JBPD

Article Details

Vol. 6 No. 1 (2026): Juli

Articles

The Role of Green Platform Design in Enhancing User Comfort in Digital Marketplaces

H Harun Adama Sume R Randy Hermawan A Aditya Rifandy Zaenudin H Herman S. Soegoto L Lilis Puspitawati
08 July 2026 Vol. 6 No. 1 (2026): Juli https://doi.org/10.35912/jbpd.v6i1.6835
Abstract
08 Jul 2026

Purpose: This study aims to examine the role of green platform design in enhancing user comfort within digital marketplace environments by exploring how sustainability-oriented interface elements influence user experiences and behaviors.
Research Methodology: This study employed a qualitative descriptive approach. Data were collected through in-depth interviews, direct observations, documentation, and open-ended questionnaires involving 93 users of Shopee, Tokopedia, and TikTok Shop. The collected data were analyzed using thematic analysis to identify key patterns related to green platform design and user comfort.
Results: The findings indicate that green platform design elements, including simplified interface layouts, intuitive navigation, eco-friendly features, sustainability-related product information, eco-labels, and green product recommendation systems, contribute to higher user comfort, improved search efficiency, increased trust, and enhanced overall satisfaction.
Conclusions: The study concludes that green platform design serves as an important factor in shaping positive user experiences in digital marketplaces. Integrating sustainability principles into platform interfaces not only supports environmental awareness but also strengthens user engagement and marketplace competitiveness.
Limitations: This study is limited by its qualitative approach and the involvement of users from three selected digital marketplaces, which may restrict the generalizability of the findings to broader e-commerce contexts.
Contributions: This study highlights green platform design as a determinant of user comfort and provides practical insights for developing sustainable digital marketplace strategies that enhance user experience and loyalty.

