How to Achieve Value Creation in Digital World? The Influence of IT Response on Value Creation and Customer Satisfaction

Abstract

The purpose of this research is to determine the relationship between Value Creation and Customer Satisfaction, relationship between IT Response and Transaction Efficiency and relationship between Transaction Efficiency and Customer Satisfaction. The research method of this paper is a survey method, The target population of this research are the customers of the selected E-commerce platforms in Jakarta, namely Tokopedia, Shopee, Bukalapak, Lazada, and Blibli. The sampling techniques that is used for data collection are convenience sampling. The number of samples that is being collected are 194 samples likert scale will be used to measure all of variables of IT response, value creation, transaction efficiency, customer satisfaction. Data analysis method will use SmartPLS 3.0 to analyze the data with partial least square model (PLS-SEM). The result shows that the hypothesis is supported and the effect of IT response is significantly affecting value creation. The better the response from any e-commerce platforms, the better customer value created during the process.The value creation is positively affecting customer satisfaction. To generate customer satisfaction in digital platforms, a new value of shopping is required, the effect of IT response is positively affecting transaction efficiency. The complexity of information technology can benefit the process of online transaction in a way that will generate efficiency for the users. The transaction efficiency is positively affecting customer satisfaction. The result of hypotheses of this research shows that IT Response has a positive effect on value creation as well as transaction efficiency. This leads to the result of hypothesis of value creation on customer satisfaction. The same result showed on the hypothesis of transaction efficiency on customer satisfaction.