INDONESIAN CUSTOMER SATISFACTION IN ONLINE SHOPPING TRADING

This research aims to find out if the ease of shopping, site design, informative, comprehensive, and communication have a significant influence on the level of Indonesian customer satisfaction in online shopping transactions and how the impact to the word of mouth communication. Respondents of this study are the 250 students of Jakarta colleges. This study found that the variables of design, simplicity, and security have an influence on customer satisfaction in shopping online, while the informative variable and communication have no influence on the customer's satisfaction online shopping.

Spiller, 1998). Navigation, product information, and design of the site are an important factor in creating customer satisfaction online (Szymanski &Hise, 2000). This opinion is supported by the Page and Lepkowska-Whitc (2002), Ranganathan and Ganapathy (2002) which showed a site design influences towards customer satisfaction.
Another important variable is the quality of information about the product or service provided (Widow et al., 2002; Szymanski &Hise) on the drop. The accuracy of information is a very important element for the credibility of the site. Consumers will benefit most from an information if it considers that such information is accurate (Cheung et al., 2008). The last dimension of the quality of information is comprehensive. Cheung et al. (2008) found that the more complete the information provided by the site, the higher the benefits that will accrue to the users of the site. The informative site may encourage consumer satisfaction in shopping online. Lee and Turbans (2001) state that the consumer is unlikely to make a purchase online if it faces consequences were concerned. Therefore, the drop in security in shopping online is worthy of note because security refers to security technology, such as the presence of privacy, verification, and encryption mechanisms (Mukherjee & Nath, 2007). Marketers need to assure prospective consumers that transactions they do safety.
The other variable is a communication. Communication includes openness, quality of information, and the quality of response (Mukherjee & Nath, 2003). Gefen and Straub (2001) found that electronic systems are very important to build consumer trust online shopping. The quality of the response refers to the speed and frequency of communication in responding to the case.
Communication is the phenomenon of WOM group, an exchange of thoughts or ideas between two or more persons (Bone, 1992). Communication is more trusted than WOM advertising or information provided through the corporate promotion (Silverman, 2001). E-WOM is communication, both containing a positive or negative message, made by consumers regarding product or company through internet media (Hennig-Thurau et al.,) the number of consumers shopping online was 83% of online consumers reported that they make a purchase based on the results of the review and the recommendations of other consumers online (Opinion Research Corporation, 2008, referenced in Cheung & Thadani, 2010).

CONCEPTUAL FRAMEWORK AND RESEARCH HYPOTHESES
The conceptual framework in this study can be described in Figure 1. : informative online shopping site has a significant and positive influence towards customer satisfaction H4: security online shopping site has a significant and positive influence towards customer satisfaction H5: communication in the online shopping site has a significant and positive influence towards customer satisfaction H6: customer satisfaction online shopping has significant effects on communication is word of mouth.

METHODS OF RESEARCH
The population of this study is an experienced Indonesia community shopping over the internet. Data collection was done through the dissemination of questionnaires that were adopted from Shin (2010, 2009). The questionnaires distributed to 250 students at several universities in Jakarta. Sampling techniques using a convenience sampling. An indicator is said to be valid if it has a value of corrected item-total correlation of 0.30. Measurements of a variable are said to be reliable if it has a value of Cronbach alpha 0.60.