Keywords: E-Commerce Green Platform Design Marketplace User Comfort User Experience
How to Cite
“
Sume, H. A., Hermawan, R. ., Zaenudin, A. R. ., Soegoto, H. S. ., & Puspitawati, L. . (2026). The Role of Green Platform Design in Enhancing User Comfort in Digital Marketplaces. Jurnal Bisnis Dan Pemasaran Digital, 6(1), 19–34. https://doi.org/10.35912/jbpd.v6i1.6835
Endnote/Zotero/Mendeley (RIS) BibTeX
References
  1. Abuhassna, H., Alnawajha, S., Awae, F., Mohamed Adnan, M. A. B., & Edwards, B. I. (2024). Synthesizing technology integration within the Addie model for instructional design: A comprehensive systematic literature review. Journal of Autonomous Intelligence, 7(5), 1546-1546. https://doi.org/10.32629/jai.v7i5.1546
  2. Aekthanate, W., Ketkaew, C., & Jantuma, N. (2024). Trust and website conversion in consumer responses to green product purchasing: A new perspective through the lens of innovative website design's technology integration. Heliyon, 10(1). https://doi.org/10.1016/j.heliyon.2023.e23764
  3. Ariestania, A. R., & Adriyanto, A. T. (2024). Jurnal ilmiah manajemen dan bisnis green marketing dalam membentuk keputusan pembelian jurnal ilmiah manajemen dan bisnis. Jurnal Ilmiah Manajemen dan Bisnis, 25(2), 159-176. https://doi.org/10.30596/jimb.v25i2.21999
  4. Asikis, T., Klinglmayr, J., Helbing, D., & Pournaras, E. (2021). How value-sensitive design can empower sustainable consumption. Royal Society Open Science, 8(1), 201418. https://doi.org/10.1098/rsos.201418
  5. Atieq, M. Q., & Nurpiani, E. (2022). Pengaruh kemudahan penggunaan, manfaat dan risiko terhadap minat nasabah menggunakan mobile banking bank syariah. Jurnal Valuasi: Jurnal Ilmiah Ilmu Manajemen dan Kewirausahaan, 2(1), 401-423. https://doi.org/10.46306/vls.v2i1.109
  6. Cahyadi, E. R., Widianti, K. R., & Slamet, A. S. (2021). The use behavior of tracking and tracing services in e-commerce logistics. Jurnal Manajemen dan Organisasi, 12(1), 10-20. https://doi.org/10.29244/jmo.v12i1.35373
  7. Erni, E., & Jaya, F. (2022). Efektifitas Perizinan Berusaha berbasis risiko dalam rangka kemudahan berusaha. Wajah Hukum, 6(2), 248-257. https://doi.org/10.33087/wjh.v6i2.927
  8. Farikhatus Sa'bandiyah, U., Hamid, A. M., & Ayu, I. (2025). Peran maqashid syariah dalam mendukung keberlanjutan lingkungan melalui implementasi green economy: Studi kasus tenun ikat di parengan. Sibatik Journal, 4(6), 709-722.
  9. Fianda, A. Y. A., Fandinny, I., Kacaribu, L. N. B., Desyani, N. A. f., Asyifa, N., & Wijayanti, P. (2022). Eco-friendly packaging: Preferensi dan kesediaan membayar konsumen di marketplaces. Jurnal Ilmu Lingkungan, 20(1), 147-157. https://doi.org/10.14710/jil.20.1.147-157
  10. Irfany, M. A. N., Az-Zahra, H. M., & Syawli, A. (2023). Evaluasi user experience pada aplikasi belanjaparts menggunakan metode human centered design. Jurnal Pengembangan Teknologi Informasi dan Ilmu Komputer (J-PTIIK).
  11. Iskandar, M., Hartoyo, H., & Hermadi, I. (2020). Analysis of factors affecting behavioral intention and use of behavioral of mobile banking using unified theory of acceptance and use of technology 2 model approach. International Review of Management and Marketing, 10(2), 41-49. https://doi.org/10.32479/irmm.9292
  12. Jameela, N., Eva Misfah, B., & Nanik, E. (2024). Tinjauan etika bisnis islam terhadap praktik jual beli sistem preloved pada shopee. Bandung Conference Series: Sharia Economic Law, 4(1), 87-93. https://doi.org/10.29313/bcssel.v4i1.11197
  13. Kanapickien?, R., Keliuotyt?-Staniul?nien?, G., Teresien?, D., Špicas, R., & Neifaltas, A. (2022). Macroeconomic determinants of credit risk: Evidence on the impact on consumer credit in central and eastern european countries. Sustainability (Switzerland), 14(20), 1-62. https://doi.org/10.3390/su142013219
  14. Khaddafi, M., Rahman, M. N., Riszki, M., & Wahyudi, A. (2024). Penerapan green economy pada maqoshid syariah. Jiic: Jurnal Intelek Insan Cendikia, 1(9), 4737-4742.
  15. Kirchner, S., & Schüßler, E. (2019). The organization of digital marketplaces: Unmasking the role of internet platforms in the sharing economy (pp.
  16. Klein, P., & Popp, B. (2022). Last-Mile delivery methods in e-commerce: Does perceived sustainability matter for consumer acceptance and usage?. Sustainability, 14(24), 16437. https://doi.org/10.3390/su142416437
  17. Kurniawan, H., Gunawan, R., & Rahayu, S. (2025). Green economy dalam perspektif ekonomi syariah : Solusi untuk pembangunan berkelanjutan. Prosiding Seminar Nasional Teknologi Komputer dan Sains, 3(1), 361-368.
  18. Lu, Y., & Yan, T. (2023). Sustainability-driven consumer experience design of an online retail system for household appliances. EAI Endorsed Transactions on Scalable Information Systems, 10(5). https://doi.org/10.4108/eetsis.3331
  19. Martínez-Caro, E., Cepeda-Carrión, G., Cegarra-Navarro, J. G., & Garcia-Perez, A. (2020). The effect of information technology assimilation on firm performance in B2B scenarios. Industrial Management and Data Systems, 120(12), 2269-2296. https://doi.org/10.1108/IMDS-10-2019-0554
