Antecedents of e-satisfaction, e-trust and their impact on purchase intention on Tokopedia MSME Buyers consumers


Stevanus Satrio Anggorogiri


Along with the increasing number of social media and internet users in Indonesia, encouraging the emergence of various real solutions that have an impact on shifting the map of the Indonesian national economy. However, with the entry of the pandemic into Indonesia, many MSMEs were unable to survive. This encourages MSME business actors to digitize by joining one of the e-commerce stores, Tokopedia, to continue to survive. This study aims to analyze the antecedents that can affect electronic satisfaction (E-satisfaction), electronic trust (e-trust), and their impact on purchase intention (purchase intention) on Tokopedia consumers who buy MSME products. The sampling method in this study used purposive sampling with the analysis method of partial least squares equation modelling (PLS-SEM) to 190 respondents. The results of this study indicate that the antecedents consisting of variables perceived ease of use, perceived usefulness and social media marketing have a significant positive influence on purchase intention through e-satisfaction and e-trust mediation.


How to Cite
Anggorogiri, S. S. (2022). Antecedents of e-satisfaction, e-trust and their impact on purchase intention on Tokopedia MSME Buyers consumers. Enrichment : Journal of Management, 12(5), 4105-4114.


Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2016). Social media: Influencing customer satisfaction in B2B sales. Industrial Marketing Management, 53, 172– 180.
Ahmad, A., Rahman, O., & Khan, M. N. (2017). Exploring the role of website quality and hedonism in the formation of e-satisfaction and e-loyalty: Evidence from internet users in India. Journal of Research in Interactive Marketing, 11(3), 246– 267.
Al-Amin, M., Habibur Rahman, M., & Nazrul Islam, S. (2020). Investigating the factors influencing customers towards e-commerce shopping in Bangladesh. Journal of Noakhali Science and Technology University (JNSTU), 4(2), 39–47.
Alfian, N., & Nilowardono, S. (2019). The Influence of Social Media Marketing Instagram, Word of Mouth and Brand Awareness of Purchase Decisions on Arthenis Tour and Travel. IJEBD (International Journal Of Entrepreneurship And Business Development), 2(2), 218–226.
Amin, M., Rezaei, S., & Abolghasemi, M. (2014a). User satisfaction with mobile websites: the impact of perceived usefulness (PU), perceived ease of use (PEOU) and trust. Nankai Business Review International, 5(3), 258–274.
Amin, M., Rezaei, S., & Abolghasemi, M. (2014b). User satisfaction with mobile websites: the impact of perceived usefulness (PU), perceived ease of use (PEOU) and trust. Nankai Business Review International, 5(3), 258–274.
Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology and Marketing, 20(2), 123–138.
Anugrah, F. T. (2020). Effect of Promotion and Ease of Use on Customer Satisfaction and Loyalty on OVO Application Users. Quantitative Economics and Management Studies, 1(1), 44–50.
Pelanggan Produk Fashion Melalui Toko online di Surabaya). Jurnal Riset Ekonomi Dan Manajemen, 16(1), 84–104.
Asosiasi Penyelenggara Jasa Internet Indonesia. (n.d.). Retrieved July 2, 2022, from Badan Pusat Statistik. (n.d.). Retrieved July 1, 2022, from pada-periode-1997-2013.html
Banda Aceh, D. I., Fajri, D., Ma’ruf, J. J., Mahasiswa, ), Manajemen, J., Ekonomi, F., Bisnis, D., Syiah Kuala, U., & Dosen, ). (2018). PENGARUH SOCIAL MEDIA MARKETING DAN PROMOSI HARGA TERHADAP KEPUASAN KONSUMEN DAN PENGALAMAN KONSUMEN SEBAGAI VARIABEL MEDIASI PADA MASKAPAI PENERBANGAN AIRASIA DI BANDA ACEH. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 3(3), 33–48.
Bashir, I., & Madhavaiah, C. (2015). Consumer attitude and behavioural intention towards Internet banking adoption in India. Journal of Indian Business Research, 7(1), 67–102.
Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model on JSTOR. (n.d.). Retrieved June 10, 2022, from
Daily Economic and Market|Review Mandiri1. (n.d.).Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319.
Daftar 50 Website & Aplikasi E-Commerce di Indonesia 2019. (n.d.). Retrieved June 26, 2022, from
Electronic Commerce: Structures and Issues on JSTOR. (n.d.). Retrieved June 6, 2022, from
Fang, Y. H., Chiu, C. M., & Wang, E. T. G. (2011). Understanding customers’ satisfaction and repurchase intentions An integration of IS success model, trust, and justice. Internet Research, 21(4), 479–503.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and tam in online shopping: AN integrated model. MIS Quarterly: Management Information Systems, 27(1), 51–90.
Grabner-Kräuter, S., & Kaluscha, E. A. (2003). Empirical research in on-line trust: a review and critical assessment. International Journal of Human-Computer Studies, 58(6), 783–812.
Google, TEMASEK, Bain and Co. (2020, November). Retrieved May 26, 2022, from
Guay, D., & Ettwein, J. (1998). Internet Commerce Basics. Electronic Markets, 8(1), 12–15.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2014). PLS-SEM: Indeed a Silver Bullet.
