The Influence of User Experience, E-Service Quality, and Supply Chain on User Satisfaction Mediated by Platform Usability

Abstract

Maintaining user satisfaction of FMCG companies' online shopping platforms is a crucial thing that must be done as part of maintaining the competitiveness of the platform. So understanding the factors that can increase user satisfaction is an important issue that must be understood by the platform provider. FMCG companies' online shopping platforms are committed to continuously improving performance and user satisfaction, which is reflected in fluctuations in Order Fulfillment Rate (OFR) during 2022-2024. Although there are improvements in performance and satisfaction, OFR is still below the target. This study aims to analyze the influence of user experience, e-service quality, and supply chain management on platform user satisfaction in FMCG companies with the mediating role of platform usability. This research is expected to help platform providers understand the key factors that influence user satisfaction and improve platform competitiveness. Researchers used quantitative methods by involving 460 users of FMCG companies' online shopping platforms as respondents. This study uses SEM-AMOS analysis technique to answer the hypothesis. The results of the analysis show that user experience, e-service quality (E-S-Qual), and supply chain management significantly affect platform usability. platform usability, user experience, E-S-Qual and supply chain management also significantly affect user satisfaction. platform usability is proven not to mediate the relationship of user experience and supply chain management to user satisfaction, but is significant in mediating the relationship of E-S-Qual to user satisfaction. This research is to see the contributing influence of how important user experience, e-service quality, and supply chain management are on user satisfaction.