchases in the first 6 months of 2022. Shopee was in the top ranking outperforming seven other e-commerce platforms. From the data above, the age group of respondents who chose Shopee was between 15 and 19 years old.
According to Kamisa et al., (2022) in modern times many people are dependent on technology due to the very rapid development of technology. The increasing reliance on financial technology to facilitate online transactions is a direct effect of the exponential growth of the information technology industry. Since online shopping has become increasingly popular, more and more people have begun to consider the role of technology in making transactions more convenient. Moreover, there has been an increase in the popularity of conducting business transactions in a virtual environment. According to McQuail (1987) in (Margaretha, 2017) there are various factors why someone chooses to engage with the media. The extent to which people are satisfied and derive value from the media they consume can also play a role in shaping their justification for doing so (Margaretha, 2017). Media consumption is driven by the human desire to satisfy a wide variety of individual wants and needs.
Media consumption is explained as a response to perceived problems in one's social or psychological environment, with the aim of satisfying those needs (Cholilah, 2021).
One more element that can influence a person's reasons for engaging in a behavior is the extent to which they enjoy and benefit from the media they use. People turn to various forms of media to satisfy various needs and satisfy various wants (Komalasari et al., 2021; Mahmudah & Rahayu, 2020). In terms of motives and satisfaction in using an application, one theory that has a relationship with this is the uses and gratification theory which forms the basis of the theory in this study. The uses and gratification theory has five basic assumptions, in Katz, Blumler and Gurevitch say there are five basic assumptions in the uses and gratification theory, including audiences are actively engaged in and strategically use various forms of media, it is up to each individual viewer to make the connection between their choice of media and the satisfaction of their own needs, the media faces stiff competition from elsewhere in
its efforts to satisfy consumer needs, often, and for what purpose, and viewers are judges of assessing the quality of media content (Ray et al., 2019; Tanta et al., 2014). In the theory of uses and gratification, gratification sought (motive) and gratification obtained (satisfaction) are concepts of measuring satisfaction. An extension of the uses and gratifications theory, expectancy values, was developed as a result of studying the impact of these new ideas. Expectancy theory states that people's orientation towards the world (including the media) is determined by their views and evaluations of the world (Condran et al., 2017).
Palmgreen's (gratification sought) motive is gratification sought, which means encouragement in a person to use media (Firdausi & Putri, 2021). According to Saputra
& Meisyaroh (2019) the energy that exists in human behavior is obtained from the urge to achieve their needs. Quoted from Anggitasari et al., (2017) argue that motives for media use are someone's encouragement that makes someone want to do something.
Reasons for engaging with different media will arise from individual needs, which are shaped by unique psychological and social contexts. Whether users turn to media to satisfy their needs or not depends on the user's motivation to engage with the media (Untari & Fajariana, 2018). From the explanation above, it can be concluded that the motive for using the media is a person's motive for turning to the media to satisfy his desires and this motive comes from the minds of media consumers (Usman, 2016; Yulia et al., 2016). There are four categories of motives themselves including: 1) Information motives, which are information motives needed by users to satisfy their curiosity and understanding of the environment; 2) Personal Identity Motives, this motive is needed by the user to strengthen self-credibility; 3) Integration and social interaction motives, is a motive that makes a person need a belief and a desire to be affiliated with family, friends, and also the world; 4) Entertainment motive, is an entertainment motive that is part of the need used to avoid stress and tension (Kurniawan et al., 2022).
Satisfaction (gratification obtained) according to Firdausi & Putri (2021), namely real satisfaction that is obtained after someone uses a certain media. According to Nindariati (2019), what type of satisfaction people are looking for can affect how much they focus on the details of media messages. Quoted from Hasny et al., (2021) each
individual seeks different satisfactions in line with the respective self-concept that has been formed. A person's level of satisfaction can be inferred from how well their initial goal of choosing a particular media source has been met, so various satisfaction experiences can be classified into the following categories: 1) Information satisfaction, a person will be "informationally satisfied" when they have access to various data about their surroundings; 2) Personal identity satisfaction, that a user has achieved satisfaction with their identity when they accept their unique identity by finding sustainable values that are important to them; 3) Satisfaction with integration and social identity, that users have integrated and experience satisfaction in their interactions when they have acquired knowledge about social empathy; and 4) Entertainment satisfaction, user satisfaction with entertainment is measured by how effectively it helps them forget their problems, even if only for a while (Hasanah et al., 2020).
According to the background above, the problem identification in this study is (1) is there any influence from the motives for using the shopee application on the satisfaction of shopee application users? (2) how much influence does the motive for using the shopee application have on the satisfaction of shopee application users?.
Meanwhile, the purposes of this research are (1) to find out whether there is an influence of motives for using the shopee application on the satisfaction of shopee application users, and (2) to find out how much influence the motives for using the shopee application have on the satisfaction of shopee application users.