RESULTS AND DISCUSSION
Reliability test results showed that all variables used in this study are reliable. It can be seen from Alpha Cronbach's value of each variable is greater than 0.7 (see Table 1). The results of the test of normality with the Kolmogorov Smirnov shows p-value 0244 > alpha 0.05 so that it can be concluded that the residual value is normally distributed. In other words, the regression models meet the assumptions of normality of the data. Obviously, this can be seen in Table 3: Heteroscedastic testing is done using graph scatterplot to see if the entire residual or error has the same variant for the entire observation over the independent variable. The table indicates that the Predicted Value Component Regression shows a random pattern so there were no heteroscedastic on the model of research.  The independent variables have no tolerance and values when multicollinearity VIF approaching 1 (Ghozali, 2006). Table 4 shows the value of tolerance nothing less than 0.10 and VIF nothing greater than 10 so it can be concluded that there is no multicollinearity among the independent variables.
The value of the DW of 1,899 in Table 5 indicates that the value is between the value of du (1.8199) and 4-du (2.1801) so it can be concluded that there is no autocorrelation in regression models. To perform an analysis of the influence of all the variables are independent of the level of voluntary disclosure, performed statistical tests or ANOVA F test done which results are shown in Table 6. Based on Table 6, it is known that the value of F is the count of significance with the value 0000 27,823 far below the 0.05 value then it can be inferred that the regression model can be used to predict the level of consumer satisfaction online trading in this research. In other words, the whole independent variables simultaneously affecting the level of consumer satisfaction online trading in this study.
In addition, Table 7 also shows the value of the coefficient of determination (Adjusted R Square) of 0.35. It showed that about 35% of the variation of the independent variables included in this study may explain the dependent variables, the remaining 65% is explained by other variables that are outside the model or not tested in this study.  Table 8 presents the results of the test data t of each independent variable are examined. The test results show that only the dimension design, simplicity, and security of sites that have an influence on the online shopping because of customer satisfaction has significance below 0.05, whereas the dimension of the informative and communication have no influence customer satisfaction online trading. Table 9 shows the value of significance from the ease of the site of 0.000, smaller than 0.05. Thus the results of this study support Szymanski and Hise, 2000; Srinivasan et al., 2002; and Chung and Shin, 2008 indicate that the ease of the site has a significant influence on the level of satisfaction of consumers shopping online. The ease of the site effect on satisfaction because if your site is difficult to navigate and there is a less relevant content, then the user will be easy to move to see another site (Reichheld & Scheffer, 2000) and because the consumers use online retail shopping to obtain ease of transactions (Torkzadeh & Dhillon, 2002).  Table 9 shows the value of significance of site design of 0.044, smaller than 0.05. Thus the results of this study show that the design of the site has a significant influence on the level of satisfaction of consumers shopping online. The results of this study similar with Page and Lepkowska-Whitc (2002); Ranganathan and Ganapathy (2002); Loshe and Spiller (1998) which show the existence of a site design influences towards customer satisfaction. An interesting site design (graphics or images) support the appearance of a retail online so consumers who visit the site will be keen to explore it (Lohse and Spiller, 1998). Good site design, neat, and easy navigation and fast can satisfy consumers because it can save you time in the shop and do not drain the minds of consumers in conducting transactions (Pastrick, 1997;Szymanski & Hise, 2000).
The value significance of the informative site of 0897 far greater than 0.05 so the informative site has no influence on the level of satisfaction of consumers shopping online. The results of this study do not support the hypothesis.
The data in Table 9 show the value of significance of site security of 0.000, smaller than 0.05. It indicates that site security has a significant influence on the level of satisfaction of consumers shopping online. The results of this study are the same with Hoffman and Novak (2000), Reichheld and Schefter (2000), and Chung and Shin (2010) whose state that the security of the transaction in an online shopping system is an important factor to attract customers considering security a retail site that will effect on customer satisfaction. Site security related consumer concerns over the risk of reducing the losses that may be encountered (Lee & Turbans, 2001) and make consumers unprotected from a side of privacy and security (Udo, 2001). Table 9 also shows values the significance of communications site of 0.050, equal to 0.05. Thus the results of this study indicate that communication site does not have a significant influence on the level of satisfaction of consumers shopping online. Communication in the site in the form of disclosure, provision of information that is authentic, relevant, and quality, as well as adequate feedback systems, are proven to encourage consumer satisfaction. The results of this study do not support the hypothesis of Joines et al. (2003) which showed that the tendency of internet users to do online shopping related to motivational communication and also the results of research Chung and Shin (2010) which showed that communication encourages the creation of customer satisfaction.

CONCLUSION
The results of this study show that only the dimension of ease, security, and design influence on the satisfaction of customers shopping online because they have a value of significance below 0.05, whereas the dimension of the informative and communication do not influence on customer satisfaction online trading.