Analysis of the effect of e-service quality on e-customer satisfaction and e-customer loyalty on Shopee
List of Authors
  • AMA Suyanto , Debi Yulina Br. Ginting

Keyword
  • technology, e-commerce, e-service quality, e-customer satisfaction, e-customer loyalty

Abstract
  • In the third quarter of 2020, Shopee was the top marketplace in Indonesia, ranked first with 93.4 million users with a total daily active users (DAU) of Shopee reaching 834,520,000 million users accessed the Shopee application in August 2021. However, from the number of visiting and the number of users using the Shopee application, there is a low percentage of services provided by Shopee to its users, which is only 63%. This study aims to determine and analyze how much influence the services provided by Shopee based on the dimensions of e-service quality have on ecustomer satisfaction and e-customer loyalty to Shopee application users. Distributing online questionnaires with the help of Google Form to Shopee application users with a total of 439 respondents. In this study indicate that the dimensions of efficiency, fulfillment, privacy have a positive and significant influence on the e-customer satisfaction variable, but the system availability dimension does not have a positive and significant relationship with e-customer satisfaction. The results of this study also show that only the efficiency dimension has a positive and significant effect on the e-customer loyalty variable where the other dimensions, namely system availability, fulfillment and privacy, do not have a positive and significant relationship with e-customer loyalty. This research also shows that the e-customer satisfaction variable has a positive and significant effect on the e-customer loyalty variable.

Reference
  • 1. Ahmad, A., Rahman, O., & Khan, M. N. (2017). Exploring the role of website quality and hedonism in the formation of e-satisfaction and e-loyalty: Evidence from internet users in India. Journal of Research in Interactive Marketing, 11(3), 246–267. https://doi.org/10.1108/JRIM-04-2017-0022

    2. Akhmadi, M. D. D., & Martini, E. (2020). Pengaruh E-Service Quality Terhadap Kepuasan Dan Loyalitas Pelanggan Aplikasi Ovo. Jurnal Mitra Manajemen, 4(5), 708–720. https://doi.org/10.52160/ejmm.v4i5.385

    3. Alwendi. (2020). Penerapan E-Commerce Dalam Meningkatkan. Manajemen Bisnis, 17(3), 317–325.

    4. Burhan, F. A. (2020, December). Rapor Biru Tiga E-Commerce Besar selama Pandemi dan Harbolnas 12.12 - E-commerce Katadata.co.id. KataData.Com.

    5. Ghozali, I. (Ed.). (2021). Partial Least Square Konsep, Teknik, Dan Aplikasi Menggunakan Program SmartPLS 3.2.9 Untuk Penelitian Empiris (Edisi 3) (3rd ed.). Badan Penerbit Universitas Diponegoro.

    6. Hardisman. (2021). Analisis Partial Least Square Structurral Equation Modelling (PLS-SEM) (1st ed.). Bintang Pustaka Madani.

    7. Hariansyah, F. A., Wardani, N. H., & Herlambang, A. D. (2019). Analisis Pengaruh Kualitas Layanan Mobile Banking Terhadap Kepuasan dan Loyalitas Nasabah Pada Pengguna Layanan BRI Mobile Bank Rakyat Indonesia di Kantor Cabang Cirebon. Pengembangan Teknologi Informasi Dan Ilmu Komputer, 3(5), 9.

    8. Harmayani, Marpaung, D., Hamzah, A., Mulyani, N., & Hutahaean, J. (2020). E-Commerce: Suatu Pengantar Bisnis Digital - Google Books. In J. Simarmata (Ed.), E-Commerce Suatu Penghantar Bisnis Digital (1st ed.). Yayasan Kita Menulis.

    9. Haryono, S. (2016). Metode SEM untuk Penelitian Manajemen dengan AMOS, LISREL, PLS. Badan Penerbit PT. Intermedia Personalia Utama, 450.