  20. Mufid, M. (2024). Reasoning ecological fatwas: The progressive response of the Indonesian Ulema Council (MUI) to the phenomenon of climate change in Indonesia. Istinbath : Jurnal Hukum, 20(02), 102-122. https://doi.org/10.32332/istinbath.v20i02.4824
  21. Ngah, A. H., Bandar, N. F. A., Awi, N. A., Eneizan, B., & Alshannag, F. M. (2022). The mediation effect of online shopping habits on personality traits and intention to recommend; the Covid-19 Effect. International Journal of Business and Society, 23(1), 188-206. https://doi.org/10.33736/ijbs.4608.2022
  22. Norouzkhani, N., Norouzi, S., Faramarzi, M., Bahari, A., Shirvani, J. S., Eslami, S., & Tabesh, H. (2025). Developing and evaluating a gamified self-management application for inflammatory bowel disease using the ADDIE model and Sukr framework. BMC medical informatics and decision making, 25(1), 11-11. https://doi.org/10.1186/s12911-024-02842-3
  23. Nurdianasari, & Rista, F. I. (2021). Study of perceived online convenience and customer satisfaction toward behavioral intention in online shopping. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(2), 399-409.
  24. Nurmalasari, W., Mofea, S., & Komariah, M. (2023). Tinjauan yuridis pelaksanaan transaksi jual beli online (e-commerce) melalui shopee paylater berdasarkan perspektif hukum. Lex Veritatis, 2, 94-103.
  25. Pahrijal, R. (2023). Mengubah sampah menjadi harta karun: Inovasi daur ulang yang menguntungkan lingkungan dan ekonomi (studi literature). Jurnal Multidisiplin West Science, 2(06), 483-492. https://doi.org/10.58812/jmws.v2i6.430
  26. Prabawani, B., Hadi, S. P., Wahyudi, F. E., & Ainuddin, I. (2023). Drivers and initial pattern for corporate social innovation: From responsibility to sustainability. Heliyon, 9(6). https://doi.org/10.1016/j.heliyon.2023.e16175
  27. Pratamal, R. P., Prasetyo, K. W., & Aditya, A. (2022). Analyzing e-service quality and e-satisfaction effects on customer loyalty at an indonesian digital marketplace. JITE (Journal of Informatics and Telecommunication Engineering), 6(1), 126-134. https://doi.org/10.31289/jite.v6i1.7265
  28. Rana, S., Shafi, F., Rasheed, A., & Malik, M. I. (2024). Online environmental platforms service and green consumer behavior nexus: A multi-mediator study. Future Business Journal, 10(1), 3. https://doi.org/10.1186/s43093-023-00283-4
  29. Ratna. (2024). A literature review: Comparing approaches of islamic finance and conventional finance in the epistemology of sharia economy. Jurnal LA RIBA Jurnal Perbankan Syari'ah Program Studi Perbankan Syari'ah, 6(01), 20-29.
  30. Ratnaningtyas, E. M., Ramli, Syafruddin, Edi, S., Suliwati, D., Bekty Taufiq Ari, N., Jahja, A. S. (2023). Metodologi Penelitian Kualitatif. Sigli Pidie: Yayasan Penerbit Muhammad Zaini.
  31. Regif, S. Y., Seran, M. S. B., Naif, I. Y., Pattipeilohy, A., & Saputri, L. (2023). Literasi digital ekonomi hijau terhadap pemberdayaan UMKM desa di Kabupaten Langkat. Jurnal Ilmu Politik dan Pemerintahan, 9(1), 49-69. https://doi.org/10.37058/jipp.v9i1.6922
  32. Riadi, H. A. M., Pinontoan, D. P., Huzna, A. N., & Fitroh. (2022). Systematic literature review: Peran digital influencer terhadap digital marketing. Jurnal Sains Pemasaran Indonesia, 21(2), 283-300.
  33. Rubel, M. R. B., Kee, D. M. H., & Rimi, N. N. (2025). Unpacking the eco-friendly path: Exploring organizational green initiatives. International Journal of Contemporary Hospitality Management, 37(6), 2049-2071.
  34. Santy, R. D., & Hidayat, G. H. (2021). E-Transaction in digital era. International Journal of Research and Applied Technology, 1(2), 249-256. https://doi.org/10.34010/injuratech.v1i2.5640
  35. Silviah, S., Lutfianti, W. H., & Firmansyah, R. (2022). Analisis pengambilan keputusan konsumen dalam membeli produk online pada e-marketplace di Indonesia. Jurnal Performa: Jurnal Manajemen dan Start-Up Bisnis, 7(6), 669-679. https://doi.org/10.37715/jp.v7i6.3394
  36. Sugiono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R & D (Bandung: Alfabeta).
  37. Suhardi, M. A., Febliansa, M. R., Anzori, A., & Damarsiwi, E. P. M. (2023). Pengenalan metode pembayaran Cash On Delivery (COD) dalam kegiatan transaksi belanja online pada warga Dusun II Desa Sidoluhur. Jurnal Dehasen Mengabdi, 2(2), 101-106. https://doi.org/10.37676/jdm.v2i2.4752
  38. Susanto, H., & Prasetyo, A. (2023). Transformasi digital UMKM melalui penerapan teknologi berbasis AI. Jurnal Ekonomi Digital Indonesia, 2(2), 119-130.
  39. Syamilah, F. (2025). The influence of perceived usefulness, perceived ease of use, and perceived value on intention to use e-commerce. Jurnal Riset Manajemen Sains Indonesia, 16(2), 88-99.
  40. Wahyudi, T., & Nugroho, A. (2022). Transformasi digital di sektor perbankan: Peluang dan tantangan. Jurnal Transformasi Digital, 8(1), 45-60.
  41. Zhang, Z., Sami, F., Ullah, I., Ullah, S., & Salahuddin, K. (2024). Analyzing the green marketing approaches and their impact on consumer behavior toward the environment in China : A logistic regression approach. Environment, Development and Sustainability, 26(11), 29453-29474. https://doi.org/10.1007/s10668-023-03985-5
License & Copyright
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.