Analisis Kesuksesan Online Marketplace pada Mahasiswa Akuntansi Universitas Sumatera Utara: Aplikasi Teori Service Convenience

Abstract

This study aims to measure the effect of decision convenience, access convenience, transaction convenience, benefit convenience and post-benefit convenience on the online marketplace success among undergraduate students in the Accounting Study Program Faculty of Economics and Business, Universitas Sumatera Utara. The study is a quantitative approach with a cross-sectional and survey method. The population of this study includes all undergraduate students of the Accounting Study Program Faculty of Economics and Business, Universitas Sumatera Utara, and a total sample of 291 students. The data is gathered using an online questionnaire. The results of this study indicate that decision convenience, access convenience, transaction convenience and benefit convenience have a positive and significant effect on the online marketplace success. However, the online marketplace success is not affected by post-benefit convenience. This study points out that improving decision convenience, access convenience, transaction convenience and benefit convenience is the best strategy for online marketplace to gain success.