USULAN RANCANGAN PENGEMBANGAN LAYANAN APLIKASI BUSINESS TO CUSTOMER (B2C) MARKETPLACE PERTANIAN DIGITAL COMPANY INDONESIA

• Main Author: Kedaton, Sekar
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77812
• Institution: Institut Teknologi Bandung

The current development of digitalization has a broad impact on various aspects of life. These developments open opportunities to improve welfare. Digital companies also take advantage of this opportunity by creating an agricultural marketplace. The creation of an agricultural marketplace aims to solve problems in the agricultural sector. However, the agricultural marketplace business development process experienced problems with revisit intention and customer repeat orders. These constraints cause a decrease in the intention of service users from time to time. The absence of an evaluation of these obstacles causes its existence to continue. This research aims to increase customer intention by developing an agricultural marketplace application service. The research process begins with determining the influential variables that will be built in the research model. The reference models used are models related to how customer intentions are built and influenced by these variables. The exogenous variables in this research are social responsibility, customer trust, customer satisfaction, perceived service quality, perceived system quality, and perceived information quality. Then the endogenous variable in this study is customer loyalty. The data analysis method used in this study is partial least square structural equation modeling (PLS-SEM). The intended target respondents are women in the city of Bandung aged 20-39 years. Data collection was carried out in each sub-district in the city of Bandung and obtained data from 298 respondents. The results of data processing show that the relationship between the variables hypothesized in this study is significant. The results of the significance of the relationship between variables are used in the process of formulating a design for developing agricultural marketplace application services. The design will focus on the variable with the highest strength path coefficient value, namely the perceived system quality variable. The results of this design are the development of feedback features, an application service performance monitoring system, and a cache cleaning system and network signal booster. Next, feasibility factors were identified as qualitative considerations for the proposed agricultural marketplace application service development design.