Analysis of Online Marketplace Success in Accounting Students of the University of North Sumatra: Application of Service Convenience Theory

This study aims to measure the impact of the success of online marketplaces among undergraduate students of the Faculty of Economics and Business of the Accounting degree program at Universitas Sumatera Utara. The study is a quantitative approach using a cross-sectional and survey method. The population of this study includes all undergraduate students in the Accounting Study Program of the Faculty of Economics and Business, Universitas Sumatera Utara, and a total sample of 291 students. Data is collected via an online questionnaire. The results of this study show that decision convenience, access convenience, transaction convenience, benefit convenience, and post-benefit convenience have a positive and significant influence on the success of online marketplaces. However, the success of the online marketplace is not affected by post-benefit convenience. This study suggests that improving decision convenience, access convenience, transaction convenience, and benefit convenience is the best strategy for the success of online marketplaces.