Https://Doi.Org/10.2753/MTP1069-6679190202, 19(2), 139–152.
Hair Jr., J. F., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2).
Hair, J.F., Hult, G.T.M., Ringle, C.M., & Sarstedt, M. (2017a). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) . Sage, Thousand Oaks, CA.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.
Hanaysha, J. R. (2017). Impact of Social Media Marketing, Price Promotion, and Corporate Social Responsibility on Customer Satisfaction. Jindal Journal of Business Research, 6(2), 132–145.
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20, 277319. 7979(2009)0000020014/FULL/XML
Herrmann, A., Xia, L., Monroe, K. B., & Huber, F. (2007). The influence of price fairness on customer satisfaction: an empirical test in the context of automobile purchases. Journal of Product & Brand Management, 16(1), 49–58.
Hong, I. B., & Cho, H. (2011). The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: Intermediary trust vs. seller trust. International Journal of Information Management, 31(5), 469–479.
Iankova, S., Davies, I., Archer-Brown, C., Marder, B., & Yau, A. (2019). A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management, 81, 169–179.
Jimenez, N., San-Martin, S., & Azuela, J. I. (2016). La confianza y la satisfacción: claves para la lealtad del cliente en el comercio móvil. Academia Revista Latinoamericana de Administracion, 29(4), 486–510.
Kementerian Koperasi UMKM. (n.d.). Retrieved July 1, 2022, from
Kontrak Hukum - Kriteria UMKM Menurut Peraturan Baru. (n.d.). Retrieved June 7, 2022, from
Kühn, S. W., & Petzer, D. J. (2018). Fostering Purchase Intentions Toward Online Retailer Websites in an Emerging Market: An S-O-R Perspective. Https://Doi.Org/10.1080/15332861.2018.1463799, 17(3), 255–282.
Liu, L., Lee, M. K. O., Liu, R., & Chen, J. (2018). Trust transfer in social media brand communities: The role of consumer engagement. International Journal of Information Management, 41, 1–13.
[Laporan] Perusahaan E-Commerce Mana yang Paling Berpengaruh di Asia Tenggara pada Q1 2022? (n.d.). Retrieved June 25, 2022, from paling-berpengaruh-di-asia-tenggara-pada-q1-2022/
Ekonomi Dan Bisnis Universitas Udayana, 3637.
Martínez, P., & Rodríguez del Bosque, I. (2013). CSR and customer loyalty: The roles of trust, customer identification with the company and satisfaction. International Journal of Hospitality Management, 35, 89–99.
Melihat Peran UMKM di Indonesia, Bagaimana Perkembangannya? - SIRCLO. (n.d.). Retrieved May 28, 2022, from umkm-di-indonesia-bagaimana-perkembangannya/
Memon, M. A., Ting, H., Cheah, J.-H., Thurasamy, R., Chuah, F., & Cham, T. H. (2020). Sample Size for Survey Research: Review and Recommendations. Journal of Applied Structural Equation Modeling, 4(2).
MSME Empowerment Report 2021 | Dailysocial. (n.d.). Retrieved May 27, 2022, from
Narang, R., & Trivedi, P. (2016). Challenges and Opportunities of E-Tailing in Emerging Economies. Https://Services.Igi- Global.Com/Resolvedoi/Resolve.Aspx?Doi=10.4018/978-1-4666-9921-2.Ch003, 50–71.
Wen, C., Prybutok, V.R., & Xu, C. (2011). An Integrated Model for Customer Online Repurchase Intention. Journal of Computer Information Systems, 52, 14 - 23.
Pemerintah Terus Perkuat UMKM Melalui Berbagai Bentuk Bantuan. (n.d.). Retrieved May 27, 2022, from terus-perkuat-umkm-melalui-berbagai-bentuk-bantuan/
Pengaruh Social Media Marketing dan Kepuasan Pelanggan Terhadap Loyalitas Merek (Studi Pada Pelanggan Pengakses Fanpage Air Asia Indonesia di Kota Malang) | Pratama | Jurnal Ilmiah Mahasiswa FEB. (n.d.). Retrieved June 10, 2022, from
Pengembangan dan Peningkatan Usaha bagi Pelaku UMKM | Smesco Indonesia. (n.d.). Retrieved July 1, 2022, from dan-peningkatan-usaha-umkm
PENGGUNAAN TAM (TECHNOLOGY ACCEPTANCE MODEL) UNTUK KEPERLUAN PENELITIAN – School of Information Systems. (n.d.). Retrieved June 24, 2022, from technology-acceptance-model-untuk-keperluan-penelitian/
Pham, T. S. H., & Ahammad, M. F. (2017). Antecedents and consequences of online customer satisfaction: A holistic process perspective. Technological Forecasting and Social Change, 124, 332–342.
Pires, G., Stanton, J., & Eckford, A. (2004). Influences on the perceived risk of purchasing online. Journal of Consumer Behaviour, 4(2), 118–131.