    10. Indrawati. (2017). Perilaku Konsumen Individu (1st ed). Refika Aditama.

    11. Jemandu, L. (2021, October). Shopee Aplikasi Belanja Paling Favorit Orang Indonesia, Kalahkan Tokopedia. Suara.Com.

    12. Jeon, M. M., & Jeong, M. (2017). Customers’ perceived website service quality and its effects on e-loyalty. International Journal of Contemporary Hospitality Management, 29(1), 438–457. https://doi.org/10.1108/IJCHM-02-2015-0054

    13. Khan, M. A., Zubair, S. S., & Malik, M. (2019). An assessment of e-service quality, e-satisfaction and e-loyalty: Case of online shopping in Pakistan. South Asian Journal of Business Studies, 8(3), 283–302. https://doi.org/10.1108/SAJBS-01-2019-0016

    14. Musyaffi, A. M., Khairunnisa, H., & Respati, D. K. (2021). Konsep Dasar Structural Equation Model - Partial Least Square (SEM-PLS) Menggunakan SmartPLS. In Konsep Dasar Structural Equation Model - Partial Least Square (SEM-PLS) Menggunakan SmartPLS. Pascal Books.

    15. Novianti, Endri, & Darlius. (2018). Novianti et al., 90 – 108 MIX: Jurnal Ilmiah Manajemen, Volume VIII, No. 1, Feb 2018. MIX: Jurnal Ilmiah Manajemen, VIII(1), 90–108.

    16. Özkan, P., Süer, S., Keser, İ. K., & Kocakoç, İ. D. (2020). The effect of service quality and customer satisfaction on customer loyalty: The mediation of perceived value of services, corporate image, and corporate reputation. International Journal of Bank Marketing, 38(2), 384–405. https://doi.org/10.1108/IJBM-03-2019-0096

    17. Permana, H., & Djatmiko, T. (2018). Analisis Pengaruh Kualitas Layanan Elektronik ( E-Service Quality ) Terhadap Kepuasan Pelanggan. Sosiohumanitas, XX(1), 201–215.

    18. Priowirjanto, E. S., Hatami, R. F., & Firdausa, S. (2021). Terminologi Ekonomi dan Teknologi Informasi dalam Hukum Ekonomi Pada Era Ekonomi Digital. In Nurrahmawati (Ed.), Terminologi Ekonomi dan Teknologi Informasi dalam Hukum Ekonomi Pada Era Ekonomi Digital (1st ed.). Bintang Pustaka Madani.

    19. Pudjarti, S., Nurchayati, & Putranti, H. R. D. (2019). Hubungan E-Service Quality Dan E-Loyalty Dengan E-Satisfaction Pada Konsumen Go-Jek dan GRAB di Kota Semarang. Sosiohumaniora, 21(3), 237–246. https://doi.org/10.24198/sosiohumaniora.v21i3.21491

    20. Ramadhani, F. (2021, July). 5 Faktor Pesatnya Perkembangan E-Commerce di Indonesia. Compas.Co.Id.

    21. Sastika, W. (2018). 226385-Analisis-Kualitas-Layanan-Dengan-Menggun-8883C0Bb. Ikraith-Humaniora, 2(2).

    22. Suprapti, S., & Suparmi. (2020). Membangun e-Loyality dan e-Satisfaction melalui e-Service Quality Pengguna Goride Kota Semarang Development of e-Loyality and e-Satisfaction through quality of e-Service for GoRide User. JKBM (Jurnal Konsep Bisnis Dan Manajemen), 6(2), 2407–263. https://doi.org/10.31289/jkbm.v6i2.3795

    23. Susanto, Y. (2020). Integritas Auditor Pengaruhnya Dengan Kualitas Hasil Audit . In Integritas Auditor Pengaruhnya Dengan Kualitas Hasil Audit . Deepublish.

    24. Sutriyanto, E. (2021, October). Persaingan Makin Sengit di 2021, Siapa Jawara e-Commerce Nomor 1 Indonesia? Tribunnews.

    25. Syahrir, Danial, Yulinda, E., & Yusuf, M. (2021). Aplikasi Metode SEM-PLS dalam Pengelolaan Sumberdaya Pesisir dan Lautan . In L. Daris & A. D. Riana (Eds.), Aplikasi Metode SEM-PLS dalam Pengelolaan Sumberdaya Pesisir dan Lautan . IPB Press.

    26. Ulum, F., & Muchtar, R. (2018). Pengaruh E-Service Quality Terhadap E-Customer Satisfaction Website Start-Up Kaosyay. Jurnal Tekno Kompak, 12(2), 68. https://doi.org/10.33365/jtk.v12i2.156

    27. Wahyuni, N. M. (2022). Kinerja Bisnis: Analisis dari Perspektif Orientasi Strategi, Kompetensi Pengetahuan dan Inovasi. In R. R. Rerung (Ed.), Kinerja Bisnis. Media Sains Indonesia.