The Role of Social influence in Moderating Expectation Toward Confirmation and Consumer Satisfaction of Layer Chicken Eggs Yovan Faihza Maulana and Jaisy Aghniarahim Putritamara
Faculty of Animal Science and Technology, Universitas Brawijaya
Abstract
Rapid digital commerce expansion in Indonesia introduces significant logistical risks and consumer uncertainty in online layer chicken egg purchases, thereby highlighting a critical research gap regarding perishable agricultural commodities within digital markets. This study aims to comprehensively analyze consumer characteristics and thoroughly examine the moderating role of social influence in shaping expectations toward confirmation and consumer satisfaction. Adopting a robust quantitative approach, this research utilizes a structured survey method to collect primary data from 150 respondents selected through multistage purposive sampling across Blitar Regency and City. Consumer expectations, purchasing experience, confirmation, marketplace review-based social influence, and overall consumer satisfaction are measured carefully using a 1-5 Likert scale. Furthermore, the analytical procedure employs Partial Least Squares Structural Equation Modeling via SmartPLS software to evaluate the measurement outer models, structural inner models, and two-stage interaction moderating effects. This research anticipates demonstrating that consumer expectations significantly shape confirmation, and confirmation subsequently drives consumer satisfaction, while marketplace social influence significantly moderates the relationship between expectations and confirmation as well as between confirmation and consumer satisfaction.
