The Effects of Convenience, Ease of Use, and Promotion on Purchasing Decision: The Mediating Role of Customer Satisfaction Among Shopee Indonesia Users

Abstrak

The rapid development of e-commerce has transformed consumer purchasing behavior and intensified competition among digital commerce platforms. This study examines the effects of convenience, ease of use, and promotion on purchasing decision and investigates the mediating role of customer satisfaction among Shopee Indonesia users. A quantitative explanatory research design was employed. Primary data were collected through an online questionnaire using a five-point Likert scale from 135 Shopee users selected through purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that convenience has a positive but insignificant effect on both purchasing decision and customer satisfaction. In contrast, ease of use and promotion have positive and significant effects on purchasing decision and customer satisfaction. Customer satisfaction also has a positive and significant effect on purchasing decision. The mediation analysis reveals that customer satisfaction does not mediate the relationships between convenience and purchasing decision or between ease of use and purchasing decision. However, customer satisfaction significantly mediates the relationship between promotion and purchasing decision. The findings indicate that ease of use and promotion are more important direct drivers of purchasing decisions, while customer satisfaction functions as a meaningful psychological mechanism particularly in translating promotional benefits into purchasing decisions.