RESEARCHMETHOD
To conduct this research the quantitative method was used, quantitative research is based on positivism, using research instruments with the aim of collecting data, and using this data through quantitative or statistical analysis carried out with the aim of being able to test hypotheses (Sugiyono, 2018). Types of quantitative research data can be grouped into descriptive, comparative and associative (Unaradjan, 2019).
Researchers used descriptive and associative research types. The purpose of descriptive research is to establish the existence of an independent variable, which can
be a single factor or a group of interrelated factors. Associative research is a research problem formulation that is carried out with the aim of being able to form associations on two or more variables. This research was conducted with the aim of being able to find out whether there is influence from the independent variable (variable X) with the dependent variable (variable Y).
Figure 1. Framework
For the purpose of this study, Motive (Gratification Sought) is the X-axis independent variable. The four dimensions of motive are information motive, personal identity motive, integration and social interaction motive, and entertainment motive.
Meanwhile, the dependent variable (Y) in this study is Gratifications Obtained. There are four dimensions of satisfaction, namely information satisfaction, personal identity satisfaction, integration and social interaction satisfaction, and entertainment satisfaction. The instrument scale used in this study is the Likert scale. As explained by (Ghozali, 2009; Sugiyono, 2018) the likert scale is used in measuring the perceptions, attitudes and perspectives of an individual or group of individuals regarding social phenomena.
Table 1. Likert scale
Statement Score
Strongly Agree (SA) 5
Agree (A) 4
Neutral (N) 3
Disagree (D) 2
X Variable Motive 1. Information Motive 2. Personal Identity Motives 3. Integration and Social
Interaction Motives 4. Entertainment Motives Source: Kriyantono (2014: 215-
216)
Y Variable Satisfaction 1. Information Satisfaction 2. Personal Identity Satisfaction 3. Integration Satisfaction and
Social Interaction
4. Entertainment Satisfaction Source: Kriyantono (2014: 217-218)
Source : Sugiyono, 2015
The population in this study consisted of Shopee users, but the actual number of these users is unknown. This study used non-probability sampling and used a method known as purposive sampling. The respondents selected in this study were shopee application users in the city of Bandung with the following characteristics: 1) have the shopee application on their devices; 2) in the last 6 months, have used the shopee application; 3) male or female with more than 18 years of age. To determine the number of samples, judging by the number of consumers who have used the shopee application, the bernoulli formula must be used to calculate the number of samples because the exact value is not available. The author chose to distribute 17 questionnaires online via google form. Respondents in this study were someone who had shopped at shopee or used the shopee application. Distributing questionnaires to respondents is the most important strategy for collecting primary data in this study.
Meanwhile, reading books, journals, and various research and internet articles as a writing reference is a secondary data collection strategy in this study.
RESULT AND DISCUSSION
In data collection, the researcher distributed questionnaires via Google Form online to 100 respondents according to calculations that were distributed through several social media platforms such as Instagram and Whatsapp. In the questionnaire there is a Screening Question to ensure that the respondents are included in the research characteristics, and there are seventeen questions that have been tested through validity and reliability tests to prove the questions are valid and reliable. Data collection for this variable is done by asking seventeen questions, with eight questions on Variable X (Motive), and nine questions on Variable Y (Satisfaction). The results of
Strongly Disagree (SD) 1
respondents' responses to the motive variable as measured by eight questions based on table 2 the following four sub-variables:
Table 2. Respondents' responses to Motive Variables
No. Variable Motive Variable Satisfaction Variable Total Score Percentage Total Score Percentage
1. Information 864 86.4% 869 86.9%
2. Personal Identity 890 89% 888 88.8%
3. Integrity and Social
Interaction 817 81.7% 856 85.6%
4. Entertainment 840 84% 1308 87.2%
Total Score Total 3,411 3921 Score Percentage 85.275% 87.133%
The Kolmogorov-Smirnov test was carried out using the right Monte Carlo so that it is hoped that researchers can get normality test values, which will then be processed using SPSS 25, data results show a significance level of 5%, to conclude that the data collected from the questionnaire has a normal distribution. This is because the p-value (0.2) > 0.05 from a significance level of 0.05. Another type of test that can be run is the heteroscedasticity test. The dissimilarity of the variance of the errors across the data for each independent variable in the regression model is what this test wants to identify (Ghozali, 2018).
Table 3. Correlation Analysis Test Results
Correlations X Y
Motive Pearson Correlation 1 .972**
Sig. (2-tailed) .000
N 100 100
Satisfaction Pearson Correlation .972** 1 Sig. (2-tailed) .000
N 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
(Source: researcher's data processing through SPSS 25)
Based on table 3 shows that researchers will perform correlation analysis using pearson analysis. The results of data processing as shown in Table 10, reveal the value
of R indicating a correlation of 0.972 between the two sets of information. The correlation value between the motives for using the Shopee Application and user satisfaction is 0.972, as seen in the correlation strength table. Furthermore, a hypothesis test was carried out in this study, namely:
H0 : Motives for use have no effect on the satisfaction of Shopee application users.
