Analysis of Trust Factors and User Satisfaction of Marketplace Websites: An Empirical Study on Lazada E-Commerce

Abstract

This study aims to identify the factors influencing trust and user satisfaction in online marketplaces by applying the DeLone & McLean information system success model. Data were collected through an online questionnaire distributed to Lazada marketplace buyers in Indonesia. The empirical results indicate that trust is a key predictor in determining the quality of sellers and their ability to provide the best services. Statistically, the first hypothesis (H1) shows a significant influence of website reputation on user trust (**T-Stat = 8.50; Sig = *). The second hypothesis (H2), regarding the influence of perceived website size on trust, is not significant (T-Stat = 1.42; Sig = NS). The third hypothesis (H3) demonstrates a significant positive relationship between trust and user satisfaction with the website (**T-Stat = 5.62; Sig = *). The fourth hypothesis (H4) confirms a highly significant positive relationship between trust and perceived website quality (**T-Stat = 14.59; Sig = *). This study recommends that online marketplaces enhance the prestige of sellers and maintain customer trust, as these factors play a critical role in improving user satisfaction when shopping on online marketplaces.