POTURAK, M., & SOFTIĆ, S. (2019). Influence of Social Media Content on Consumer Purchase Intention: Mediation Effect of Brand Equity. Eurasian Journal of Business and Economics, 12(23), 17–43.
Purwidiantoro, M. H., SW, D. F. K., & Hadi, W. (2016). Pengaruh penggunaan media sosial terhadap pengembangan usaha kecil menengah (UKM). Eka Cida, 1(1).
Rahayu, R., & Day, J. (2015). Determinant Factors of E-commerce Adoption by SMEs in Developing Country: Evidence from Indonesia. Procedia - Social and Behavioral Sciences, 195, 142–150.
Rahayu, R., & Day, J. (2017). E-commerce adoption by SMEs in developing countries: evidence from Indonesia. Eurasian Business Review, 7(1), 25–41.
Ranjbarian, B., Sanayei, A., Kaboli, M. R., & Hadadian, A. (2012). An Analysis of Brand Image, Perceived Quality, Customer Satisfaction and Re-purchase Intention in Iranian Department Stores. International Journal of Business and Management, 7(6).
Rauniar, R., Rawski, G., Yang, J., & Johnson, B. (2014). Technology acceptance model (TAM) and social media usage: An empirical study on Facebook. Journal of Enterprise Information Management, 27(1), 6–30. 04-2012-0011
Rigdon, E. E. (2012). Rethinking Partial Least Squares Path Modeling: In Praise of Simple Methods. Long Range Planning, 45(5–6), 341–358.
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial Least Squares Structural Equation Modeling. In Handbook of Market Research (pp. 1–40). Springer International Publishing.
Saturated Sectors: Finding Gaps In The Ecommerce Market In 2021. (n.d.). Retrieved May 27, 2022, from
Katadata (2021) Sediakan Fitur Daftar Usaha UMKM, Tokopedia: Kami Pertama di Indonesia. Retrieved June 26, 2022, from
Singh, S., Sahni, M. M., & Kovid, R. K. (2020). What drives FinTech adoption? A multi-method evaluation using an adapted technology acceptance model. Management Decision, 58(8), 1675–1697.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising, 26(2), 53–66.
Survei Kinerja UMKM di Masa Pandemi COVID19 | Lembaga Ilmu Pengetahuan Indonesia. (n.d.). Retrieved May 27, 2022, from kinerja-umkm-di-masa-pandemi-covid19/22071
Tatar, Ş. B., & Eren-Erdoğmuş, İ. (2016). The effect of social media marketing on brand trust and brand loyalty for hotels. Information Technology and Tourism, 16(3), 249–263.
Tilson, D., Lyytinen, K., & Sørensen, C. (2010). Digital infrastructures: The missing IS research agenda. Information Systems Research, 21(4), 748–759.
Tokopedia Jadi Penguasa E-Commerce Indonesia pada Februari 2022. (n.d.). Retrieved May 28, 2022, from jadi-penguasa-ecommerce-indonesia-pada-februari-2022
Trisnawati, E., Suroso, A., Program, U. K., Manajemen, S., Soedirman, J., Jalan, P., Boenyamin, H. R., 708, N., & Purwokerto, G. (2012). ANALISIS FAKTOR- FAKTOR KUNCI DARI NIAT PEMBELIAN KEMBALI SECARA ONLINE (STUDY KASUS PADA KONSUMEN FESH SHOP) Key Factors Analysis of Online Repurchase (Case Study on Consumers Shop Fesh). Jurnal Bisnis Dan Ekonomi (JBE), 19(2), 126–141.
Tu, C.-C., Fang, K., & Lin, C.-Y. (2012). Perceived Ease of Use, Trust, and Satisfaction as Determinants of Loyalty in e-Auction Marketplace.
Venkatesh, V., & Bala, H. (2008). Technology Acceptance Model 3 and a Research Agenda on Interventions. Decision Sciences, 39(2), 273–315.
Widiana, M. E., Supit, H., & Hartini, S. (2012). Penggunaan Teknologi Internet dalam Sistem Penjualan Online untuk Meningkatkan Kepuasan dan Pembelian Berulang Produk Batik pada Usaha Kecil dan Menengah di Jawa Timur. Jurnal Manajemen Dan Kewirausahaan, 14(1).
We Are Social. (2021). DIGITAL 2021: THE LATEST INSIGHTS INTO THE ‘STATE OF DIGITAL’. Singapore: We Are Social. Retrieved Juni 15, 2022, from
We Are Social. (2022). DIGITAL 2022: ANOTHER YEAR OF BUMPER GROWTH’. Singapore: We Are Social. Retrieved May 11 , 2022, from
World Bank Indonesia Survey on Digital Merchant Shopee. (n.d.). Retrieved July 1, 2022, from 0070012021/world-bank-indonesia-survey-on-digital-merchant-shopee
Zhou, T. (2011). An empirical examination of users’ post-adoption behaviour of mobile services. Behaviour and Information Technology, 30(2), 241–250.
Zoubi, F. H., & Mohammad Al-Harazneh, D. (2019). The Impact of Social Media on Customers’ Loyalty toward Hotels in Jordan. International Journal of Business and Management, 14(5), 123.