Ha:Motives for use affect the satisfaction of Shopee application users.
Multiple Regression analysis
Regression analysis is basically a study of the dependence of the dependent variable with one or more independent variables (the explanatory/independent variable), with the aim of estimating and/or predicting the population mean or the average value of the known independent variables (Ghozali, 2009). In this study, the analytical method used is a multiple regression analysis model.
Processing of the data as shown in Table 2.
Tabel 4. Hasil Uji Regresi Minat
Model
Unstandardized Coefficients
Standardized Coefficients
t Sig
B Std. Error Beta
1 (Constant) 6.340 .798 7.943 .000
Motive .963 .023 .972 41.245 .000
R .972 Adjuster R Square .945
R Square .946 Std. Error of the
Estimate .439
a. Dependent Variable: Satisfaction
Based on table 4, the formula for the multiple linear regression equation for the Satisfaction variable is obtained as follows: Y = 6.430 + 0.963 Motives
The results of the equation of the multiple linear regression analysis model above, can be explained through the following statement:
a. The constant is 6,430, meaning that this constant value indicates that if the independent variable (Motive) has a constant value (2), then the Satisfaction value will be 6,430.
b. The Motive regression coefficient is 0.963. This means that each increase in confidence by one unit will increase the value of interest by 0.963 assuming the
regression model is fixed. So, the higher the motive of users, the greater the use affect the satisfaction of shopee application users.
The coefficient of determination (R²) aims to measure how far the model's ability to explain variations in the dependent variable. The value of the coefficient of determination is zero to one. A value that is close to one means that the independent variable provides almost all the information needed to predict the dependent variable and vice versa if it is close to zero the independent variable cannot provide almost all the information needed to predict the dependent variable (Ansori & Iswanti, 2014;
Putra & Isfandayani, 2020; Unaradjan, 2019). The coefficient of determination in this study is explained in table 2 which shows that the R is 0.972, meaning that there is a correlation of 0.972. Adjusted R square of 0.945 means that the dependent variable, Satisfaction, can be explained by 94.5% by the Motive variable. While the remaining 5.5% is explained by other variables not included in this research model.
The partial test aims to test the hypothesis and to show how far the influence of one independent variable individually explains the variation in the dependent variable (Ghazali, 2016). In the t-test in this study the researcher used a significance level of five percent (α = 5%) to see the value of the significance level of each independent variable. If the probability value is greater than 0.05 then it does not have a significant effect on the independent variable, but if the probability is less than 0.05 then it has a significant effect on the independent variable. Based on the test results listed in table 4, the hypothesis results are obtained that H0 is rejected and Ha is accepted, meaning that In this study, researchers concluded that the motive for using the Shopee application has a significant effect on the satisfaction of Shopee application users.
Discussion
Based on the results of the research and testing that has been done, it is known that the t test shows that t count is greater than t table. So that Ha is accepted, which means that the motive for using the shopee application has a positive and significant effect on the satisfaction of using the shopee application. This is because the use of the
shopee application gives confidence in the concept of the Uses and Gratification theory, which investigates the relationship between media requirements and the satisfaction that users get from using media. According to the results of this study, the extent to which a person likes the time spent consuming various forms of media is directly proportional to the motivation or purpose of doing so.
These results are in line with research conducted by Zainul (2020) regarding the influence of information technology, service quality and religious motives on customer satisfaction at Bank Syariah Mandiri Banda Aceh which states that motives affect customer satisfaction (Zainul et al., 2020). Wijiyanti (2016) and Wilianti (2019) also stated in their research that motivational variables have a significant effect on consumer satisfaction (Wijayanti & Meftahudin, 2016; Willianti & Oktavianti, 2019).
The theory used is the uses and gratifications theory with the level of information, this theory is to get the information the audience is looking for so they can use the media which can satisfy, get social, and psychological.
CONSLUSION
In this study, researchers concluded that the motive for using the Shopee application has a significant effect on the satisfaction of Shopee application users. This is because the use of the shopee application gives credence to the concept of the Uses and Gratification theory, which investigates the relationship between media requirements and the satisfaction that users derive from media use. According to the results of this study, the extent to which a person likes the time spent consuming various forms of media is directly proportional to the motivation or purpose of doing so.
ACKNOWLEDGEMENT
The author would like to thank Mr. Asaas Putra, S.Sos, M.I.Kom as the supervising lecturer for his guidance, input and time during this research. Then, the
author also thanks his family, namely his parents, siblings, and friends for their encouragement and support so far.
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